鲁能泰山足球俱乐部品牌形成与发展研究  

On the Trademark's Formation and Development Luneng Taishan Football Club

作　　者：刘东进[1] 林秋平[1] 

机构地区：[1]潍坊医学院体育教研室,山东潍坊261041

出　　处：《军事体育进修学院学报》2008年第3期28-30,共3页Journal of Pla Institute of Physical Education

摘　　要：通过文献资料法与对鲁能足球队资深球迷协会"橘红火焰"的个案调查,对鲁能泰山足球俱乐部品牌的形成与发展进行研究。主要结论有:1)鲁能泰山足球俱乐部已初步形成自己的品牌优势;2)鲁能泰山足球俱乐部还需要在加强球员个人管理,丰富球迷产品品种与质量,提高资源使用率等方面继续努力,更好地实现品牌发展。This paper studies the trademark s formation and development of Luneng Taishan football club through the method of literature datum and investigating"Juhong Huoyan"--the football fans association with an old qualification of Luneng football team.Then the conclusions are drawn that Luneng Taishan football team has already formed its reputation s advantage;and it s still necessary to reinforce managing players,enrich football fans vari- eties and quality and enhance resources using coefficient in order to ...

关 键 词：鲁能泰山足球俱乐部 品牌 形成与发展 对策 

分 类 号：G843[文化科学—体育训练]