The management teacher asked me to write a 4000-word paper (on management). I want to write about Real Madrid's business model and ask scalpers to solve it! ! ! ! ! !

Section 2 Management Mode and Marketing Strategy

I. Organizational structure

Real Madrid Club consists of members, and the source of funds for the club also comes from the investment of members. The club holds elections every four years. Members elect a new chairman, and then the new chairman forms a cabinet to manage the club. In other words, the chairman may not be the major shareholder of the club. The elected chairman is responsible for forming a new presidium and selecting managers of all departments.

1, the original "four horses" organizational structure.

In terms of organizational structure, the presidium consists of chairman, vice-chairman and secretary. The newly elected chairman chooses the vice-chairman who is responsible to the chairman. His duty is to assist the chairman to make the strategic decision of the club and select the directors of various functional departments. The secretariat is responsible for the daily administrative work of the presidium. At present, the Committee is composed of 14 members, who vote on the decisions of the presidium and supervise them.

The club divides the management into four functional departments, namely, chairman's office, finance department, marketing department and sports department. Each department has a person in charge who is directly responsible to the chairman. In addition, the vice-chairman also indirectly assists the work of department heads. Because the management of the club is almost completed by these four departments, which are like four horses pulling the club forward, this organizational structure is called "four horses" organizational structure.

The organizational structure of "Four Horses" is "modern, effective and functional" (florentino? Perez's new organizational structure, at the beginning of its establishment, made the club get rid of the chaotic management mode in the past and put the management of the club on a stable and efficient road. In particular, the commercial development is independently handled by the Ministry of Commerce, and the chairman's "superstar" plan has rapidly expanded the brand and wealth of the club. At the same time, the heads of various functional departments are directly responsible to the chairman and strengthen centralization. However, the defects of the organizational structure of the "four horses" are also very obvious. There is a lack of effective communication channels between the four departments, and they go their own way under the unfavorable coordination of the chairman. The development of various departments is unbalanced, resulting in internal diseconomy. Moreover, due to the unclear responsibilities of the vice chairman, he failed to play his due role, and the assistant management of the vice chairman to the work of various departments led to the multi-head management of various departments, which reduced the decision-making and work efficiency. This is also the main reason for the excellent commercial development and the decline in performance of the club.

The club is composed of members, who are most concerned about the performance of the team, which also doomed the fate of the "four horses" organizational structure.

2. The new organizational structure of the club.

In order to solve the performance problem of the club, under the pressure of all parties, in the face of re-election, President florentino finally changed the organizational structure of the club. In order to increase efficiency, the organizational structure of "Four Horses" was cancelled, and Jose Angel, the former head of the Ministry of Commerce, was appointed as the general manager to manage the internal affairs of the club in a unified way. The sports department is independent, and its head is directly responsible to the chairman. Shortly after his re-election, florentino has officially announced the Italian coach arigo? Sacchi was the head of Sports director Sports Department of Real Madrid. (See Figure 2) "Sacchi's main task is to team up, repatriate and buy players, and above him is Vice President Boutragano." Butragueno is now the first vice president of the club. In the new organizational structure, although the presidium is still bloated, the sports department will be independent and headed by Sacchi, who is proficient in football and management, to ensure the construction and performance of the team. Moreover, with the "assistance" of Vice President Butragueno, the Italians will not ruin the original style of Real Madrid. The general managers of other departments are responsible for reducing the internal friction of the club, performing their duties, and maintaining the normal operation of the club under the protection of the original business philosophy.

The new organizational structure soon came into play. This season, Real Madrid has gradually recovered its original strength. Although it has not reached its peak, it is a step in the right direction. What is worrying is that the new organizational structure of the club is born out of the original "four horses" organizational structure, and there are still problems in internal coordination. The means of supervision and restriction on the chairman are limited, which is easy to produce contradictions within the club. Once intensified, the consequences are unimaginable.

Second, the business model

If there is anything different between the current management of Real Madrid and before, it is the current club president florentino? Perez completely runs the business philosophy of commercialization through the management and operation of the whole club, and drives the operation and development of the whole club with market-oriented behavior. Although this way of "supporting teams by business" has been criticized, it is undeniable that after a period of adjustment, the club has formed its own unique business model.

1, large input = large output

Perhaps this rule is not applicable in all cases, but it has been well confirmed in Real Madrid. Whether it is the idea of "bringing in an international superstar every year" or the concept of "Zidane+Pa Wen", we want to attract the attention of the outside world with great investment on the premise of ensuring the team's performance, build the real Madrid brand and obtain greater economic benefits.

Real Madrid's market operation mainly depends on the influence of stars, so the so-called "big investment" is mainly to spend sky-high prices to dig international stars from other clubs and gradually form a star team with world-class influence. Shortly after florentino took office, he bought Figo, the number one figure in today's world football, with the then "sky-high price" of $5,665,438+10,000. A year later, he made a splash again and bought Zidane, a "French national treasure", for $66.2 million. Followed by $46.3 million "alien" Cristiano Ronaldo and $465,438 +0.35 million Manchester United star David? Beckham, golden boy Owen, Brazilian genius Robinho, tall "savage" Baptista. Including the original stars Raul, Carlos and casillas, Real Madrid has a fantastic star lineup every season.

