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.
