基于体育营销视角对“恒大现象”的解析

Research on “Evergrande Phenomenon” from the Angle of Sports Marketing

运用体育营销理论深入分析恒大地产投资职业足球队的根本动因及其运营特点,主要结论包括:恒大地产投资职业足球队是企业实施体育营销、推广企业品牌的重大战略举措;恒大足球营销在选择体育载体、创新性、整合度以及持续性四个RCIC理论维度上具有许多可资借鉴之处。在此基础上,提出联赛管理者应对企业投资足球行为的辩证建议。

Through the relative sports marketing theory, the cause of Evergrande Estate Group＇ s investment on the professional soccer team and the characters of Evergrande Estate Group＇ s management on the professional soccer team are deeply analyzed. The main conclusions are that the investment on the professional soccer team is the Evergrande Estate Group＇ s important strategy for the reason of implementing sports marketing and promoting Evergrande＇ s brand. Evergrande＇ s sports marking through professional soccer has many strong points in the four aspects from the angle of RCIC theory, such as selecting the concrete way of sports marketing, creation, integration and persistence. On the basis of the analysis, the writer puts forward the advice for the profession soccer league＇ s administrator to deal with enterprise＇ s investment on professional soccer.