| 职业足球俱乐部的品牌开发研究 |
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| 引用本文： | 冯聪,杭涛,刘昉.职业足球俱乐部的品牌开发研究[J].科教文汇,2012(3):142-144. |
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| 作者姓名： | 冯聪 杭涛 刘昉 |
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| 作者单位： | 南京体育学院研究生部，江苏·南京210014 |
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| 摘 要： | 本文通过文献资料法、对比分析法和逻辑分析法对职业足球俱乐部的品牌开发问题进行了研究,认为职业足球俱乐部是以竞技表演作为主要产品,该产品具有社会价值与商业价值的双重特性,必须通过竞技表演平台进行价值体现。而职业足球俱乐部的品牌开发从主观层面来看,需要职业足球俱乐部提升自身优势,挖掘市场潜力;从客观层面而言,在政府相关部门领导下,优化、完善国内竞赛平台将是国内职业足球俱乐部品牌开发的最大保障。
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| 关 键 词： | 足球 俱乐部 品牌开发 |
Research on the Market Developing of Chinese Professional Football Clubs |
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| Authors: | Feng Cong Hang Tao Liu |
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| Institution: | Fang Nanjing Sports University,210014,Nanjing,Jiangsu,China |
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| Abstract: | Football development is inseparable from the development of professional football clubs.A football club that wants to succeed in its development,emphasizing the development of their own club brand is very important.This article through researching and analysis on the development of Jiangsu SAINTY Football Club,uses sports economics,marketing,brand,consumer psychology,communication studies,etc,combines with the document-data,expert interviews,survey on the spot to SAINTY,explains how to upgrade the football club brand value,how to maintain brand image,etc,and provides theory support for the development of Jiangsu Football Club. |
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| Keywords: | football club brand development |
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