基于消费者行为学的职业足球俱乐部品牌研究

The Brands of Professional Football Clubs Based on Consumers' Behaviors

我国职业足球俱乐部在经营上能否满足消费者需求是俱乐部商业开发的核心。从足球产业实际出发,阐释了消费者行为的内涵及来源,进而以曼联俱乐部为例从球迷消费行为的角度论述职业足球俱乐部品牌效应,以期为我国职业足球俱乐部经营战略调整方向提供参考。

Nowadays, opportunities and challenges coexist in professional football clubs of China. Whether meet the consumer requirement is the core of the club business. From the reality of football industry, the meaning and source of consumer behaviors are studied. The brand effect of professional football clubs from consumers’ behaviors are analyzed by using the example of Manchester United FC in order to provide a reference for business development direction of China’s football clubs.