| 论信任危机下的中国足球职业联赛品牌重建 |
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| 引用本文： | 刘波,邹玉玲.论信任危机下的中国足球职业联赛品牌重建[J].西安体育学院学报,2011,28(5):551-554. |
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| 作者姓名： | 刘波 邹玉玲 |
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| 作者单位： | 1. 南京理工大学体育部,南京,210094
2. 南京师范大学体育科学学院,南京,210097 |
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| 摘 要： | 在足球反腐风暴下,中国职业足球联赛面临严重的信任危机,球迷远离,俱乐部遭质疑,媒体减少甚至放弃报道,赞助商也在丧失信心,信任危机已经使得联赛的市场开展推广越来越艰难。从品牌营销的视角,分析中国足球职业联赛信任危机产生的原因,信任危机对中国足球职业联赛的影响,提出发展中国足球竞技水平、加强足球联赛职业化程度、提高联赛管理水平、整合足球联赛营销资源等品牌战略以重建联赛品牌,希望对推动中国足球职业联赛的长远发展有所帮助。
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| 关 键 词： | 信任危机 中国足球职业联赛 品牌 |
On the Reconstruction of China Professional Soccer League Game' Brand under the Crisis of Confidence |
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| LIU Bo,ZHOU Yu-ling.On the Reconstruction of China Professional Soccer League Game' Brand under the Crisis of Confidence[J].Journal of Xi'an Institute of Physical Education,2011,28(5):551-554. |
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| Authors: | LIU Bo ZHOU Yu-ling |
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| Institution: | LIU Bo1,ZHOU Yu-ling2(1.Physical Institute of Nanjing University of Science and Technology,Nanjing 210094,China,2.Nanjiing Normal University,Nanjiing 210097,China) |
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| Abstract: | Under the anti-corruption storm on football,Chinese Professional Soccer League faced a serious crisis of confidence.The fans stay away,the clubs have been questioned,the media reduce the news report,and the sponsors are also losing confidence.Now,the crisis of confidence has made it more difficult to promote the league′s market.From the perspective of brand marketing,this paper has analysed the reasons that cause the crisis of confidence in the Chinese Professional Soccer League Game and the influence that the crisis has exerted.Because of these reasons,I think it is better to develop the competitive level of Chinese soccer and enhance it′s professional level.Besides,improving the League management and integrating the Football League marketing resources are also good ways to reconstruct League Brand.In a word,I hope it will help to promote the Chinese Football League Game in long-term development. |
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| Keywords: | trust crisis China Profession Soccer Leaguer Games brand |
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