澳洲Marketing代写:皇家马德里俱乐部营销策略研究

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  • 澳洲Marketing代写:皇家马德里俱乐部营销策略研究

    皇家马德里的故事应该追溯到1902年,它现在是全世界最主要的足球俱乐部之一。截至2003日,世界七大的超级巨星劳尔,Figo,齐达内,罗伯托·卡洛斯,罗纳尔多,卡西利亚斯和贝克汉姆都聚集在皇马(奎尔奇等人,2007)。这样的全明星阵容并没有严重提高足球俱乐部的竞争力,但是皇马的品牌价值也得到了提高。在西班牙,皇家马德里和巴塞罗那俱乐部一起两最大的俱乐部,他们的表现赢得了2 / 3的联赛39%的杯全国锦标赛(奎尔奇等人,2007)。然而,在脑海中的Pé苏亚雷斯,品牌和内容很可能皇马保证俱乐部的收入将迅速增加。所以,在2000年中,Pé复活和新的管理团队重新制定新的战略,运营和营销方法。相关方法包括比赛门票收入、推销、赞助和电视转播权的常规渠道。为了建立一个更国际化的足球品牌,利用互联网来增加品牌接触和与世界各地球迷的互动。对于皇马的未来,伟大的俱乐部应该避免过多的商业化来保留足球文化遗产。
     
    总之,对皇马案例的分析反映了成功的营销策略,有效地建立了一个伟大的世界足球俱乐部。在营销过程中,皇马利用营销组合策略有效地建立一个成功的商业化足球俱乐部,PéREZ有敏感的洞察力克服维护俱乐部强大的竞争优势的挑战。在未来,IMC被推荐,此外,其他国家的营销经理,持续学习应继续,全球网络营销应充分参与。

    澳洲Marketing代写:皇家马德里俱乐部营销策略研究

    The story of Real Madrid should be backed to the year 1902 who was now one of the leading soccer clubs across the world. As of 2003, seven great world’s superstars of Raul, Figo, Zidane, Roberto Carlos, Ronaldo, Casillas and Beckham were gathered in Real Madrid (Quelch et al, 2007). Such kind of all-star cast did not seriously improve the competition of the soccer club, but the brand value of Real Madrid also was increased to earn greater gains. In Spain, Real Madrid together with FC Barcelona were two largest clubs, their performance won 2/3 of the national championships of the league a 39% of all the cups (Quelch et al, 2007). However, in the mind of Pérez , the brand and content of Real Madrid were quite potential to ensure the club’s revenue to be increased rapidly. So, in mid-2000, Pérez together with the new management team rethought the operations and marketing approach to devise new strategies. Relevant approaches included conventional channels of match-day gate receipts, merchandising, sponsorship and TV rights. In order to build a more international soccer brand, the Internet was utilized to increase brand exposure and interaction with worldwide fans. For the future of Real Madrid, the great club should avoid too much commercialization to retain the soccer cultural heritage. 
     
    In conclusion, the analysis of Real Madrid’s case reflected its successful marketing strategy to effectively build a great worldwide soccer club. During marketing process, Real Madrid utilized mix marketing strategy effectively to build a successful commercial-oriented soccer club and Pérez had sensitive insights to overcome challenges to maintain the strong competitive advantage of the club. In the future, IMC was recommended, and in addition, for marketing managers of other countries, ongoing learning should be continued and worldwide networking merchandising should be engaged fully.