The Exploration Of The Marketability Of Professional Soccer Clubs In China

Along with the development of the socialist market economy of China, the athletics soccer market will be more and more competitive. After explorations for several years, professional soccer has been grown up in China, puts the soccer industry development into practice. After market operations for years, the soccer market development of our country has presented a state of rapid development and beginning to take shape, which mainly performs as the establishment of clubs characterized with professionalism and socialization. All of the clubs have established the corresponding organizations and structure for management, and have started to revolve a market system on which professional clubs live. But these professional soccer clubs are also facing many difficulties. The scale of soccer industry is still too small to be independent. The soccer marketability is short of qualified personnel to operate as well as the experience of marketing. These entire have already became the bottleneck of the marketability development of soccer clubs in our country. To solve these problems, the government has already adopted policies to accelerate marketability advancement of the clubs, which is expected to promote soccer industry to develop rapidly, continually in a healthy state. However, the theoretical framework which supports industrial soccer management and operation is still not perfect. This is also an important reason for what China's soccer industry is lagging far behind the market. This paper seeks to express the content mainly includes two aspects: the exploration of the theory and practice of marketing of the marketability of Chinese professional soccer clubs. In theoretical exploration, we are trying to explore some unprecedented in-depth exposition of issues, such as institutional issues. In practical management, we are focused on market-oriented Club Marketing Strategy Practice, which is expected to provide a reference for market-oriented commercial operation activities of the clubs in the future.10 years of development and evolution has proved that concepts and institutional impact is the biggest obstacle for Chinese soccer to make a breakthrough, and is also the major reason for what the Chinese professional football market is out of control today. China Football Association stubbornly refused to deep-seated professional reforms. Forming alliances and professional soccer player's union, such matters were strongly boycott. The interests of the clubs and the players were violated repeatedly. League-centered concept has become empty words. Therefore, the system should be reformed from top to bottom, to give full play to the main role of the clubs and the association. With the history, status quo and social environment of Chinese soccer, football management should be designed upon the basic guidelines such as mutual checks and balances between the association and the clubs, and effective supervision over-the-counter. The Chinese Football Association should be completely free from their official nature, and truly become a non-profit BMS. Only by doing so will it be able to truly serve and represent the units and personnel engaging in soccer industry. The executive branch of government is a non-profit and non-operating unit. The basic rule of market economy on the executive branch of the government is not to participate in market competition or monopoly market power. More importantly, the professional sports league is an important alliance operator. But we now lack of it, which is an economy mechanism of professional sports management system and institutions. Therefore, the concept of change management, update control, sound management mechanism and strengthening legislation management is the issue that the executive branch needs to address, it should be recognized. That is: management is service. And the establishment of various autonomous professional club Union could fully mobilize the enthusiasm and attract more talented people to participate in the Chinese soccer industry. Modern professional football involves many non-football fields, which need the professionals with the abilities such as legal, cultural, development of the business to involve. This is obviously the Chinese Football Association trade bodies are not able to do. Therefore, even if by the Chinese Football Association that the current Professional Soccer League established conditions are not mature circumstances, we also have to let the Football Association of the club owners or investors Union as the point of institutional reform and earnestly implement the government's change in its functions.If China's professional soccer clubs want to survive and develop, they must develop the commercial entity. In the market commercial operation, the club must use the way of brand marketing as the clubs' direction of development. Molding a successful brand is most important, because the brand may serve as the method which exchanges with the fans. The team and the club stir up the fans' loyalty through this way, and obtain the noticeable brand approval to the team and the club. The soccer club operators want to expand their competition and management development, and guarantee the soccer competition to develop continually in the market. Through a series of conformity marketing method, the soccer operators implement the brand marketing strategy and expand brand influence among fans. Through molding own brand, the club establishes a connection with the consumers and stirs up the feeling of intimation, love and the trust, which finally causes the fan becoming loyal to the club. The fans' supports make the club stand in an impregnable position. The construction and management strategy of a club is a long way to be processed. As the development of technology and science, especially the progress of the mass medium has provide the huge technical support for the Chinese Professional Soccer Club, and the commercialization operation makes the brand value and the culture of a club obtain the promotion and the transmission in the global scope. China social reform is alone a road of authority from centralization to the decentralization, from the sole centralization to the evolutions that benefit all sides. The Chinese professional soccer marketability reform should be included in this. Under the concept of power division and authority releases, the authority should readjust the inner system with enthusiasm, which can enable the club to continue participate further competitions. The reform goal is to emancipate the productive forces. The reform essence is to stir up the enthusiasm according to the distribution of benefits. The basic safeguard lies in the right system which is reasonably designed. This should become the most basic mutual recognition, regardless of how difficult the Chinese Soccer association or the clubs are facing. Otherwise, any true effective reforms are not impossible to be carried on with the realization. Certainly, we also must digest the model and absorption of overseas experience according to the Chinese national conditions. As a commercialized management Chinese Professional Soccer Club, it is the true defined property right that lets the club can be operated independently and truly, and get revived.