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| 巴塞罗那俱乐部在中国的品牌营销策略分析 摘 要 巴塞罗那俱乐部作为世界著名的足球俱乐部，成功吸引了一大批全球各地的球迷关注。而随着中国足球市场的不断发展，许多欧洲豪门俱乐部，包括巴塞罗那俱乐部在内，都逐渐重视起中国市场，视为战略要地。然而，再过去的二十年中，巴塞罗那俱乐部在中国的多次商业宣传活动的效果都可谓不够理想，甚至宣传了俱乐部负面的品牌形象。面对具有重大意义的中国市场，巴塞罗那俱乐部还需要重新制定长远品牌战略。 本文采用文献研究法和逻辑分析法，从巴塞罗那自身的基本现状和中国足球市场内部条件进行分析，通过理论联系实际，本文提出以下品牌构建方法：巴塞罗那俱乐部应在中国市场采取本土化品牌战略，并重新塑造其品牌形象，抓住在中国市场的机遇，拓宽品牌宣传渠道，方能创造其良好的品牌形象，进一步开拓中国市场，占据市场份额。 关键词: 巴塞罗那俱乐部；品牌战略；中国足球市场 ABSTRACT As a world famous football club,Barcelona Football Club has successfully attracted a large number of fans all over the world. With the continuous development of Chinese football market,many European giant clubs, including Barcelona,have gradually attached importance to the Chinese market and regarded it as an important strategic place. However, in the past two decades,Barcelona Football Club's many commercial publicity activities in China have not achieved the satisfactory results, and even promoted the club's negative brand image. In the face of the significant Chinese market,Barcelona Football Club needs to re formulate its long-term brand strategy. Using the methods of literature research and logical analysis,this paper analyzes the basic situation of Barcelona itself and the internal conditions of Chinese football market,and puts forward the following brand building methodsthrough combining theory with practice: Barcelona Football Club should adopt the localization brand strategy in the Chinese market, reshape its brand image, seize the opportunity in the Chinese market, and broaden its brand publicity. In order to create a good brand image in order to get furtherdevelop the Chinese market and occupy the market share. Key Words: Barcelona Football Club;Brand Strategy; Chinese Football Market Table of Contents II摘 要 IIIABSTRACT 11 Introduction 11.1 Research Background 21.2 Significant 21.3 Research Method 32 Theoretical Review 32.1 Brand Strategy 32.2 SWOT Analysis 42.3 PEST Analysis 53 Analysis on the Current Situation of Barcelona Football Club 53.1Basic Information of Barcelona Football Club 53.1.1 The Performance of Barcelona Football Club 53.1.2The Character of Barcelona Football Club 63.1.3 The Pecuniary Condition of Barcelona Football Club 73.2The Brand Image of Barcelona Football Club 83.3Demand of Barcelona Football Club’s Development in Chinese Market 94.Analysis on Chinese Market Environment of Barcelona Football Club 94.1The Main Activities of Barcelona Football Club in Chinese Market 94.2Chinese Market Environment Based on PEST Model 104.2.1 Political Factors 104.2.2 Economic Factors 114.2.3 Social and cultural Factors 114.2.4 Technological Factors 114.3SWOT Analysis Based on Barcelona Football Club in China 12 135 Brand Strategy Construction 135.1 Brand Strategy Construction of Barcelona Football Club in China 135.1.1The Choices of Marketing Strategies in China Market 135.1.2 The Process of Strategy Construction 145.2 Brand Strategy Construction of other Clubs in China Market --Take Juventus F.C.as an Example 145.2.1 The Basic Information of Juventus Football Club 155.2.2The Brand Strategy Construction of Juventus Football Club 155.2.3 The Comparison Between the Brand Strategy of Two Football Club 166 Conclusion and Prospect 166.1 Conclusion 166.2 Prospect 17References 18Acknowledgments |
