中超联赛商业价值现状分析及发展策略研究

The Status Analysis and Development Strategy of CSL Commercial Value

基于2004—2017赛季中国足球超级联赛产业相关数据,从联赛价值、中超公司营收状况、俱乐部收入与支出等方面对中超联赛商业价值发展的现状进行研究.结果显示:赛事影响力对商业价值的发展有正向推动作用;中超联赛影响力和上座人数的提高,大幅提升了中超联赛的商业价值;中超公司盈利大幅增长,收入结构呈合理化发展的趋势;中超俱乐部收入出现“跳跃式”的增长等.当前,责权模糊是影响影响中超联赛商业价值发展的主要因素.明晰联赛产权、提升俱乐部经营能力是发展中超联赛商业价值的合理路径.

Based on the relevant data report of China Football Association Super League(CSL) from 2004 to 2017, we studied the league value, revenue situation of companies and income-expenditure of clubs to further reveal the status quo of the CSL commercial value development. The results show as follows:1.The better-known of the sports events, the better impulse on the positive development of the commercial value;with the improvement of CSL influence and its attendance rate, its business value is also improving obviously;2.The profit of companies is going up fast, and its incomes structure is taking on a rationalized trend;3.The club incomes of CSL are coming up with a great leap-forward . Moreover, we also assume that the ambiguous boundary between power and responsibility is a main factor that gets in the way of the commercial value development. Make a clear clarification between the power and responsibility of all aspects, guide the clubs to control their operating cost is a reasonable path for the promotion of CSL commercial value.