商业足球的运营与营销分析

毕业论文论文题目商业足球的运营与营销分析院系商学院专业市场营销学生姓名学生学号指导教师2016年5月10日I商业足球的运营与营销分析摘要随着人们对体育赛事的热情高涨，足球经济吸引来了越来越多的目光，因此，商业足球的巨大经济功能和价值需要更深层次的开发。而我国的商业足球处于发展的初级阶段，与欧洲先进的商业足球运营存在一定的距离。故本文通过文献资料法比较分析法等研究方法，对比我国商业足球与欧洲五大联赛商业足球的发展现状、经营模式、营销与盈利，分析得出我国商业足球现阶段存在许多问题，包括产权结构、管理模式、竞赛模式以及营销策略等一系列的不足。寻找我国商业足球发展存在的主要问题，最后，针对这些问题提出一些关于我国商业足球健康发展的建设性意见。关键词商业足球运营管理营销盈利IIOperationandmarketinganalysisofcommercialfootballAbstractWiththeenthusiasmofsportscompetitions,thefootballeconomyattractsmoreandmoreattention.Therefore,thehugeeconomicfunctionandvalueofcommercialfootballneeddeeperdevelopment.Thecommercialfootballinourcountryisintheprimarystageofdevelopment,andtherearesomeexamplesoftheEuropeanadvancedcommercialfootballoperation.Therefore,thispaperthroughtheliteraturematerialmethodcomparativeanalysisandotherresearchmethods,comparedtoChina'scommercialfootballandfivemajorEuropeanLeaguefootballandbusinessdevelopment,businessmodel,marketingandprofitanalysisthattherearealotofproblemsofcommercialfootballinChinaatthepresentstage,includingthestructureofpropertyrights,managementmodel,competitionmodel,marketingstrategyandsosomecolumnslack.LookingforthemainproblemsinthedevelopmentofChina'scommercialfootball,andfinally,putforwardsomeconstructivesuggestionsonthehealthydevelopmentofChinesecommercialfootball.Keywordscommercialfootball;operationmanagement;marketingprofitIII目录第1章商业足球的起源、发展与现状.........................................................................................11.1商业足球的起源与发展...................................................................................................11.2商业足球的发展现状........................................................................................................11.2.1我国商业足球的发展现状....................................................................................11.2.2欧洲商业足球的发展现状....................................................................................2第2章商业足球的运营与管理.....................................................................................................32.1欧洲商业足球的经营模式................................................................................................32.1.1上市公司的足球俱乐部........................................................................................32.1.2会员制的足球俱乐部............................................................................................62.1.3股份制的足球俱乐部............................................................................................92.2我国商业足球的类型与管理模式..................................................................................12第3章商业足球的营销与盈利...................................................................................................193.1商业足球市场的建立.....................................................................................................193.1.1足球彩票的市场建立..........................................................................................193.1.2足球赞助市场与转播市场的建立......................................................................203.2商业足球的营销策略.....................................................................................................233.3.1借势——世界杯带来的利益..............................................................................243.2.2造星——贝克汉姆的商业帝国..........................................................................243.2.3塑造品牌——曼联的品牌营销..........................................................................253.2.4足球文化的商业链..............................................................................................263.3商业足球的盈利.............................................................................................................273.3.1足球俱乐部的主营收入......................................................................................273.3.2足球俱乐部的额外财富......................................................................................29第4章国内与国外商业足球之间的对比与对我国商业足球发展的建议...............................314.1国内与国外商业足球的对比.........................................................................................314.1.1商业足球产业模式之间的比较与分析..............................................................314.1.2足球用品市场的比较与分析................................................................................314.1.3商业足球消费服务市场的比较与分析................................................................314.1.4商业足球市场营销比较与分析............................................................................324.2对我国商业足球发展的建议...........................................................................................33结论..............................................................................................................................................35参考文献...................................................................................................................................36致谢..............................................................................................................................................37附录A外文译文............................................................................................................................38附录B外文