The Application Of The Official Website Of Guangzhou Evergrande Football Club In Its Brand Communication

With the development trend of China's soccer and the permeation of Internet in our daily life,the construction of the club's official website has become a problem that all clubs must consider.In recent years,Guangzhou Evergrande Taobao Football Club as the leader in the development of football in our country,has made remarkable achievements at the stage of football in Asia and all over the world.Through the official website showing itself to various countries and regions in the world is in urgent need.The official website of Guangzhou Evergrande Taobao Football Club is relatively perfect and representative.This paper takes the official website of Guangzhou Evergrande Taobao Football Club as an example,comparing with the official website of FC Bayern München,Real Madrid CF and Chelsea Football Club,through literature,case analysis,comparative analysis and mathematical statistics.Through the analysis of the website construction,website content,service function of the official website,find advantages and disadvantages of the Guangzhou Evergrande Taobao Football Club' official website,especially in the role of club brand communication.Through observation and comparative analysis,the characteristics of official website of Guangzhou Evergrande Football Club are summarized,and drawn the following conclusions:the brand communication of club is influenced by many factors;the website pays attention to the design and use of the cover page,transmit a lot of brand information;the introduction of the club is detailed,information release in time;pay attention to the spread of the brand culture of the club and the establishment of brand image;the number of information is insufficient,the whole content is monotonous;the website's interaction is not strong,which is not conducive to brand interpersonal communication;managers don't pay enough attention to the website.According to the present situation of Guangzhou Evergrande Football Club's official website and learning from foreign excellent merit in the club's official website,this paper giving the following suggestions to the official website of Guangzhou Evergrande Football Club:making full use of all resources of clubs and releasing rich information;optimizing website construction and enhance website reading experience with new technology;increase the input to the official website.