Research On The Brand Management Of Guangzhou Evergrande Football Club

With the background of the government promoting the sport industry,the reform and development of Chinese football program officially announced to strengthen the construction of professional football clubs.The construction of professional football club in our country,especially in terms of the brand management,have many deficiencies,compared to some foreign well-known clubs.Guangzhou Evergrande Taobao football club has been established in the past seven years and has won many domestic and international titles,which is the most successful club in the Chinese super league.Thanks to its excellent results and advanced management philosophy,Evergrande Taobao club has a huge fan base.Although the club has been listed,the operation status of the club has not been improved.This paper uses the methods of literature review,logic analysis,on-the-spot investigation,through the analysis of the status quo of the operation and brand management of Guangzhou Evergrande Taobao football club.With integrating the internal conditions and the Chinese market environment,and referring to the experience of brand management of European top clubs,this paper puts forward the proper market strategy and brand management strategy the club should choose.Conclusion:(1)Guangzhou Evergrande Taobao football club is the most successful club in the Chinese super league so far.However,the financial status of the club is not healthy enough.The investment is far higher than the income,while the income structure is unreasonable,the club facing a higher operational risk.(2)thanks to good political,economic,social,technological and other external environment and conditions,Guangzhou Evergrande Taobao football club has an ideal environment in the Chinese football market.External environment creates huge potentials and opportunities for the club.Although there are still many challenges,the club should adopt the market strategy of SO(Strength and Opportunity)in SWOT,promoting brand management strategy with the center of fans.(3)the brand management strategy of Evergrande Taobao football club should be constructed from four aspects: brand positioning,brand communication,brand extension and brand internationalization.(4)the club should stick to its brand positioning,remodeling and improving the image of the brand,and adapt to the new policy of China football association,gradually realizing neutralization and non-commercialization of the club's name;By actively expanding the partnership and using the digital platform to strengthen the brand communication of the club;Diversifying the brand by increasing the number of official franchised goods and the extension of the industry;Based on the mainland,extending to the neighbor countries of Asia,and then going to become a global brand.The above five aspects constitute the brand management strategy of Guangzhou Evergrande Taobao football club,in order to facilitate the club to achieve diversification,extend income channels,improve the club's brand awareness,reputation and loyalty,and then promote the club's brand influence and brand value...