【直报网4月29日讯】（中国企业报）通过冠名天津泰达足球队刚刚进入足球圈的权健国际自然医学（集团）有限公司（以下简称“权健集团”）近日异常高调。他们在公司官网上放言：“权健自然医学集团作为一家立足于健康产业的民族企业，将不遗余力地为中国足球事业的发展而努力奋斗，力争用三年时间参加亚冠赛，用五年时间参加世俱杯。”

CNDSN network April 29th news (China enterprises reported by Tianjin TEDA soccer team title) has just entered the football Quanjian international natural medicine (Group) Co., Ltd. (hereinafter referred to as "the right to health group") has extremely high profile. They said in the company's official website: "the right to health natural medicine group as a foothold in the health industry of national enterprises, will spare no effort for the development of Chinese career and work hard, and strive to use three years to AFC Champions League race, with five years of time to participate in the club world cup."

遗憾的是，权健集团的豪言壮语无法打消球迷对其的抵制心理。近年来，权健集团多次成为负面报道的主角，一些球迷甚至就此喊出“还我泰达”的口号。

Unfortunately, the right to health group to give the fans on the heroic utterance psychological resistance. In recent years, the right to health group has become the protagonist of negative reports, some fans even shouted "I TEDA" slogan.

球迷不满权健冠名

The fans are not full of the right to health of naming

权健集团并不是第一家冠名天津泰达足球队的公司，在它之前，康师傅就曾冠名12年之久。权健何以替代了康师傅？

The right to health of the group is not the first title of Tianjin TEDA soccer team of the company, before it, the master had the title for 12 years. The right to health is to replace the master?

公开信息显示：权健集团横跨医疗领域、中草药领域、保健品领域、中医药化妆品领域、金融领域等诸多领域，融产业资本、商业资本和金融资本于一身，年产值逾百亿元。

Public information display: the right to health of the group across the medical field, Chinese herbal medicine, health care products field, the field of traditional Chinese medicine, cosmetics and other fields in financial field, financial industry capital, business capital and financial capital in one, the annual output value of more than 10 billion yuan.

与此同时，网络搜索中显示更多的则是权健集团的负面报道，如“业绩一年涨八倍，权健被指直销违规”，“揭秘权健骗局”等。

At the same time, the network search display is more negative reports of the right to health group, such as "performance up to eight times a year, the right to health is a direct violation of the" secret ", the right to health.".

据《中国企业报》记者调查，权健集团时常会派出讲师和经销商向新员工传授公司的理念及制度，并以分享的形式抛出若干成功致富的案例，营销方式一度引发外界质疑。

According to the "Chinese enterprise newspaper" reporter investigation, the right to health group will often send instructors and teaching system, and dealers to new employees, and to share in the form of a number of successful cases out of marketing, once triggered questioned.

“刚开始球迷并没有什么反应，因为大家根本不知道权健这家公司是干吗的，后来有球迷在网上查这家企业信息时发现，这家企业被很多媒体曝光过卖假药或搞传销，知道后，球迷才开始抵制，主要是因为球迷对泰达足球队太喜爱了，不希望因为冠名企业的名声拖累到足球队。”天津球迷李先生对记者说。

"In the beginning, fans won't have what reaction, because we don't know what the right to health of the company is doing, and later found to have fans find this enterprise information in the Internet, the company was a lot of media exposure to sell counterfeit or engage in pyramid schemes, after know, fans began to resist, mainly because the fans of TEDA the football team is love, do not want to because of the reputation of the business to the title on the football team." Tianjin fans of Mr. Li told reporters.

与李先生保持类似看法的球迷不在少数，在网络上，各种关于冠名的吐槽比比皆是。有球迷说：“球队名称也是足球文化的一部分，不能有奶便是娘，不能什么企业的赞助都盲目接受。”有球迷称，要学申花球迷到赛场边喊“还我泰达”口号。

And Lee remained similar views of the fans is not a few, on the Internet, on the title of the Tucao meet the eye everywhere. Some fans said: "the team is also the name of a part of football culture, not milk is the mother, what the fund can't blindly accept." Fans have said, to learn the Shenhua fans to the stadium and shouting "I TEDA" slogan.

对于权健冠名足球队引发的争议，天津足球队新闻官柳江曾对外公开回应：权健集团是由商务部颁发直销证的企业，是天津市正规的医药保健类正规企业。同时这家集团下面，还有一些医院等企业，就企业来说，俱乐部对他们还是很有信心的。

For the right to health of naming dispute in Tianjin football team, football team press officer Liu Jiangceng publicly responded: the right to health of the group was awarded by the Ministry of Commerce direct credit enterprise, is the medical and health category of informal enterprises formal Tianjin city. At the same time, the group, some hospitals and other enterprises, for enterprises, the club for their still very confident.

The mystery of the naming right

公开资料显示，泰达足球俱乐部成立于1998年2月16日，2003年4月改制为有限责任公司，注册资本5000万元，由天津泰达投资控股有限公司（以下简称“泰达控股”）、天津泰达集团有限公司、天津开发区建设集团、北方国际信托投资公司、开发区国有资产经营公司共同投资，控股方为泰达控股。

Public data shows, the TEDA football club was founded in February 16, 1998, 2003, April for the restructuring of the limited liability company, the registered capital of 50000000 yuan, the Teda Investment Holding Co (hereinafter referred to as the "Tianjin TEDA Holdings"), Tianjin TEDA Group Co. Ltd., Tianjin Development Zone Construction Group, Northern International Trust Investment Company, Development Zone state-owned asset management company jointly invested, holding parties for TEDA holdings.

