PAGE\*MERGEFORMATI摘要恒大或许不是金元足球的先驱者，但绝对是将金元足球推向顶峰的奠基者，我们不能否认的是自从2010年恒大跨入足球领域，注资广州足球，中国足球职业联赛受到各方的关注，球迷热情高涨。可是短时间的疯狂砸钱，追求短期成绩之后便是催生一大堆的经营发展问题，赚钱效率基本为负数，将房地产的泡沫推入职业足球，这也不仅仅是广州恒大淘宝的问题，亦是整个中国职业足球需要面临的问题。本文从可持续发展的角度，利用收集有关资料，与欧洲各优秀俱乐部比较及循序渐进的进行分析推理等方式，首先解读广州恒大淘宝足球俱乐部的基本情况，经济效益以及社会效益；其次，指出俱乐部在可持续发展中的经营问题；再次，对其出现的经营问题提出可行性对策；最后总结以及对其展望。广州恒大淘宝足球俱乐部是近十年中国职业足球最伟大的俱乐部，承载着国人的希望，望此文章能为广州恒大淘宝足球俱乐部的未来经营提供较为具体的理论指导，也为中国职业足球发展提供借鉴意义。关键词：经营、可持续发展、足球泡沫、广州恒大淘宝PAGE\*MERGEFORMATIIABSTRACTEvergrandemaynotbethepioneerofgoldenyuanfootball,butitisdefinitelythefounderofgoldenyuanfootballtothetop,wecannotdenythatsince2010Evergrandesteppedintothefootballfield,thecapitalinjectionofguangzhoufootball,theChinesefootballprofessionalleaguehasattractedtheattentionofallsides,fansenthusiasm.Butashorttimeofcrazymoney,afterthepursuitofshort-termresultsisthebirthofalotofbusinessdevelopmentproblems,theprofitefficiencyisbasicallynegative,therealestatebubbleintoprofessionalfootball,whichisnotonlyguangzhouEvergrandetaobaoproblem,butalsothewholeChineseprofessionalfootballneedstofacetheproblem.Fromtheperspectiveofsustainabledevelopment,thispaperanalyzesthebasicsituation,economicbenefitsandsocialbenefitsofguangzhouEvergrandetaobaofootballclubbycollectingrelevantinformation,comparingwithEuropeanexcellentclubsandanalyzingandreasoningstepbystep.Secondly,thepaperpointsoutthemanagementproblemsoftheclubinthesustainabledevelopment.Thirdly,putforwardthefeasiblecountermeasurestothemanagementproblems.Thefinalsummaryanditsoutlook..GuangzhouEvergrandetaobaofootballclubisthegreatestfootballclubinChinainrecenttenyears,bearingthehopeofthepeople,IhopethisarticlecanprovideamorespecifictheoreticalguidanceforthefutureoperationofguangzhouEvergrandetaobaofootballclub,andalsoprovideareferenceforthedevelopmentofChineseprofessionalfootball.Keywords:operation,sustainabledevelopment,footballbubble,GuangzhouHengdaTaobaoPAGE\*MERGEFORMATIII目录TOC\o"1-2"\h\uHYPERLINK\l"_Toc19924"一、引言PAGEREF_Toc19924