Research On The Status Quo Of The Title And The Countermeasure Of The Non-enterprise Naming Of Chinese Football Association Super League Teams

With respect to the case study on the naming of Chinese Football Association Super League(CSL)football teams,by using the methods including document research,expert interview method,comparative analysis method and individual analysis to study on the history of the teams,the football clubs' ownership structure and the status quo of the football teams' title.,then the problems existing in the title of China Super League team are summarized.According to the research,most of professional football teams use enterprise Naming represented by CSL football teams,the commercial atmosphere is strong in their names and at the same time,they are frequently changed.It has bad effects on the daily business activities of the clubs,what's more it's not conducive to the further development of Chinese professional football.The problem which in the naming of the Chinese professional football team,in fact,is the long-term accumulated system and the mechanism problems since the football profession in China.the Sate Council issued “The Overall Plan of Chinese Football Development Reform” in 2015,started a new round of professional football in China to deepen the reform and it's the first time to proposed the non-enterprise naming of professional clubs officially.The non-enterprise naming of JSL soccer teams have achieved from the start.The success reason is that the development orientation of Japanese professional football is community-centered.The football clubs and teams have a closely relationship with the local community's economic and cultural development.The enlightenment to our country is that the non-enterprise naming needs to realize the localization of professional football club,to achieve the goal of non-enterprise naming in “Chinese Football Development Reform”.By using The SWOT-PEST model to analyze the Strength,Weakness,Opportunities and Threats of the Non-enterprise Naming status of the current Super League team from the four latitudes of politics,economy,society,and technology,and put forward active strategic countermeasures.The recommendations are as follows: Continue to improve the professional football policy system,establish a scientific supervision mechanism;Introduce social forces to participate in professional sports,Promote professional clubs to achieve regionalization;Improve the level of club management,introduce professional talents to participate in business activities,strengthen their own hematopoietic capacity,attach importance to the ball.The team's cultural development;gradually try to promote the name of a neutral team,and within three to five years gradually realize the Non-enterprise name of the team.