英格兰足球俱乐部品牌发展对中国足球俱乐部品牌的启示  

Inspiration of the Chinese Football Club to Build Brand From the Development Experience of the England Football Club

作　　者：周新民[1] 

机构地区：[1]中原工学院,河南郑州450052

出　　处：《军事体育进修学院学报》2012年第4期23-26,共4页Journal of Pla Institute of Physical Education

摘　　要：通过文献资料法、数理统计法和归纳演绎法对中国职业足球俱乐部品牌效应进行研究,结果发现中国足球职业俱乐部塑造优势品牌观念不强,俱乐部名称随投资冠名商改换而变更,俱乐部的主场也会因为主赞助商的商业发展规划进行变换。对比分析英格兰足球俱乐部品牌塑造理念以及俱乐部文化无形资产的形成过程,进而对中国足球联赛俱乐部频繁更名与中国足球职业化体系、俱乐部联赛成绩、无形资产流失和俱乐部长效品牌树立的关系进行剖析,对中国足球职业俱乐部品牌塑造提出以下建议:改善职业化投资环境,塑造俱乐部强势品牌;加强俱乐部市场开发,降低俱乐部经营风险;提升赛事质量,增强俱乐部品牌效应;依靠寓意深刻的中型俱乐部名称,强化俱乐部品牌意识。Through using literature, mathematical statistics and inductive deductive method of the analysis of the CFA club brand, the result showed that the CFA club＇s shaping of the dominant brand concept is not strong, the club name be changed in accordance with the Investment title sponsor, the home field of club will be transformed as the main sponsor of the commercial development planning. By comparative analysis of the FA Premier League club branding concept as well as the formation of intangible assets of the club culture, the paper analyzes the relationship frequently renamed with the system of the CFA club results, Intangible Assets and clubs long - term branding of the CFA club, shaping the professional football club brand made the following suggestiong： improve the professional investment environment, to shape up the club strong brand; club market development and reduce club operating risks; enhance the tournament quality and the club brand; rely profound medium - sized club name strengthen the club brand awareness.

关 键 词：品牌 中国足球俱乐部 英超球队 无形资产 

分 类 号：G843[文化科学—体育训练]