中外职业足球俱乐部品牌化发展研究评述  

Review Researches on Brand Development of Chinese and Foreign Professional Soccer Clubs

作　　者：王豫东[1] 

机构地区：[1]山西大学,山西太原030006

出　　处：《体育科技文献通报》2018年第2期51-53,104,共4页Bulletin of Sport Science & Technology

摘　　要：通过文献回顾,对中外职业足球俱乐部品牌化发展问题进行梳理,旨在为我国职业足球俱乐部的科学建设和良性发展提供参考。研究认为,国外品牌理论的研究非常丰富,应用也很广泛,但国内对其认识还不深刻。西方的职业足球俱乐部非常重视品牌化发展,国内已经有学者对此问题做了细致的分析,并有不同的学者从不同的角度进行了研究;存在的问题是研究缺乏整体性和系统性,研究深度不够,个案研究较少。Through literature review, this paper sorts out the brand development problems of Chinese and foreign professional soccer clubs, aims to offer reference to the scientific construction and healthy development of soccer clubs in China. The paper concludes that, study on the brand theory in foreign countries is very rich with wide application compared with domestic clubs. Professional football club in the west attaches great importance to the brand development, on which domestic scholars already made a detailed analysis about this problem and different scholars studied from different angles. The main problems include in lack of integrity and systemic, insufficient research depth and fewer case studies.

关 键 词：职业足球俱乐部 品牌化发展 研究述评 

分 类 号：G843[文化科学—体育训练]