针对皇家马德里足球俱乐部球迷会员卡在中国市场的发展建议

Suggestions on the Development of Real Madrid F.C.’s Membership Card in Chinese Market

摘要: 本文通过对皇家马德里足球俱乐部的基本情况进行分析，及其球迷会员卡在中国市场和西班牙当地市场的表现进行对比分析，找出该会员卡在中国市场面临的问题。发现问题主要有持卡人在中国和在西班牙可享受的优惠不对等，会员卡的实体卡片形式无法跟上中国市场的发展潮流，会员卡官方未充分了解中国球迷持卡人需求，未充分利用社交媒体平台进行有效的宣传与推广。并最终针对这些问题给出发展建议，以期使其在中国市场获得更好的发展。

Abstract: This paper analyzes the basic situation of real Madrid football club and the performance of its fan membership card in the Chinese market and the local market of Spain, and finds out the problems of the membership card in Chinese market. After analysis, it is found that the problems are mainly caused by the imbalance of the discounts that cardholders can enjoy in China and in Spain; the physical card form of membership card cannot keep up with the development trend of the Chinese market; the officials of membership card do not fully understand the needs of Chinese fans and do not make full use of social media platforms for effective promotion. Finally, it gives useful sugges-tions to solve those problems so as to make the membership card get a better development in the Chinese market.