| 恒大足球俱乐部品牌发展研究* |
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| 引用本文： | 夏琼华.恒大足球俱乐部品牌发展研究*[J].上海交通大学学报(农业科学版),2015(4):10-12. |
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| 作者姓名： | 夏琼华 |
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| 作者单位： | （广东外语外贸大学 体育部， 广东 广州〓510420） |
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| 基金项目： | 广东省教育科研“十二五”规划2013年度研究项目；编号：2013JK059 |
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| 摘 要： | 恒大足球俱乐部已经成为了具有较高知名度的足球俱乐部品牌。主要运用文献资料及逻辑分析法，对恒大足球俱乐部品牌发展进行了研究。恒大足球俱乐部品牌发展的经验主要包括五个方面：实行科学的管理模式、招募众多的著名球星、打造强大的教练团队、培养忠实的球迷群体、发展知名的合作伙伴。在此基础上，提出了对我国职业足球俱乐部品牌发展的几点启示：强化品牌意识、提高管理水平、发挥明星效应、注重培养球迷、寻求合作伙伴。
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| 关 键 词： | 恒大足球俱乐部 品牌 发展 |
| 修稿时间： | 2015/1/10 0:00:00 |
Research on Brand Development of Hengda Football Club |
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| XIA Qiong-hua.Research on Brand Development of Hengda Football Club[J].Journal of Shanghai Jiaotong University (Agricultural Science),2015(4):10-12. |
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| Authors: | XIA Qiong-hua |
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| Institution: | (Physical Education Department, Guangdong University of Foreign Studies, Guangzhou 510420,China) |
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| Abstract: | Hengda football club has been a higher visibility football club brand. Base on the method of literature review and logical analysis, this paper researches the brand development of Hengda football club and shows that the brand development experience of Hengda football club mainly includes five aspects: implementing scientific management mode, recruiting many famous stars, creating a powerful coach team, fostering loyal fans group, developing well-known partners. Some inspirations on brand development of Chinese occupation football clubs were put forward as follows: strengthening the brand consciousness, improving the management level, playing the star effect, paying attention to the cultivation of the fans, seeking cooperation partners. |
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| Keywords: | Hengda football club brand development |
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