【作者】 斯力格； 冯少兵； 包卓力克； 李荣日； 安轶龙；

【Author】 SI Lige,FENG Shaobing,BAO Zhuolike,LI Rongri,AN Yilong (Dept.of Sports Training,Shenyang Physical Education Institute,Shenyang 110102,Shenyang,China)

【机构】 沈阳体育学院运动训练系；

【摘要】 文化制胜时代,形象战略对职业足球俱乐部获取竞争优势,实现超常规快速发展有着重要作用。本研究从文化的视角,运用文化管理、形象战略管理思想,对职业足球俱乐部形象再造进行基础理论研究,提出从环境视觉形象、员工形象、产品服务形象、市场经营形象、管理形象、社会发展形象等六大维度再造职业足球俱乐部的理念形象、行为形象、视觉形象,旨在通过"内练素质、外塑形象",提升职业足球俱乐部的形象竞争力,为其可持续发展提供理论指导和实践借鉴。更多还原

【Abstract】 Image Strategy played an important role to winning the competition advantage and realizing the supernormal development for Professional Football Clubs in the era of Culture.This study used the ideas of Cultural Management,Image Strategic Management and Researched on the basic theory of the re-engineering of the Professional Football Clubs Image based on the perspective of Culture.The author putted forward to rebuilding the Professional Football Clubs image of the philosophy,behavior,visual from six dimensions including the environment-visual image,product-service image,the market-business image,management image,social development and so on.The purpose of this article is to provide theoretical and practical reference to promotion its competitiveness and sustainable development through improving "quality-internal and image- external" for the Professional Football Clubs in China.更多还原