| Nowadays, under the background of the globalization, the traditional regionalismstill influences the development of the Professional Football Leagues around the world.England, the cradle of the Professional Football League, has a theory said that: to beprecisely, football is a regional rivalry. The league was grown out from football contestsbetween team and team, region and region. In most cases fans treat their local footballclub as a symbol of their hometown, and more accept with their local team. Theprofessional football club is a geographical concept, and is closely related with theexisting resources and the future development of local. Currently, the development ofthe professional football league has been closely connected with the growth of the city,gradually become one of the unique sports cultural contents, at the same time, hasbeen a geographical belonging sense carrier of the fans and local residents.The so‐called indigenization means that “the behavioural process that to makethings with local characteristics or adapt local conditions and realities”, there are twoexplains from broad sense and narrow sense. In a broad sense, indigenizedconstruction means the country characteristics owned by the professional football club,the behavioural process that conform to the domestic professional sports developmentlaw, and be able to adapt the professional sports market demand. In a narrow senseindigenization means: the behavioural process that the professional football club, withregional feature, according to their own traditions and characteristics to meet thedemands of the professional league market conditions and needs of this region.As everyone knows, our country has vast territory, and every region has widelydifferent social customs, in consequence, the strong sense of regional concept of fanshas been showed in the professional soccer league, the fans’ regional characteristicscheer form and their crazy advocacy fully shows the prominent home bias of ournation. This paper starts from the sociology meaning of "indigenization", focus on the"indigenization" phenomena and reasons analysis of our Chinese Professional footballclub, provided necessary theoretical basis, in order to promote the healthydevelopment of professional sports in China, to make reasonable regulation ofprofessional sports by government, to make effective marketing strategy by theChinese Professional football club.This paper adopts the literature, expert Interview, questionnaire survey and otherresearch methods, discusses the concepts and functions of the “indigenization” aroundthe development of the Chinese super league football clubs; based on the relatedtheory of Internationalization and Indigenization, through the interview of theprofessional sports club managers and football fans of places such as Beijing, Shanghai,Henan and Guangdong, determined the basic contents of the indigenized constructionChinese super league football clubs.The ultimately concluded are:1、 There are generalized and narrowed means of our professional football clubindigenization construction. This study focuses on the localization of ChineseProfessional football club special construction content, different provinces(municipalities directly under the central government) professional football clubs with different regional features, the Chinese super league professional football club throughthe adjustment and change, to adapt to the various regional professional marketconditions and requirements. The functions and meanings includes: to give full play tothe culture of the Chinese professional football league guidance function; for thestrategic development of China’s professional sports market; to help our countryfootball reserve talent rise, etc.;2、 The Chinese super football club indigenization construction contents mainlyincludes: localization of human resource, Brand culture localization, Events localization,Marketing management localization and Fans localization services. There are5firstgrade assessment indicators,19second grade assessment.3、 Overall, Chinese Professional football club with a low indigenizationconstruction degree. Its main performances are: local players are generally with lessnumber, there are many problems with the Club operations and managements.4、 To make our professional clubs to do a good job with the indigenizationconstruction, suggested that relevant departments should be guided by the demandsof the fans, Make full use of local cultural resources, human resources and the relatedmarketing resources, To foster homegrown players as the core, gradually improve thetalent selection and cultivation system; Pay attention to shape the local star, arouse theenthusiasm of fans of professional sports market, so as to improve the performance ofoperation and management of professional football clubs in China. |
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