Chinese Professional Soccer Club Competition Based On Customer Value Marketing Strategy

As the core product of China professional football club, game performance has experienced a refulgent period (1994-1999), but with the increase of athletics and other entertainment games and due to management problems of football club, it turned to low tide and at last ends up with falling to the bottom. Under this background, studying the marketing strategies of China professional football club games has a certain both academic and practical value to present managing state of China professional football club.This paper studies China professional clubs and mainly depends on the methods of literature, questionnaire and statistic. Firstly, the author probes into the relevant theories of Customer Value and athletics game marketing. Secondly, according to the professional football club's characteristics, this paper analyzes the CV evaluation in view of customers about professional football club games. Thirdly, through investigation to the audience of club games, it analyzes the CV evaluation system in view of customers from the point of view of audience and ascertains the importance order of the eight factors. That is, cost of nonmoney> quality of service> quality of product> staff value> image of club>sensation value> cost of money>additional service, and at the same time, basing on the relationship between these factors and audience satisfaction degree it sets up a customer value performance model, providing gist to marketing strategy of professional football club games. Finally, basing on the former study, this paper brings forward a "4P+S" model for marketing strategy of professional football club games from the point of view of customer value. It also studies the five strategies (product, price, place, promotion and service) and makes certain innovation hoping to help the clubs to change their marketing idea and therefore, improve the managing performance.