山东鲁能泰山足球俱乐部品牌传播策略研究
发布时间：2018-07-17 15:11
【摘要】：品牌传播策略是企业的核心战略,从长远角度考虑,企业只有建立品牌,才能在市场上确立清晰定位和确保竞争优势。依托市场发展的职业化的足球俱乐部也必然要遵循这一准则。山东鲁能泰山足球俱乐部自成立之初,就树立了“建设百年俱乐部”的发展目标,十几年间凭借不断的投入和努力,取得了不俗成绩,也树立了极具知名度的品牌形象。本文以山东鲁能泰山足球俱乐部为例,从品牌生命周期的角度,对该俱乐部的品牌传播策略进行系统研究和论述,为该俱乐部的品牌传播提供借鉴。本文的研究主要按照“发现问题——分析问题——解决问题”的思路进行,通过理论学习和分析,了解国内外足球俱乐部品牌传播策略的研究情况,结合山东鲁能泰山足球俱乐部的发展历程,按照竞技体系发展程度的不同,将俱乐部的品牌传播现状划分为起步期、成长期、成熟期三个阶段。通过对发展状况的分析,查找出山东鲁能泰山足球俱乐部在品牌传播中存在三个方面的问题,其一是品牌打造未能突出个性,其二是未能准确把握消费者即球迷的需求,其三是新媒体传播手段运用不够娴熟。基于上述研究及发现的问题,论文提出了针对性的改进举措。综合考虑宏观发展环境影响,通过分析,明确企业发展定位,进而为品牌定位和品牌传播策略设计提供基础。论文得出,按照可衡量、可实现、具体化等原则,山东鲁能泰山足球俱乐部的品牌传播策略要围绕打造特色品牌形象、构建有价值的品牌理念、准确把握球迷需求、充分借力媒体作用等方面内容进行设计。论文还提出了品牌传播策略方案设计需要有经济保障、制度保障、人力资源保障等三个方面的保障因素。
[Abstract]:Brand communication strategy is the core strategy of an enterprise. In the long run, only by establishing a brand can an enterprise establish a clear position in the market and ensure its competitive advantage. The professional football club which relies on the market development must also follow this criterion. Shandong Luneng Taishan Football Club has set up the development goal of "building a hundred years club" since its establishment. Taking Shandong Luneng Taishan Football Club as an example, this paper systematically studies and discusses the brand communication strategy of Shandong Luneng Taishan Football Club from the perspective of brand life cycle, in order to provide reference for brand communication of the club. The research in this paper is mainly carried out according to the idea of "discovering problem-analyzing problem-solving problems". Through theoretical study and analysis, we can understand the research situation of brand communication strategies of football clubs both at home and abroad. Combined with the development course of Shandong Luneng Taishan Football Club, according to the different development degree of competitive system, the present situation of brand communication of the club is divided into three stages: starting period, growing period and mature stage. Through the analysis of the development situation, we find out that there are three problems in the brand communication of Shandong Luneng Taishan Football Club, one is that the brand building fails to highlight the personality, the other is the failure to accurately grasp the needs of the consumers, that is, the fans. Third, the use of new media means of communication is not skilled enough. Based on the above research and the problems found, the paper puts forward targeted improvement measures. Considering the influence of macroscopical development environment, this paper clarifies the orientation of enterprise development through analysis, and then provides the basis for brand positioning and brand communication strategy design. According to the principles of measurable, realizable and concrete, the brand communication strategy of Shandong Luneng Taishan Football Club should revolve around creating the characteristic brand image, constructing the valuable brand idea, and accurately grasping the fans' demand. Fully leverage the role of media and other aspects of the design. The thesis also points out that the design of brand communication strategy should have three factors: economic security, system guarantee and human resource guarantee.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G843
本文编号：2130052
[Abstract]:Brand communication strategy is the core strategy of an enterprise. In the long run, only by establishing a brand can an enterprise establish a clear position in the market and ensure its competitive advantage. The professional football club which relies on the market development must also follow this criterion. Shandong Luneng Taishan Football Club has set up the development goal of "building a hundred years club" since its establishment. Taking Shandong Luneng Taishan Football Club as an example, this paper systematically studies and discusses the brand communication strategy of Shandong Luneng Taishan Football Club from the perspective of brand life cycle, in order to provide reference for brand communication of the club. The research in this paper is mainly carried out according to the idea of "discovering problem-analyzing problem-solving problems". Through theoretical study and analysis, we can understand the research situation of brand communication strategies of football clubs both at home and abroad. Combined with the development course of Shandong Luneng Taishan Football Club, according to the different development degree of competitive system, the present situation of brand communication of the club is divided into three stages: starting period, growing period and mature stage. Through the analysis of the development situation, we find out that there are three problems in the brand communication of Shandong Luneng Taishan Football Club, one is that the brand building fails to highlight the personality, the other is the failure to accurately grasp the needs of the consumers, that is, the fans. Third, the use of new media means of communication is not skilled enough. Based on the above research and the problems found, the paper puts forward targeted improvement measures. Considering the influence of macroscopical development environment, this paper clarifies the orientation of enterprise development through analysis, and then provides the basis for brand positioning and brand communication strategy design. According to the principles of measurable, realizable and concrete, the brand communication strategy of Shandong Luneng Taishan Football Club should revolve around creating the characteristic brand image, constructing the valuable brand idea, and accurately grasping the fans' demand. Fully leverage the role of media and other aspects of the design. The thesis also points out that the design of brand communication strategy should have three factors: economic security, system guarantee and human resource guarantee.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G843
【参考文献】
相关期刊论文 前3条
1 刘晓宇;李广大;;广州恒大足球俱乐部夺冠中超职业联赛的思考[J];武汉体育学院学报;2012年05期
2 郭惠先;林波萍;周兴生;;恒大模式对中国足球发展的利弊分析[J];广州体育学院学报;2012年02期
3 杨红;;基于体验营销视角下旅游业发展问题研究[J];商场现代化;2007年35期
，本文编号：2130052
本文链接：https://www.wllwen.com/jiaoyulunwen/tylw/2130052.html
