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以价值创新为导向的我国健身服务产品品牌建设研究
引用本文:肖淑红.以价值创新为导向的我国健身服务产品品牌建设研究[J].天津体育学院学报,2009,24(3):216-217.
作者姓名:肖淑红
作者单位:北京体育大学管理学院,北京,100084
摘    要:从分析产品品牌建设的根本途径人手,对我国体育健身服产品品牌建设存在的问题进行阐述;进一步对品牌建设存在问题的根源进行剖析,分别为全民健身中心和商业健身俱乐部提出品牌建设的具体建议.主要结论:以顾客为核心,以价值为导向.降低成本,提升功能,是体育健身服务产品品牌建设的重要路径;体育服务机构要重视价值管理与价值实现的理念;体育健身服务产品晶牌建设的实质是产品的价值创造;品牌建设核心问题就足围绕着产品价值创造来提升竞争力;体育健身服务机构要关注价值管理技术、学习相应方法,在变化的市场中练内功,从而提升应变能力,创造有竞争力的体育健身服务产品品牌.

关 键 词:中国体育产业  体育健身服务产品  品牌建设
修稿时间:5/4/2009 12:00:00 AM

Brand Building of Chinese Sport Fitness Service Products by the Innovative Value-Oriented
XIAO Shuhong.Brand Building of Chinese Sport Fitness Service Products by the Innovative Value-Oriented[J].Journal of Tianjin Institute of Physical Education,2009,24(3):216-217.
Authors:XIAO Shuhong
Institution:School of Management, Beijing Sport University, Beijing 100084, China
Abstract:This article from the analysis of product brand building fundamental way to explore some problems in the construction of sports brand in China and analyze the roots of problems, give some suggestions for national exercise centers and business fitness clubs. The important brand-building paths are special emphasis on the customer as the core, value-oriented, lower costs and enhance the functions of fitness; Sports service agencies should pay attention to value management and value realization; The essence of sports brand products is value creation; The core issue of brand building is the creation of product value to enhance their competitiveness. All level government institutions and enterprises should pay attention to the value of management skills, study the appropriate method of changing market skills, so as to enhance the ability to create a competitive brand sport products.
Keywords:Chinese sport industry  sport fitness service products  brand building
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