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1000字英国Marketing专业英文论文修改服务 Comparison among four FCs' market

时间:2012-07-27 23:12:22来源: 作者:www.liuxulw.com 点击:0
本文主要从Four FCs' marketing strategy分析,由代写英国留学生论文中心策划组提供。是英文语种Marketing研究方向、不需要数据处理的硕士课程作业,不需要盲审(博士或硕士生有这个需要)

本文主要从Four FCs' marketing strategy分析,由代写英国留学生论文中心策划组提供。是英文语种Marketing研究方向、不需要数据处理的硕士课程作业,不需要盲审(博士或硕士生有这个需要),如有需求请联系本站论文购买中心或者提交相关文章的代写需求。


In this section, the author selected four famous football clubs in the UK——Liverpool, Chelsea, Arsenal and Man Utd.—— to compare their marketing strategies in detail.


Firstly, in the case of Liverpool FC, the general marketing strategies of this company mainly covers three categories: team merchandising sponsor, mobile store and social media campaign in China. Among all the famous FCs, Liverpool is one of the most generous sponsors on team merchandising. It was reported that during all the 2011 shirt sponsorship deals, Liverpool costed the third high expenses and the second among all the four case clubs. Then in the mobile stores, the company promotes itself through mobile online service for customers, tickets and service in developing countries. With a view to expand oversea reputation, this company also opened governmental WeiBo and engaged in oversea fan participation, however, currently its oversea market seems only focused on China. The marketing revenue sources of Liverpool mainly come from from three categories: commercial revenue, match day and broadcasting http://www.liuxuelw.com/yglwfw/2012/0724/1195.html and the proportions of them are respectively 42%, 36% and 22%. Compared with other three FCs, during 2007 and 2011 the marketing revenue of Liverpool ranked the last all the time and the growth rate was always the slowest as well. Moreover, since 2009 this club began to have debt even though it is still under control. Besides expenses from team expansion and the new stadium, the author considers ineffective marketing strategy as another important reason. In Liverpool, following business model is conducted throughout the company: through on-field success to expand fan base and capitalize on the reputation and then invest in players and football infrastructure, so as to achieve better on-pitch performance. Therefore, in Liverpool both the most essential "start" and "end" are on-pitch performance, which is however rather poor in current because of a set of factors. If the marketing strategy is appropriate and effective enough to attract more star players and fans, Liverpool can save a lot money. Therefore, the author advices that Liverpool should take advantage of their financial holding in the market and think out new strategies to win more games and earn more fan bases.


In the case of Manchester United, the business model is rather scientific in comparison with Liverpool's. Be the best on-and-off pitch is mission of Manchester United. In order to realize this ambition, this club takes advantages of impact on community to expand reginal, national and international reputation and then invest revenue generated in players and football infrastructures. Its marketing methods are richer and cover TV programme, team merchandising, fans base and oversea development. TV programme of Manchester United include match day, broadcasting, advertising and news, which is richer than other clubs. As for team merchandising, its spent on players' T-shirt ranks the first among these four clubs. With a view to expand its own fans base, the club adopts various kinds of ways to strengthen customer relationship, such as expanding the range of goods and services available for  purchase on match days, developing a membership scheme and selling members of 'One United' subscriptions. In oversea market, the club also invest much energy including opening local websites, providing online service and selling related products. These scientific marketing methods immediately promote the profit growth of the company. During recent five years, the revenue of this club raised up in an amazing speed. In the year of 2008, the revenue of Manchester United has reached up to be 250 million while the data of the other three clubs are all lower than 250 million. Till 2011, none of Chelsea, Arsenal and Liverpool got a revenue over 250 million while Manchester Utd. grew rapidly with a growth of 25 million every year and till 2011 its revenue has exceeded 325 million ranking the first. Moreover, the proportion of its three revenue sources——commercial revenue, match day and media are balanced. However, the biggest problem attendantly was high debt at the same time. The author suggests this club to take full use of more "cheap" media, such as public praise.


Reference
BBC Sport (2011), Council wants to help Chelsea stay at Stamford Bridge. Attained via ,  Accessed on 16 Feb 2012

Kemp, E. (2007), Chelsea FC. Marketing, Retrieved from  Accessed on 16 Feb 2012

Deloitte Football Revenue (2011), available at: accessed 23 February 2012.

Liverpool Football Club "Dads & Lads" (2012), available at: , accessed 18 February 2012)

Rosca, V. (2011). “Corporate Social Responsibility in English Football: History and Present”, Management & Marketing Challenges for the Knowledge Society, 6 (2), pp.327-346

Rosca, V. (2011), Corporate Social Responsibility in English Football: History and Present, Management & Marketing Challenges for the Knowledge Society, 6 (2), pp.327-346.

Manchester United (2011), Attained via , Accessed on 01 February 2012

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