《中国企业报》记者了解到，泰达足球俱乐部的主要资金来源由控股方泰达控股投入和球队冠名权出售费用及俱乐部其它经营三大部分组成。

"China enterprise newspaper" the reporter understands, the main source of funding by the controlling shareholder TEDA Football Club TEDA holding investment team and selling the naming rights fees and other business consists of three parts of the club.

关于泰达控股将冠名权出售给权健集团的原因，有报道称，是泰达俱乐部资金紧张所致，出手阔绰的权健集团花费了1亿元赢得冠名权，而这笔冠名费正是泰达足球队今年引援资金的重要来源。

TEDA holdings will cause about selling the naming rights to the right to health group, reports said, TEDA club funds caused by tension, lavish rights group spent 100000000 yuan won the naming rights, and the naming right is an important source of TEDA soccer team this year's capital.

“我并没有听到资金紧张的说法，其实球队的冠名权一直是出售的，原来冠名的就是康师傅，权健并不是第一个冠名球队的企业。”泰达足球俱乐部新闻处工作人员刘颂说。

"I didn't hear the shortage of funds, in fact, the team's naming rights have been sold, the original title is the master, the right to health is not the first title team enterprise." TEDA football club staff press office said Liu Song.

相较于权健集团冠名球队的高调，该集团用于冠名权所花的费用则神秘了很多。有媒体称，权健集团用将近1亿元资金冠名泰达足球队一年。而权健高层的说法则是冠名费为2亿元。以上说法均未得到泰达足球俱乐部的证实。

Compared to the right to health group title the team's high-profile, the group used for naming rights cost is a mystery. Some media said, the right to health group with nearly 100000000 yuan funds named TEDA soccer team in a year. And the right to health level is that the title for a fee of $200000000. The above statement did not get TEDA Football Club confirmed.

刘颂称：“上级公司并未授权我们对外公布冠名费用。”但他向记者透露，与康师傅相比，权健集团的冠名费“大幅提高”。

Liu Songcheng: "the company did not authorize we announced the title costs." But he told reporters, compared with the master, the right to health group named "a substantial increase in fees".

据刘颂介绍，目前冠名费已经到位，但冠名权使用期限目前无法透露。据记者了解，康师傅冠名时，双方签署的冠名权使用期限为一年。

According to Liu Song introduction, the current title sponsor fee already in place, but the use of the term is currently unable to disclose the naming rights. According to the reporter, the Master title, the two sides signed a naming rights to use for a period of one year.

The goal is to buy?

在权健集团冠名泰达足球队的消息公开之后，天津坊间流传出权健冠名球队的两个原因：

After the right to health of the group named TEDA football news, Tianjin spread out two reasons of the right Jianguan teams:

其一，权健集团董事长束昱辉本人很喜欢足球，传闻他曾找人算命，算命大师告诉他应该投资足球；

First, the right to health group chairman Shu Yuhui I like football very much, that he had to find someone fortune, fortune teller told him that he should invest in football;

其二，有媒体报道，权健集团正准备把国外一家连锁医院品牌引进到中国。

Secondly, there are media reports, the right to health of the group is ready to put a foreign hospital chain brand introduction to China.

不过，对方在对权健集团进行调查时，发现他们的口碑并不好，因此，权健集团急需一个很好的载体提升公司的美誉度，扭转自己曾经被指“传销公司”、“虚假广告公司”的不良形象。

However, in the other group on the right to conduct the investigation, discovery is not good, so their reputation, the right to health group in need of a good carrier to enhance the company's reputation, he was referring to "reverse the MLM company", "false advertising" bad image.

“刚开始老板（束昱辉）买球队时，大家以为他就是借球队炒作一把，这里面有没有这个原因，肯定有！但是再往深一点去探讨的时候，可以看到，比如说江苏，一个省要建1000所足球学校，所有学校的篮球场要改成足球场，足球要记到各个省级领导的业绩考核里面，如果在这个时候，你要有一个球队而且踢得很好的话会怎么样？”权健集团一位孟姓高层反问《中国企业报》记者。

"In the beginning, the boss (Shu Yuhui) bought the team, everyone thought he was the team by speculation, there is no this reason, must have! But when, go deep into a point can be seen, for example in Jiangsu, a province to build a football school 1000, all school basketball to football, football to the various provincial leadership performance evaluation, if at this time, you need to have a team and play how can good?" The right to health group, a tall ask "China Meng enterprise newspaper" reporter.

就此说法，记者分别致电束昱辉及其助理，但截至发稿未获回应。

In this argument, reporters call Shu Yuhui and his assistant, but as of press time did not get a response.

据上述孟姓高层透露，足球队之所以现在还叫泰达权健足球队，是因为足球队属于泰达俱乐部所有，是国有资产，权健集团和泰达俱乐部的后续深度合作正在沟通过程中，“等全部办完，就直接是权健俱乐部”。

According to the above Meng executives said, the football team are also called TEDA football team is the right to health, because all belong to the TEDA club football team, is the state-owned assets, the right to health and the depth of cooperation group TEDA club are in the process of communication, such as "all through, just is the right to health club".

但这一说法并未得到俱乐部方面证实。

But this argument has not been confirmed by the club.

“作为国企，而且作为天津市的形象，泰达控股即使不想搞足球，也必须有关领导同意才行。而泰达方面也并不愿意将俱乐部转让给权健集团，主要是从安全角度考虑。”一位接近泰达足球俱乐部人士说。▲

"As a state-owned enterprise, but also as Tianjin city image, TEDA holding even if do not want to engage in football, also must be agreed to by the leadership. TEDA is not willing to be transferred to the right to health club group, mainly from the view of safety." A source close to the TEDA Football Club said. "

（原标题：亿元冠名知名球队：一次忽略受众心理的营销）

(original title: the title of well-known billion team: a neglected audience Marketing)

责任编辑：小申

Editor: small Shen