| 从跨国品牌看我国体育用品品牌现状及发展策略研究 |
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| 引用本文： | 赵剑.从跨国品牌看我国体育用品品牌现状及发展策略研究[J].体育科研,2004,25(1):22-24. |
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| 作者姓名： | 赵剑 |
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| 作者单位： | 宁波大学初等教育分院体育部,浙江,宁波,315000 |
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| 摘 要： | 在借鉴了世界知名体育用品品牌耐克和阿迪达斯的品牌发展,分析了我国体育用品品牌现状之后,提出如下建议:(1)分析品牌生存环境,明确品牌定位;(2)组建大型企业集团,优化管理模式,培养品牌的核心竞争;(3)树立现代营销理念,建立健全营销体系;(4)开发体育人口资源;(5)经营中国品牌的独特价值。
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| 关 键 词： | 体育用品 跨国品牌 现状 发展策略 |
| 文章编号： | 1006-1207(2004)01-0022-03 |
| 修稿时间： | 2003年12月10 |
On the Present Situation and Development of the Chinese Sporting Goods Brands |
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| ZHAO Jian.On the Present Situation and Development of the Chinese Sporting Goods Brands[J].Sports Science Research,2004,25(1):22-24. |
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| Authors: | ZHAO Jian |
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| Abstract: | The author introduces the development of Nike and Adidas, the world renowned sportinggoods brands and analyses the present situation of the brands of the Chinese sporting goods. Thefollowing suggestions are put forward: a) analyzing the existing market for the brand and making clearthe position of the brand; b) setting up large-scale group enterprises, improving management and creat-ing competition between the name brands; c) forming modern marketing concepts and establishingperfect marketing systems; d) exploiting the resources of sports population; e) paying attention to thespecial value of Chinese brands. |
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| Keywords: | sporting goods transnational brands present situation development tactics |
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