| 河南建业职业足球俱乐部品牌创建现状分析 |
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| 引用本文： | 宋冰,龚波,耿瑞楠.河南建业职业足球俱乐部品牌创建现状分析[J].洛阳师范学院学报,2014(2):71-76. |
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| 作者姓名： | 宋冰 龚波 耿瑞楠 |
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| 作者单位： | [1] 滁州学院体育学院,安徽滁州239000 [2] 上海体育学院,上海200438 |
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| 摘 要： | 文章对河南建业足球俱乐部品牌创建的现状进行分析,得出以下结论:参加中超联赛对俱乐部知名度产生了积极影响,球迷对河南建业俱乐部的名称和标识比较满意;在品牌认知度方面,球迷普遍认为俱乐部比赛的品质较高,大多数球迷有参加俱乐部互动活动的欲望;品牌美誉度建设比较成功,主要体现在球迷对俱乐部品牌价值的认可和对俱乐部好感的树立上;品牌联想上,球迷对俱乐部有良好的感情寄托,球迷群体联想的内容有差别;品牌忠诚度上,球迷观看河南建业俱乐部现场比赛的原因与俱乐部的地域、经济与社会的发展等因素有一定关系,球迷观看河南建业比赛的时间跨度比较长,形成了良好的品牌忠诚度.
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| 关 键 词： | 河南建业 足球俱乐部 品牌创建 体育管理 |
Current Situation Analysis of Brand Construction of Henan Jianye Football Club |
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| SONG Bing,GONG Bo,GENG Rui-nan.Current Situation Analysis of Brand Construction of Henan Jianye Football Club[J].Journal of Luoyang Teachers College,2014(2):71-76. |
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| Authors: | SONG Bing GONG Bo GENG Rui-nan |
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| Institution: | SONG Bing, GONG Bo, GENG Rui-nan |
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| Abstract: | By using the method of documentary investigation , questionnaire survey and statistics , the paper analyzes the current situation of brand construction of Henan Jianye FC .The results indicate：the club ’ s participa-tion in the CSL has positive effects on the reputation of the club .The fans are satisfied with Jianye FC ’ s name and logo;In the aspect of brand perception , fans generally acknowledge the quality of the matches and most of them have desire to join the club interaction activities .The construction of brand goodwill is successful , which involves the recognition of club brand value and popularity on the part of the fans .In the aspect of brand association , the fans have sentimental association towards the club while that may have different contents .In brand loyalty aspect , the reasons of fans watching the game bare certain relevance with the regional economic level and social develop-ment level of where the club is;the fan-base of the club has been there for a long period and the brand loyalty is substantial . |
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| Keywords: | Henan Jianye football club brand construction sports management |
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