Facts have proved that although the huge investment temporarily brought some pressure to the club, under the action of "star effect", the club quickly got more generous returns. Less than three months after Figo moved to Real Madrid, Commercial Bank of Portugal offered to buy the right to use his portrait in Portuguese financial industry for three years. In the first half of the probation period, the bank paid him and Real Madrid, which owns 90% of Figo's portrait rights, 9 million dollars. At the same time, the Bank of Madrid will also force Real Madrid to develop the home page of Real Madrid Club with 70 million US dollars. Shortly after the announcement of Beckham's joining Real Madrid, the club sold more than 8,000 tickets at one time. In the same year, during Real Madrid's trip to Asia, the handsome football player from England also conquered Asian fans. In just one training session in Japan, the sales of Beckham jerseys reached $265,438+0,000. The joining of stars such as Cristiano Ronaldo and Zinedine Zidane has also greatly improved the opportunities for the club's related business development, because the joining of each star has brought a loyal fan base to Real Madrid. The club has the right to portrait of star players, and it also firmly grasps the endless financial resources. At Real Madrid, President florentino easily told the world that "1+ 1" in football can be greater than "2".

2. Strong means of capital operation

Florentino, chairman of the club, solved the huge debt of 270 million euros. The biggest problem Perez faced after taking office in 2000. He decisively sold the Real Madrid training base "Sports City". The sports city was established by the old chairman Bernabeu in the 1960s, covering an area of 1 654,38+0,000 square meters, with outdated facilities and superior geographical location. With the help of an old friend, the mayor of Madrid, the municipal government organized and funded the purchase of the sports city, and built a four-tower commercial center on the original site. Real Madrid won two and a half of them, worth 80 billion pesetas (3.86 billion RMB). This transaction made Real Madrid gain 500 million euros, and besides paying off 270 million euros in debt, there was a big surplus. After that, florentino built a modern new training base ten times larger than the "Sports City" on the cheap land acquired in Madrid.

In recent years, the club has gained a lot in the player transfer market. Real Madrid didn't like Chelsea crazy regardless of the cost of the introduction of superstar players, but at the same time sold the original value is very low but has appreciated several times. The transfer of Morientes, panucci, Makelele, etc. It has brought considerable benefits to the book of the club. If Real Madrid is compared to a shrewd businessman, then Chelsea is more like a thoroughly rich man who only knows how to spend money. At the same time, the club will also invest part of its profits in real estate, insurance and other industries. While ensuring that the construction and operation of the club will not be affected, the relevant diversification will be appropriately developed.

At present, although Real Madrid Club is in the form of membership, it can actually operate as an independent company, such as sponsorship, online business, sales of audio-visual products and international market development. At the same time of income growth, Real Madrid has not forgotten to control expenditure. Under the careful management of florentino, the club's operating income in 2002-03 season reached 65.438+0.38 billion euros; In the 2003-04 season, the operating income increased to 233 million euros. On June 4, 2005, 10, Real Madrid's latest fiscal year income showed that in fiscal year 2004-05, Real Madrid's income reached 275.66 million euros and its net income was 6.03 million euros. They have surpassed Manchester United in England and become the most profitable football club in the world today.

European giants follow the business model of Real Madrid and strive for greater market development.

For many football fans, this summer's European transfer market made a "Hollywood-style" trailer for the upcoming new season, but it still failed to satisfy the appetite of the media and football fans. In this regard, top teams including Premier League, La Liga and Serie A are also struggling with some problems-how to use a group of players introduced by Real Madrid with 200 million funds to gain greater market effect.

Real Madrid announced that it would move most of its home games to 3 pm.

In fact, for many fans, it will be a great honor to see their favorite star games on the spot or in front of the TV. How could Real Madrid executives miss this opportunity? Now that a star has been introduced, the money is well spent. We can't just buy stars and not sell our own box office. In this regard, Real Madrid President florentino has issued a statement, claiming that all home games in the new season will be held in the afternoon, so that fans not only in Spain, but also in most countries in Europe and Asia can see the stars in a relatively relaxed period of time. Florentino predicted that Cristiano Ronaldo and Kaka would bring more than 90 million euros in income to Real Madrid every year. According to this rate of return, the cost of these two players can be recovered within two years.

Similarly, other top leagues in Europe are gradually imitating Real Madrid's business model. They saw the "golden land" in Asia. For example, some big teams, such as Manchester United, sold Cristiano Ronaldo and immediately introduced Owen. It is conceivable that Owen is no longer brave, but since Manchester United bought him, he has his reasons. Fans are concerned about "whether Owen can return to the peak"; For another example, Manchester City Club in the Premier League has hired Tevez. The introduction of these players is based on the steady improvement of the team's performance, accompanied by the significance of market development. Strong foreign aid is also the same purpose-not only to improve the overall strength of your team, but also to greatly enhance your attention, in exchange for "modifying the competition schedule" in exchange for an increase in ratings. Open up foreign markets to gain their own brand influence.