| Professional football league is the perfect combination of competitive football andmarketing operation. To examine the development of a country’s football league, one shouldinvestigate not only the competitive level of the league, but whether the business model isstandardized and healthy. Modern league business models not only bring huge commercial valueand economic benefits to the country’s professional football league, but also enhance the brandimage of the league in the world.As one of the world’s top football league, English Premier League’s success is bound to itsbusiness model; in comparison, China’s Super League’s business model still remains at a lowerlevel. A comparative analysis, data analysis, literature and other research methods are studied inthis paper to find out the fundamental difference between the Premier League and Super Leaguebusiness models and the cause of underdevelopment of Super League. Data analysis method isused due to its ability to visually demonstrate the gap and then literature analysis to furthersummarize the similarities and difference of these two models.First of all, the management mechanism of the Football Leagues between the two countriesdiffers from each other. Super League is still in control of the Chinese Football Association, has alower degree of market-orientation and a strong administrative guidance mode. Secondly, theorganizational structure of the Football League between the two countries differs. Super LeagueBetting property rights are unclear; the organizational structure linking with politics has seriouslyhampered the development of Chinese football league. Again, the profitability of the FootballLeague between the two countries there are different. The profitability of the Super League isvery weak. Finally, differences exist in the investment environment of the Football Leaguebetween the two countries. Chinese Professional Football League has long been interfered byarena internal and external factors, resulting in the gradual deterioration of the investmentenvironment.In-depth comparison and analysis of the business model of the professional league betweenthe two countries have come to the result that business model of the Super League can bedeveloped in all respects. China’s professional football participants must take positive measuresto improve the business model, for the double harvest of China’s football industry and footballcareer. The operation model of the Super League should focus on improving the followingaspects: management mechanism, the Chinese Football Association should reduce administrativeintervention, give the super company rights as independent market operator;, Super League andthe Chinese Football Association must separate rights and liabilities, Super League must besubsidiary of the Super company; profitability, Super League and Super League clubs’ operationshould be diversified; investment environment, the Football Association Super League shouldstrengthen supervision, control negative factors outside the arenas, and actively improverelationship with fans, provide high-quality game in order to enhance the overall brand image ofthe Super League. |
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