Management and Marketing Strategy Development of Professional Football Clubs in the Digital Era

School of Liberal Arts, Macau University of Science and Technology, Macau, China

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Abstract

The impact of digital technology on the management and marketing mode transformation of professional football clubs has been widely studied, but the existing research still has deficiencies in the dual perspectives of systematic integrated management and marketing, and the analysis of multi-dimensional challenges in the digital transformation. This paper systematically analyses the evolution of management and marketing strategies of professional football clubs in the digital era. It examines the deficiencies of the club in the organizational structure, operational focus and fan interaction under the traditional mode. This paper describes the development opportunities brought by social media, big data analysis and other technologies from two aspects of management mode and marketing strategy. Analyze the practical challenges faced by the club in terms of technology, organization and market environment. Based on this, this paper puts forward the following suggestions: build a “digital+physical” integrated ecosystem to realize the integration of online and offline resources; Optimize the organizational structure and personnel training mechanism, and improve the agility and professional ability of digital transformation; Innovate the business model and brand building path, and tap the potential value of fan economy and globalization strategy.