Construction Of Chinese Super League Brand Image Based On CIS Theory

Since the second industrial revolution,modern football has gradually become one of the most influential and watched sports in the world.Today,fans who follow professional football leagues have crossed gender,age,race,and class.In our country,from the A-League to the Chinese Football Association Super League,the professionalization of Chinese football has become more and more prosperous.In 2015,the notice of the General Office of the State Council on the issuance of the overall plan for the reform and development of China's football,also marked that the Party Central Committee put the revitalization of football as an important task to develop sports and build a sports power on the agenda.However,looking back at the development of the league,on the one hand,due to the chaotic management system and the imperfect management system,the league fair play convention has been damaged,and the brand image of the CSL has been affected.On the other hand,the poor performance of the Chinese Men's National Football Team,which is dominated by the CSL players,in international competitions,coupled with the players' anomie behavior,has caused great public dissatisfaction with Chinese football to spread to the CSL.At the same time,in the development process of the CSL,the league brand management awareness is poor,which makes the brand image of the CSL low in public awareness and reputation.To further enhance the brand image of the CSL,the paper proposes to build the brand image of the CSL based on the CIS perspective.Using case analysis,expert interviews,questionnaire surveys,and other research methods,starting with the three building factors contained in CIS,namely,Mind Identity(MI),Behavior Identity(BI),and Visual Identity(VI).On the basis of soliciting expert opinions,combined with relevant literature to construct the brand image index of the CSL,and then conduct a questionnaire survey on the current situation of the CSL brand image.At the same time,learn from the most successful commercial operation of the Premier League brand image construction model,and put forward constructive ideas for the CSL brand image.The thesis is divided into seven parts.The foreword describes the research background,research significance,domestic and foreign research status and main points of the article,and combs the research ideas and methods of the article;the second part s mainly related to the theoretical basis,which introduces the connotation and function of the CIS theory,and analyzes the feasibility of introducing CIS into the CSL,and at the same time introduces the introduction of CIS into the CSL.The basic goals and research methods of CIS are explained;the third part explains the development process of the CSL's brand,and through the questionnaire survey Find the problems in the construction of the CSL's brand image;the fourth part analyzes the characteristics of the Premier League brand building and discusses the significance of the construction of the CSL's CI system;the fifth part proposes the path to build the CSL brand image,based on the CIS theory Image building strategy and image communication strategy;the sixth part is conclusions and suggestions.Research believes that the CSL's brand image is built on the MI,and the CSL's sense of social responsibility should be cultivated to promote the spread of social image.Learn advanced management concepts and accelerate the penetration of league values.Create a club culture and eliminate the spiritual gap with the audience;a good investment environment should be created in the BI to attract word-of-mouth brands to enter CSL;broaden communication channels and strengthen interaction with fans and media;update the management system to achieve separation of management and management.In the VI,the functional mechanism of the official website of the league should be added,and the design of the league logo and mascot should be improved;the management of the game lawn should be strengthened to create a good watching environment.