我国职业足球俱乐部形象策划研究  

Strategy on the Image of Professional Football Clubs in China

作　　者：王景波[1] 樊占平[2] 

机构地区：[1]沈阳体育学院运动训练系,辽宁沈阳110032 [2]沈阳体育学院附属体育学校,辽宁沈阳110032

出　　处：《沈阳体育学院学报》2006年第1期8-10,共3页Journal of Shenyang Sport University

摘　　要：良好的俱乐部形象有利于增强俱乐部的竞争力,提高俱乐部的经济效益和社会效益。足球俱乐部形象由理念形象、行为形象、视觉形象构成。通过实施CIS战略,特别是行为形象的策划,有助于俱乐部塑造良好的形象,促进俱乐部健康稳定地发展。Good image is advantageous to strengthen the ability of club competition, and it also can improve the economic benefit and social benefit. The image of football club consists of mind identity, behavior identity and visual identity. Through CIS strategy, especially behavior identity, clubs can set a good image and promote the development of professional football clubs in China.

关 键 词：足球俱乐部 形象 文化 策划 

分 类 号：G843[文化科学—体育训练]