CSL(Chinese Football Association Super League) Brand Building And Promotion Research

In 1989,the first class A brand league of Chinese football started,which promoted the development of Chinese football in the direction of specialization.In2004,the brand of Chinese super league(CSL)came into being on the basis of the a-level brand league of China,which is the first step of Chinese football and even Chinese sports professionalism.The establishment of CSL brand has an important and far-reaching significance in the development history of Chinese football.This paper takes the brand of Chinese super league as the basic research object,and USES the case analysis method and comparative analysis method as the basic research method.Second,the status quo of the brand promotion of CSL and the main promotion strategies;Third,what are the similarities and differences between the Chinese super league and the English premier league? Fourth,what is the current dilemma of the brand building and promotion of Chinese super league;Fifth,how to further enhance the Chinese super league brand building and promotion.According to the research,the current brand building of CSL is mainly manifested as "high competitive level + steady scale" in terms of brand positioning elements,"vivid conception + fresh concept" in terms of brand design elements,and "cultural dominance + professional dominance" in terms of brand personality elements.Secondly,in terms of brand promotion,CSL brands have carried out multi-dimensional brand publicity in terms of match broadcasting and promotion,brand partners and fans.Thirdly,the brand similarities between the Chinese super league and the English premier league are mainly reflected in the aspects of the name,team and players,game broadcasting and brand welfare,and the differences are mainly reflected in the big difference in the brand capital capacity of the two majorgames.Fourth,in terms of the brand publicity difficulties of CSL,the brand positioning is not clear,the brand design scale is insufficient,the brand personality is not prominent,and the broadcasting channels are limited,the sponsorship is insufficient,and the fans are absent.Finally,the author puts forward some Suggestions based on the analysis of the current situation and problems.In terms of brand building,a three-in-one brand building model of Chinese super league is formed by defining the brand positioning of the league,strengthening the game design and creating a high-competition experience as well as a cost-effective local characteristic league.In terms of league brand promotion,it promotes the development of Chinese football professionalism and the strengthening of Chinese super league brand through the strategies of multi-channel broadcasting,multi-investment introduction and fan culture construction.