Research On The Establishment Of Club Brand Of Shangdong Luneng F.C.

China's economy in the 21st century is turned from the economy of the products to the economy of the brand gradually. The time of brand operation has come, and to establish the triumphant brand is the important key in the market competition. As the new economic growth, sport industry also begins to follow the path of brand. The establishment of club brand of Chinese professional football clubs lags behind the developed countries badly and still be at the initial stage. For professional football clubs, club brand is the important intangible assets and core competitiveness, and is the key to develop in health chronically and stably, so that football clubs should boost up the consciousness of brand, and take the establishment of brand as one of core strategies.Shangdong Luneng F.C. is one of veteran football teams in China. It was founded by 11 enterprises in Jan.5, 1998, and its predecessor was Jinan General F.C.. At the beginning of establishment, the club made sure the strategic objectives of"To build a century Luneng club."In the developing course of 8 years, the club has been establishing in the building of spiritual and material civilization of Shandong province all long, and insisting in the policies of team results. The excellent results in recent years help the club mold the"Luneng spirit".By summarizing the connotation, extension and domino of brand and sport brand, the paper firstly defined club brand; secondly, made a detailed exposition on the general situation and history of Shandong Luneng F.C., and analyzed the positive significance of the establishment and operation of brand of Shandong Luneng F.C. to Luneng group, sport industry of Shangdong province and the development and innovation of Chinese football; thirdly, from the following points of orientation strategy, identity strategy and brand management, the paper analyzed systematically each ache and each factor in the course of establishment of club brand of Luneng F.C.; finally, the paper summed up the experience and put forward the constructive suggestions.