| Joseph S. Blatter, president of International Federation of Football Association once said:the audience and fans are the master of football. Football cannot leave the support of audience and fans. The reason, why football which is called the first sport of world, influenced much, is its massive fans group. The fans related with the fate of football clubs. nowadays.concerning much about fans is common phenomena for football clubs all over the world, but the trend is not so popular in China. How to manage the relationship between fans and club, What PR strategies using on fans are the right ones. These practical problems are urgent to be solved for the professional football clubs in China.As one of the most famous professional football clubs in China. Changchun Yatai Club has a number of loyal fans around the country. The number of official fans per year can reach2000. In the15years since its set-up, the club used many public relations strategies on fans. It must be a valuable sample to be studied.Through the massive literature research, this article first carried on to the professional football club public relations strategy content has combed. The author sorts it into brand PR strategy, the relation management strategy and the crisis PR strategy, and take this as the theory supposition. To get the conclusion, the author issued questionnaire survey to the fans of Changchun Yatai Club and got the actual utilization effect of the public relations strategies from fans’ feedback. Then summarizing a series of strategies the clubs using on fans to maintain their support.The conclusion of this article shows that:the set-up of a successful professional football club PR strategy mold should use its product, the fabulous football games as the foundation, combining with the perfect service, and the concern about the alarm system and the management of crisis. |
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