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On April 2, 2004, Nanchang Bayi Hengyuan Football Club officially established in Nanchang which is the first professional football club in Jiangxi region. It has had only five years development, therefore there is still immature in all aspects. Hence, face to nowadays new situation of China football sports development, the most important is to break the obsolete idea exertively, and learn the successful experience from foreign excellent clubs, aim to be domestic excellent football clubs and find out the developing direction based on the advantage, disadvantage, chance etc. its own characteristics during the club’s development.The topic aims to research and analyze many factors which will influence the development of Nanchang Bayi Hengyuan Football Club and find out the key one through the view of sustainable development, throught the developing process of modern football clubs and literature, interviews, surveys and other methods, then formulate corresponding measures in response to these factors. And this can also provide effective reference and experience for future research or practice. Hereby, the article will detailed analyze and find out the key factors which restrict development of Nanchang Bayi Hengyuan Football Club, and propose the long-term developing measures.The analyzing results show that:(1). the professional football of Jiangxi province started late, developed slowly and its level was much lower. Nanchang Bayi Hengyuan Football Club is with not completely infrastructure, scarce human resources, and its team construction was not reasonable, missing long term developed program; its decision-making body was short of democracy and lacking of assistant decision-making mechanism and the Board of Supervisors, as well as simplistic position setting.(2). the club did not have“hematopoietic function”, then its imput and income was not in compliance, so the club had to depend on every year’s additional investment to keep going by pains talking effort. A lack of management and development efforts, operating efficiency of imbalance, management and development of the project structure is irrational. During the process of Market operation, club was lacking of legalization and transparency, and the law was seldom been used to maintain the club’s market operation and management. At present, there is existence of the pursuit of short-term interests, unscientific management system, weak strength of product market, poor economic efficiency, uneven relationship and such internal weaknesses, which has caused ailing image of the club and inaction of the team’s brand effect.(3). the reserve mechanism is not perfect, and concept of training model is old-fashioned, both problems must be broke through. As for cultivation in the reserve forces, the club is lacking of overall rules and financial flows. It is eager for quick success and instant benefit, more blind and targeted poor, short-term training behavior and with inadequate training facilities equipment, and lack of actual combat. The teen-age football players are short of cultural learning.(4).through the analysis of factors of fans’football consumption, the economic factors, price factors, the team performance, marketing, promotional effectiveness, service and quality, social factors, leisure time, thirst for football knowledge, personal values, and so on affect deeply.Putting forward the countermeasures of sustainable development:(1). The development of Nanchang Bayi Hengyuan Football Club must be proceeded from reality of Jiangxi, not only do the best, and capabilities, but also coordinate all parties concerned to jointly promote the sustainable development. Perfecting the construction of infrastructure, introducing into interrelated professional managing talented person, subdividing the position setting, improving the democracy of decision-making body, setting up the assistant decision-making mechanism and the Board of Supervisors, programming the long-term development, and then gradually improving the construction of club, and making it finally reasonable.(2). The clubs should set up completely scientific management system, enlarge the management and development efforts. During the market operating process of clubs, the items should locate its position based on market survey, apply the law to uphold club’s market operation and management. Then it can improve the club’s image and“hematopoietic function”gradually, and make club develop its brand effect.(3).Perfecting the echelon construction of infrastructure and overall managing rules, raising the funding input, strengthening the echelon players’schoolwork learning, adopting advanced football training concept, increasing the frequency of actual combat to anneal themselves, so that the players’comprehensive quality will be improved fast.(4).From aspect of football fans, it should strengthen the programming, supervision and management of consumer market, enhance service attitude, service quality and establish well service environment. Moreover, developing the market of diversity so as to promote the football consumer market to enter benign cycling mechanisms.
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