Dissertation > Culture, science,education, sports > Sports > Water,ice and snow sports > Water Sports > Swim

Research on the Brand Establishment of Amateur Swimming Clubs in Fuzhou and Xiamen

Author ChenPingHui
Tutor MeiXueXiong
School Fujian Normal University
Course Physical Education and Training
Keywords amateur swimming club brand construction
CLC G861.1
Type Master's thesis
Year 2011
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Amateur swimming club born under the market economy condition, In market competition to grow. This paper focus on seven larger training clubs as the main object in fuzhou, xiamen developed coastal cities. Through analysis of present situation of the development of amateur swimming club in fuzhou, xiamen and successful experience of other sports club brand construction, Putting forward management theories, methods and strategies of amateur swimming club. Reach following conclusions:1 Fuzhou, xiamen amateur swimming club is in the initial stage of development. Pattern of club operations is too single; The developing of the club influenced by more objective factors; Club marketing agency is still not perfect; The service marketing management is not perfect; Economic and social benefits is not significant embodiment.2. Amateur swimming club comply with market demand, And t constantly adapt to market in the process of market. General:Club existing opportunities, and threaten3. Swimming club brand is to pass through more than one program:integrated marketing of theoretical analysis, brand design, publicity, practice, etc, and eventually to establish brand. But t brand awareness is poorer, or did not know enough to brand, not even take any measures to improve the club brand effect. In the swimming club of fuzhou, xiamen4. Swimming club brand management involve in brand content management and brand crisis management. Content management of brand mainly is the core brand, extension brand, derivative brand, brand innovation and brand strategy management; Crisis management of club brand is to provide theoretical reference for brand growth.From the above conclusion. the paper put forward a prospective view of creating club brand,which provides important theoretical guidance and the practical reference for growth of amateur swimming club in fuzhou, xiamen.

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