The Study On Value Creation Of CSR Of Professional Football Club

As one of the unique enterprise in the sport industry,Professional Football franchises,which are asked for undertaking corporate social responsibilities(CSR)necessarily because of its attribute of enterprise and the influence for the society.So far,however,the contents and the target population of the CSR of professional football franchises are not still clear,although the concept of CSR has been mentioned for decade years in China.Moreover,some researchers have long been concered about the CSR of professional football franchises,but most of the researchs are only the discussion on the defininition from the theoretical perspective.As one of the important stakeholders of the professional football franchises,furthermore,what content of CSR can be percepted by fans? In the domestic context,whether the fans’ perceptions of CSR have a positive impact on consumption intentions? In order to reply these questions,therefore,the research method of content anlysis was used to reveal the contents and the target populatins of CSR of professional football franchises of Chinese Super League firstly.Secondly,the scale of perception of CSR from the Chinese fans’ perspective was developed.In order to answer the question of whether undertake CSR can creat value for professional football franchises,lastly,the impact of CSR of professional football franchises on fans’ s consumption behave was tested by large questinares.The conclusions are as follows:First,the fulfillment targets of CSR of the professional football franchise of the China Super League include six types of subjects: employees(players,coaches,employees),fans,teenagers,special groups,Chinese Football Associations,and communities.In addition,the specific content of fulfillment target of CSR is also not the same.Second,there are individual differences in the level of CSR perceived by football fans in professional football clubs.At this stage,the CSR content that fans can perceive includes: employee responsibility(career life care,training and competition care,amateur interactive activities,caring for retired employees),fan responsibility(welfare giving,rights protection,fan care,fan league and activities),Youth Responsibilities(Welfare Giving,Organizing Competitions and Events,Football Guidance Inside and Outside the Campus),Responsibility for Special Populations(Charitable Donations,Welfare Giving,Accreditation for the Victims),Football Association Responsibilities(Management of Football Players Behavior,Call for Fans to Civilization),Community Responsibility(protecting the environment,advocating drugs,developing amateur football).Third,in the domestic context,through a large sample of empirical findings,professional football clubs undertaking CSR can positively influence fans’ willingness of consumption.In other words,fulfilling social responsibilities may have a positive effect on financial performance and create value for professional football clubs.Fourth,fans’ perception of CSR of professional football franchise have a direct impact on consumption intention,in addition there has a process of internalized rational thinking.Specifically,fans who are highly involved tend to be more positive about the club’s CSR,and fans who are less involved tend to think rationally before responding judgment.Based on the above conclusions,the suggestions were put forward by the reseach: For professional football franchise: at first,professional football franchise should pay full attention to the value creation of CSR.In order to form the competitive advantage of the sustainable development of professional football franchise,CSR should be integrated into the development strategy of professional football franchise,and go beyond the traditional financial evaluation pattern.Secondly,paying attention to “methods” and “degree”.Do not make fans think CSR behavior just a business show or from the commercial purpose,when professional football franchise try to arouse fans’ sense of identification by undertaking CSR.On one hand,making the fans feel the purpose of CSR behavior is altruistic,on the other hand,according to the trait of marketing target to select the specific content,if professional football franchises want to enhance fans’ identification and consumption intentions.For the authority of professional football franchise: fistly,creating the standards of CSR content of professional football franchise;secondly,establishing the independent report of CSR;thirdly,seting up the auditing system for disclosure of CSR;at last,founding a reward and punishment mechanism for information disclosure.