Research On Brand Marketing Strategy Of Manchester City Football Club In China

The development of professional football has sprung up a large number of clubs,and China's fans market is mostly divided.Manchester City Football Club,as a Premier League team that has rise up in the past decade,their aims not only to build its own dynasty in the competitive arena,but also to spread its brand influence in the business empire.China is one of the most important markets that Manchester City has always been concerned about.Based on the reality,this paper introduces the development of Manchester City Club and its parent company,City Football Group,and points out the shortcomings and difficulties of Manchester City's existing globalization strategy in the Chinese football market.Then,based on the three aspects of brand marketing theory,it analyzes the current marketing situation of Manchester City in China market.Then it uses the brand positioning theory and 4C marketing theory to formulate the brand marketing strategy suitable for Manchester in China.Finally,combined with the core concepts of brand sound wave communication theory and 4C marketing theory,the overall strategy to create specific implementation plans,and combined with the status quo of various security programs.The brand marketing strategy developed in this paper is helpful to accumulate valuable experience for the overseas marketing of professional sports clubs in China in the future,and also has reference value for the brand marketing of other overseas football clubs in China.In addition,it also innovatively combines the brand sound wave theory and 4C theory,and strives to maximize the idea of "customer first".