The Operation Of The Sc Football Club Marketing

It becomes the 13th year of the professional reform of Chinese football. As the pioneer of reform in Chinese sports industry, the professional football clubs have experienced 3 stages which are its transit from state-run system, fast booming of football market during year 1994 to 2002 and then the weak market and financial difficulty at present. To recover the football market as well as to enable the football clubs to overpass the present difficulty has become an emergent issue to which the football professionals shall offer solutions. Taking SC Football Club as an example, this dissertation discusses from marketing view how a professional football club, while in current environment, shall work on marketing and how to build football attraction to the public by delivering the best satisfaction to the football fans, sponsors and medias, so that the club image can be promoted and the sales revenue of the club products can be generated. This dissertation is consisted by 4 chapters as follows:Chapter 1 reviews the history of the professional reform in Chinese football and describes the overall aspect of Chinese professional football clubs operation. It points out the common problems existed in the marketing management of the clubs and then offers a prospect on the club management. Beginning with a review on the history of SC Football Club, Chapter 2 studies on both external and internal environment of the club and clarifies the club's strength, weakness, opportunities and challenges. Chapter 3 studies on the consumers market consisted by the football fans and sponsors. It further decides the market that the club shall target. From views of the development, price, sales and promotion of the products, Chapter 4 suggests how SC Football Club shall construct a complete marketing strategy.Taking SC Football Club as a typical case and being in a purpose of motivating experts and football professionals to further researches on this topic, this dissertation studies on many disadvantages of the marketing of Chinese professional football clubs and offers a complete marketing strategy based on marketing theories and successful...