| （天津财经大学 体育训练部，天津300222） 摘要：揭示足球俱乐部竞技水平的高低是吸引球迷开拓市场 的关键，足球俱乐部所具备的文化内涵和文化品位是提升足球俱乐部社会形象的重要环节，建立适合足球市场的营销模式是足球俱乐部发展的原动力，按照市场经济规律要求，转换足球产业的经营机制，探寻适合足球产业的发展道路。 关键词：足球俱乐部；竞技水平；文化品位；营销模式 中图分类号：G80-05；G843 文献标识码：A 文章编号：1006-7116(2006)01-0036-03
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QIU Xiao-de, LUAN Kai-jian
| (Department of Physical Education,Tianjin University of Finance Economics，Tianjin 300222,China) Abstract:The authors revealed the following findings: The competitive performance of a soccer club was the key to attracting soccer fans and developing the market;the cultural connotation and taste possessed by a soccer club was an important link in promoting the social image of that soccer club; establishment of a marketing mode suitable for soccer market was the motive power for the development of soccer clubs. The authors suggested that the management mechanism of soccer industry be transformed and a course suitable for the development of soccer industry be explored in accordance with the requirements of market economic law. Key words:soccer club; competitive performance; cultural taste; marketing mode |
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