我国职业足球俱乐部名称中性化冠名研究

对我国职业足球俱乐部名称进行了深入分析，旨在揭示俱乐部企业冠名的深层原因，为俱乐部名称早日实现中性化献策。研究认为：企业冠名俱乐部后，极易导致俱乐部属性发生变化，不利于俱乐部长远发展。职业足球俱乐部企业冠名的不利影响有：俱乐部对企业依赖性加大，本地球迷归属感受到影响，降低了俱乐部的品牌价值等。企业冠名的原因是：俱乐部产权关系不清，政府职能定位不准，俱乐部过度依赖企业资本，俱乐部主体经营能力较低等。提出俱乐部名称中性化的对策：俱乐部发展与所在地区紧密结合，俱乐部发展以球迷为中心，俱乐部提高自身经营能力，管理机构取消俱乐部企业冠名。

Research on the Strategy of Neutralizing the Names of Professional Football Clubs in China

This paper makes an in-depth analysis of the names of professional football clubs in China, aiming at revealing the deep reasons for the names of club enterprises and providing suggestions for the early neutralization of club names. It is concluded that after the enterprise names the club, it is easy to change the club attributes, which is not conducive to the long-term development of the club. The negative effects of professional football club''s enterprise name include: the club''s increasing dependence on the enterprise, the local fans'' attribution feeling the influence, and the reduction of the club''s brand value, etc. The reasons for the name of the enterprise are: unclear property rights relationship of the club, inaccurate positioning of government functions, excessive dependence on enterprise capital of the club, low management ability of the main body of the club, etc. The Countermeasures of neutralization of club name are put forward: club development should be closely combined with its region, club development should focus on fans, club management should improve its own management ability, and management should cancel the name of club enterprise.