Study Of Current Situations And Strategies Of The Brands Management Of Occupational Soccer Clubs Of China

With the construction of the new socialist PE system to adapt to the market economy of China, the occupational reform has been carried out firstly since 1994 in soccer field of China. The former soccer teams have been transformed into self-managing and profit-making soccer clubs. Till now, those soccer clubs have been run according to principles of market economy and have been developing rapidly, although there still exist the less development and utilization of intangible capital and poor marketing arrangement. In the fiercely competitive international market, the competition among enterprises has been focusing on the brand-rival instead of the traditional competition concerning products and service. In order to obtain higher profits and extra interests, an occupational soccer club as an economic entity could attract consumers'affection and favor and gain the acceptance from the media, sponsors and the whole society, by successfully establishing and managing the brand. Therefore, it is imperative for those occupational soccer clubs to implement reforms by the construction of famous brands.Since there is insufficient study upon brand-promotion of domestic soccer clubs, this paper probes into the topic of creating powerful brands, adopting the research methods of literature review, comparison and logical reasoning. In the paper, the definition of brand-arrangement is firstly listed, and then a comparison is made upon the current situation of the issue at home and abroad. Moreover, the reasons for the backward brand-management have been explored and relevant strategies have also been put forward in the end. The research shows that the management of the brand will bring tremendous value to the soccer club, enable the brand to bear much more value, expand the business, cultivate the commitment of clients, form the competition barriers and increase the intangible value of the club. Compared with the top soccer clubs in European countries, the Chinese soccer clubs are influenced and restricted to some extent by the unique macro-economic policies and PE running system of China. There are many problems which just hinder the development of brand-construction of those soccer clubs, for instance, the lack of awareness of the promotion of brands, the weak expansion of the market, the low rival capability of soccer teams, the frequent changes of the name of some clubs and deficient prevalance of brands to the public, etc. These weak points just lead to the lack of continuity and thorough development of those brands, which are the main cause of the underdevelopment of the project. The forming and construction of brands of soccer clubs is a long-term process, as the occupationization of soccer teams has just gone through over a decade. The brands of those soccer clubs will be preserved and enhanced in the near future, by the innovation of the whole running system, full development of the business, upgrading the teams, and adoping the strategies of brand design, promotion and presevation. In this way, the soccer sport will enbrace the better future.