中国足球俱乐部经营提升的策略研究

Marketing promotion strategy for Chinese football clubs

通过对中国足球宏观环境中经济、人口、社会文化三个因素的剖析,结合中国职业足球俱乐部的经营现状,发现中国足球俱乐部面临经营资金不足、赢利模式单一,俱乐部产权、组织结构不明晰,高水平经营管理缺失,俱乐部品牌经营观念淡薄等现实问题。在此基础上提出中国足球俱乐部应在经营上拓宽筹资渠道、完善赢利模式,引进培养高级经营管理人才,树立品牌意识、塑造品牌内涵,成为真正符合国际足球运动发展趋势的独立企业。

By analyzing the macroeconomic environment in the Chinese Football economic,demographic,social and cultural analysis of three factors,and combined with the Current Situation of Chinese professional football clubs,football clubs in China are facing the shortage of operating funds,single profit model,unclear of club ownership and organizational structure,lack of high-level management and weak club brand management concept.On this basis,it proposed that the football club should broaden the financing channels in management,improve the profit model,introduce and train senior management personnel,establish brand awareness,build brand connotation,and become the real independent enterprises in line with international trend.