足球俱乐部品牌及其周期管理

Managing Football Brands through Different Stages of the Lifecycle

采用文献资料法,从足球俱乐部品牌生命周期的角度探讨足球俱乐部的管理策略。主要结论:足球俱乐部品牌实际上是给俱乐部带来增值的一种无形资产。衡量足球俱乐部品牌成功的标准主要是有两大方面:内在价值和外在价值。内在价值主要以排名与获胜场次、盈利来衡量;外在价值主要以上座率和公共形象来衡量。要想从足球俱乐部品牌生命周期的角度管理俱乐部品牌,处理好培育、复兴、重构和继承这几个节点是管理策略的关键所在。

Literature was used, from the football club brand life cycle perspective to expl.ore tootball clubs＇ management strategy. Football Club brand is actually a kind of intangible assets. Measures of the success of the brand of a football club are two main aspects： the intrinsic value, mainly the ranking and the intrinsic value, and extrinsic value, mainly attendance and public image. To manage the club brand, building, revitalizing football brands and inheriting football brands are the keys.