| 职业足球俱乐部品牌体验研究 |
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| 引用本文： | 王淑清.职业足球俱乐部品牌体验研究[J].体育与科学,2012,33(3):57-60. |
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| 作者姓名： | 王淑清 |
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| 作者单位： | 吉林体育学院,长春,130022 |
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| 摘 要： | 从品牌体验的视角,分析职业足球俱乐部的品牌营销。足球俱乐部的品牌体验包括教育、娱乐、美学、逃避现实等四个维度;影响足球俱乐部品牌体验的硬环境包括:布局易到达性、设施的美学元素、座位的舒适度、电子设备和显示屏、清洁度、餐饮、整体气氛;职业足球俱乐部品牌体验的成功需要具备以下几方面的软环境:开发一个有凝聚力的主题、形成印象、消除杂念、向球迷提供纪念意涵、确保球迷的所有感官都能融入体验。基于品牌体验的职业足球营销对策主要包括:打造职业足球俱乐部的"品牌剧"和建构球迷的品牌部落。
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| 关 键 词： | 职业足球俱乐部 品牌体验 品牌剧 品牌部落 |
The Brand Experience of Professional Football Clubs |
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| WANG Shuqing.The Brand Experience of Professional Football Clubs[J].Sports & Science,2012,33(3):57-60. |
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| Authors: | WANG Shuqing |
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| Institution: | WANG Shuqing1 |
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| Abstract: | From the perspective of brand experience,this paper analyzes the professional football clubs’ brand marketing.Brand experience of football club includes four dimensions which are education,entertainment,aesthetics,and escape from reality.Physical factors of the brand experience of professional football clubs include: layout accessibility,facility aesthetics,seating comfort,electronic equipment and displays,cleanliness,catering,overall atmosphere.And the soft environment of the successful brand experience of professional football clubs include: developing a cohesive theme,forming impressions,eliminating distractions,providing memorabilia,ensuring all senses are engaged.Based on brand experience,the marketing countermeasures include: to build the "brand play" and construction of fans brand tribe. |
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| Keywords: | the professional football clubs brand experience brand play brand tribe |
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