职业体育俱乐部市场化运作的品牌战略——以法国4大足球俱乐部为例  

A study of brand strategies in the operation of marketization of professional sports clubs——Taking four soccer clubs in France for example

作　　者：顾海勇[1] 

机构地区：[1]南京铁道职业技术学院体育部,江苏南京210031

出　　处：《体育学刊》2012年第5期37-40,共4页Journal of Physical Education

摘　　要：以法国4大足球俱乐部为研究对象,系统论述各自品牌战略设计和运作的具体策略与途径。论析树立强大而极具历史的品牌是体育俱乐部健康成长和商业化运作的重要前提,而实施品牌战略之前应考虑内外催化因素相结合的方式,以减少品牌建立过程中的不良影响。研究认为以法国足球联盟为代表的运营模式对俱乐部及其品牌发展潜力有着决定性作用。此外,打造与球迷共生的品牌还应考虑如何应对场上表现的影响。Basing his research subject on four soccer clubs in France, the author systematically expatiated on their brand strategies designs and specific strategies and ways for operation. The author expatiated on that establishing a powerful brand with a great history is an important precondition for the healthy growth and commercialized opera- tion of a sports club, while internal and external catalysis factors should be considered in a combined way before implementing brand strategies, so as to lessen adverse influences in the process of brand establishment. The author thought that the operating mode represented by the French Soccer League had a decisive effect on the clubs and their brand development potentials; moreover, in building a brand coexisting with fans, a sports club should also consider how it is going to affect the player＇s performance on the field.

关 键 词：体育管理 职业体育 体育俱乐部 市场化 品牌战略 法国足球俱乐部 

分 类 号：G80-05[文化科学—运动人体科学]