| In recent years,with the continuous development of Chinese football industry,professional football clubs have been paying more and more attention to their fans culture while introducing high-level foreign aid to improve the competitiveness.The construction of fans culture is not only a necessary condition for the development of professional football clubs,but also a necessary way for the further development of Chinese Football Asssociation Super League.Shandong Luneng Taishan F.C.,as a traditional and powerful professional football club in China,has cultivated a large number of loyal fans and continuously developed the fans culture.The purpose of this study is to explore the construction course and the present situation of development of Shandong Luneng Taishan F.C.'s fans culture,analyze the advantages and disadvantages of the club's fans culture construction,compare with the domestic and foreign well-known club,draw lessons from the common development at the same time,give advice to Shandong Luneng Taishan F.C.and even Chinese Football Asssociation Super League.In this paper,the literature study,on-the-spot investigation,expert interviews,questionnaire survey and mathematical statistics are conducted to investigate the Shandong Luneng Taishan fan culture.The results show that the Shandong Luneng Taishan fan culture has three aspects as follows:(1)The metarial culture has the characteristics of distinctive,diversification,but the product sales channels are scarce,the offline fans fans activity needs to expand.(2)At the behavior culture level,the fans organization adopts hierarchical management mode,but there are some communication problems between the fans organization and the fan.(3)At the spiritual cultural level,it has obvious regional characteristics,high loyalty and strong subject consciousness.Through the above research and analysis,this study puts forward the following suggestions to improve the fans culture construction of Shandong Luneng Taishan F.C.:(1)adhere to sustainable development,improve the competitive strength of the team(2)improve the site facilities,innovate the fans activities,and broaden the material level of fans culture;(3)standardize the behavior of fans and guide the construction of fans organization;(4)establish correct football values and promote the development of fans spiritual culture. |
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