Study On Brand Influence Of Chinese Football Super League

Although the Chinese Super League(CSL)has a certain influence in China at present,its influence is still far from enough,especially not in line with China’s international status as the world’s largest population and the second largest economy,but also with China’s social,economic and cultural development.Therefore,how to further improve the brand influence of CSL and further standardize and improve the relevant system of CSL has important practical significance.This paper uses the theories of sports sociology,brand science and management,and systematically discusses and analyzes the brand influence of CSL by means of literature,questionnaire survey,analytic hierarchy process and mathematical statistics.Specifically,based on the analysis of the types and functions of the brand influence of the CSL,the evaluation index system of brand influence of CSL is constructed.According to the evaluation index system,the brand influence of CSL is evaluated,and the countermeasures and suggestions to promote the brand influence of CSL are put forward according to the evaluation results.This paper holds that the brand influence of CSL is the ability of Chinese Football Association and CSL Co.,Ltd.to exploit the football market,occupy the football market,obtain corresponding profits and produce social effects,which is persistent,extensive and unique.It can be divided into market influence and social influence,and it will generate economic,social and cultural effects.The first level index of brand influence evaluation of CSL includes four indicators,brand market development degree,brand market development potential,brand market share degree and brand social identity degree.Among them,the brand market development degree includes the number of participating teams,the number of participating players and the number of matches and other three secondary indicators.Brand market development potential includes four secondary indicators,league viewing quality,referee level,number of star players,number of star coaches,etc.Brand market share includes three secondary indicators: competition attendance rate,game ratings and fans’ consumption ability.Brand social identity includes three secondary indicators: fans’ satisfaction,credibility and reputation to CSL.From the point of view of single index,the brand influence of CSL is relatively high in the number of star coaches,game ratings,fans’ consumption power and other three indicators.In the number of teams,the number of players,the number of matches,league viewing quality,referee level,the number of star players,competition attendance,satisfaction,credibility,reputation and other indicators are relatively low.The overall performance of the brand influence of CSL is relatively low.To enhance the brand influence of CSL,the following four measures will be taken.Firstly,expand the scale of the league matches to enhance the brand market development.Secondly,improve the quality of the league matches to enhance the brand market development potential.Thirdly,strengthen the brand promotion of the league matches to improve the brand market share.Fourthly,improve the League public relations,in order to improve its brand social identity.