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The Strategies of Building the CSL Brand

Author: YuXiao
Tutor: ZhaoGang
School: Beijing Sport University
Course: Humane and Sociological Science of Sports
Keywords: The CSL Brand ecological environment Strategy
CLC: G843
Type: Master's thesis
Year: 2012
Downloads: 137
Quote: 0
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Abstract


ith the rapidly development of market economy and the changing of globalization, increasingly fierce competition among enterprises, and gradually mature consumers are conditionally selective consumption. Brand as a strategic significance of intangible assets more than product or service, it has become the core competitiveness of enterprises, and guide consumers to choose to become an important criterion.The Chinese Super League as one link in the sports industry, has a huge potential consumer market. To alleviate the growing consumer demand and lagging behind the football league the quality of the conflict, between the CSL brand of this paper to create the unique perspective of thinking, whether it is Consumers and investors in football or for the primary stage of the CSL from the professional transition to the mature stage, it is no doubt have an important practical significance.In this paper, it uses literature, logical analysis, expert interviews and statistics, survey methods, from the CSL brand concept to research the characteristics and value of the super-brand, by focusing on the environment of the CSL brand, it is proposed that specific strategies of buildding the CSL brand, and researched the following conclusions:The CSL brand is able to establish good social cognition football complex products and services, with value, integrity and competitive features, the current low value of its brand, but the market potential is huge.The CSL brand ecological environments:from the external environment, policy support, high level of general economic, market potential and investment environment is its favorable factors, the guiding ideas of differentiation is not thought, the capacity of per capita consumption is low and seriously crowded international market space for the CSL development pressure is restricted;from internal environment, the basic system of professional football clubs operating system formation and the gradual improvement of the league is its favorable factors, the legal system is not perfect, the management system behind the league of low quality, lack of market development and lack of brand culture, weak response to the crisis has become unfavorable.The CSL brand building strategies:improved the quality of the league, strengthened the development of brand cultural, deepened the management system, strengthened the capacity of public relations and promoted the capabilities of market development.

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