Research On Strategy Of Brand Communication Of Shandong Luneng Taishan Football Club

Brand communication strategy is the core strategy of the enterprise. From a long-term perspective, enterprises must found brands so as to establish a clear positioning in the market and ensure the competitive advantage. Shandong Luneng Taishan Football Club has set the development goal of "building a century club" since its establishment. More than a dozen years with continuous investment and ceaseless efforts it has achieved good results and set up extremely renowned brand image. Therefore, this paper will take the Shandong Luneng Taishan Football Club as an example, to carry out a comprehensive and systematic research on the brand communication strategy of the club from the brand life cycle perspective benefiting the club's brand communication.This paper is conducted in terms of the theoretical study and analysis following the process of finding a problem, analyzing the problem and solving the problem. It aims to study the national and international football club brand communication strategy and divides the present brand communication situation into three stages: starting stage, growing stage and mature stage based on the computing system development extent considering and combining the Shandong Luneng Taishan Football Club's development history.This paper aims to find out the three problems existing in Shandong Luneng's brand communication. The first is that the brand setting up hasn't give prominence to its characteristics. The second is that it hasn't grasped the needs of consumers or the ball fans. The third is that the new media communication means are not so mature. Based on the above research or problems, this paper proposes relative improving measures. Considering the influence of the macro development, this paper aims to clearly establish the enterprise's development positioning, and then set up the basis for the brand positioning and brand development strategy design. This paper finally concludes that Shandong Luneng Taishan Football Club's brand development strategy should lay out based on establishing brand image, setting up the valuable brand idea, correctly grasping the funs' needs and fully resorting to the media. This paper also proposes the protecting factors for the brand communication strategy design including economic protection, system protection and human resources protection.