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英超曼城足球倶乐部在中国市场的品牌营销策略研究_MBA毕业论文

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职业足球发展至今涌现了大批豪门俱乐部,中国的球迷市场大多被其瓜分。 曼城足球俱乐部作为近十年兴起的一支英超球队,目标不仅是在竞技领域打造属 于自己的王朝,还渴望在商业帝国中传播品牌影响力,而中国就是曼城一直以来 关注的重要市场之一。 本文以现实为依据通过介绍曼城俱乐部的发展概况以及其母公司城市足球 集团,引伸出曼城现有全球化战略在中国足球市场中的不足与困境。接着基于品 牌营销理论的三个方面分析曼城在中国市场目前的营销现状。之后运用品牌定位 理论和 4C 营销理论,为曼城制定适用于中国市场的品牌营销策略。最后结合品 牌声浪传播理论和 4C 营销理论的核心理念,以总体策略为方针打造具体实施方 案,及结合现状所提出的各类保障方案。 本文制定的品牌营销策略有助于为中国未来职业体育俱乐部的海外营销积 累宝贵经验,对其他海外足球俱乐部在中国市场的品牌营销也具有参考价值。此 外,也创新地融合了品牌声浪传播理论和 4C 理论,力求最大化“客户优先”的 思想。 关键词,足球;曼城俱乐部;品牌营销;品牌定位;品牌传播III Abstract The development of professional football has sprung up a large number of clubs, and China's fans market is mostly divided. Manchester City Football Club, as a Premier League team that has rise up in the past decade, their aims not only to build its own dynasty in the competitive arena, but also to spread its brand influence in the business empire. China is one of the most important markets that Manchester City has always been concerned about. Based on the reality, this paper introduces the development of Manchester City Club and its parent company, City Football Group, and points out the shortcomings and difficulties of Manchester City's existing globalization strategy in the Chinese football market. Then, based on the three aspects of brand marketing theory, it analyzes the current marketing situation of Manchester City in China market. Then it uses the brand positioning theory and 4C marketing theory to formulate the brand marketing strategy suitable for Manchester in China. Finally, combined with the core concepts of brand sound wave communication theory and 4C marketing theory, the overall strategy to create specific implementation plans, and combined with the status quo of various security programs. The brand marketing strategy developed in this paper is helpful to accumulate valuable experience for the overseas marketing of professional sports clubs in China in the future, and also has reference value for the brand marketing of other overseas football clubs in China. In addition, it also innovatively combines the brand sound wave theory and 4C theory, and strives to maximize the idea of customer first. Keywords , Football; Manchester City FC; Brand Marketing; Brand Positioning; Brand Spreading目录 致谢.................................................................................................................................I 摘要...............................................................................................................................II Abstract........................................................................................................................ III 第 1 章 绪论..................................................................................................................1 1.1 选题背景.............................................................................................................1 1.1.1 现代足球的职业化发展................................................................................1 1.1.2 中国足球市场................................................................................................2 1.2 研究意义.............................................................................................................4 1.2.1 理论意义........................................................................................................4 1.2.2 实践意义........................................................................................................4 1.3 国内外品牌营销文献综述.................................................................................5 1.3.1 国内品牌营销文献综述................................................................................5 1.3.2 国外品牌营销文献综述................................................................................8 1.3.3 评述..............................................................................................................10 1.4 研究内容和方法...............................................................................................11 1.4.1 研究内容......................................................................................................11 1.4.2 研究方法......................................................................................................12 1.5 本文创新之处...................................................................................................13 第 2 章 理论基础........................................................................................................14 2.1 品牌定位理论...................................................................................................14 2.2 4C 营销理论.....................................................................................................15 2.2.1 Customer 顾客.............................................................................................15 2.2.2 Cost 成本.....................................................................................................16 2.2.3 Convenience 便利........................................................................................16 2.2.4 Communication 沟通...................................................................................16 2.3 品牌声浪传播理论...........................................................................................17 第 3 章 曼城足球俱乐部在中国市场品牌营销现状分析........................................19 3.1 曼城足球俱乐部及其母公司城市足球集团背景...........................................19 3.2 曼城足球俱乐部在中国市场品牌形象分析...................................................223.2.1 产品形象......................................................................................................22 3.2.2 业绩形象......................................................................................................23 3.2.3 社会形象......................................................................................................25 3.2.4 员工形象......................................................................................................26 3.3 曼城足球俱乐部在中国市场品牌延伸分析...................................................27 3.4 曼城足球俱乐部在中国市场品牌关系分析...................................................27 3.4.1 曼城和消费者的关系..................................................................................28 3.4.2 曼城和供应商的关系..................................................................................29 3.4.3 曼城和其他品牌的关系..............................................................................30 3.4.4 消费者和消费者的关系..............................................................................34 第 4 章 曼城足球俱乐部在中国市场问题及原因分析............................................37 4.1 曼城俱乐部经营概况.......................................................................................37 4.2 曼城俱乐部在中国市场品牌影响力分析.......................................................38 4.3 曼城足球俱乐部在中国市场品牌营销的困境...............................................41 4.3.1 问题分析......................................................................................................41 4.3.2 原因分析......................................................................................................42 第 5 章 曼城俱乐部在中国市场品牌营销策略........................................................45 5.1 品牌定位...........................................................................................................45 5.1.1 细分足球市场..............................................................................................45 5.1.2 选择目标市场..............................................................................................46 5.1.3 完成市场定位.............................................................................................48 5.2 针对消费者需求的策略...................................................................................50 5.2.1 提升品牌辨识度..........................................................................................50 5.2.2 提升产品质量..............................................................................................50 5.2.3 提升服务质量..............................................................................................51 5.3 针对消费者成本的策略...................................................................................51 5.3.1 优惠周边产品价格......................................................................................51 5.3.2 提高转播商分成..........................................................................................52 5.3.3 适当调整比赛时间......................................................................................53 5.4 针对消费者便利性的策略...............................................................................535.4.1 拓展购物渠道..............................................................................................53 5.4.2 打造球迷社区..............................................................................................53 5.4.3 开发足球旅游..............................................................................................54 5.5 针对与消费者沟通的策略...............................................................................54 5.5.1 充分利用社交媒体......................................................................................54 5.5.2 积极到访中国参与推广活动......................................................................54 5.5.3 定期组织官方球迷活动..............................................................................55 第 6 章 曼城足球俱乐部在中国市场品牌营销策略的实施及保障方案................56 6.1 曼城品牌声浪传播实施方案...........................................................................56 6.1.1 打造原点区..................................................................................................56 6.1.2 扩大发声区..................................................................................................57 6.1.3 建立回声区..................................................................................................58 6.1.4 探索无声区..................................................................................................60 6.2 保障方案...........................................................................................................60 6.2.1 资金保障......................................................................................................60 6.2.2 人力保障......................................................................................................61 6.2.3 技术保障......................................................................................................61 第 7 章 结论与展望....................................................................................................63 7.1 基本结论...........................................................................................................63 7.2 本文研究中的不足...........................................................................................63 7.3 后续研究展望...................................................................................................64