职业俱乐部更名对其品牌塑造的影响

Research on the Influence on the Brand-Building of Professional Clubs From Name-Changing

我国自实行职业联赛以来,职业俱乐部频繁更名,俱乐部很大程度上忽略了名称对品牌塑造的重要性,这使得我国职业俱乐部的品牌延续性大打折扣,给我国职业俱乐部今后实行品牌化经营带来了相当大的隐患。本文对参加过顶级联赛的我国职业俱乐部的名称特点以及频繁变更名称这一现象进行研究,分析其存在的深层次原因,借鉴国外职业俱乐部的成功经验,提出相应的对策与建议,希望能为我国职业俱乐部和职业联赛的品牌塑造提供有益的帮助。

Since the professional leagues was underway in China, the professional clubs have been changing their names frequently. They overlook the importance of club names to the building of a branded club to a great extent. This has greatly abated the brand continuity of professional clubs, taking substantial latent dangers to branding op- erations of professional clubs in China in the future. In the hope of providing assistance to China＇ s professional clubs and brand - building in the professional leagues, this paper conducts a research on the characteristics of the names of China＇ s professional clubs that had participated in the top leagues, as well as the phenomenon of the fre- quent changing of club names, so as to analyze its fundamental causes and propose corresponding countermeasures and suggestions by drawing successful experiences from foreign professional clubs.