| 对我国体育品牌营销的审视与思考 |
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| 引用本文： | 张晓健.对我国体育品牌营销的审视与思考[J].哈尔滨体育学院学报,2011,29(6):37-39. |
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| 作者姓名： | 张晓健 |
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| 作者单位： | 苏州工艺美术职业技术学院,江苏苏州,215000 |
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| 摘 要： | 运用文献资料、逻辑分析等研究方法对我国目前体育品牌营销模式进行了分析研究，结果显示：我国体育品牌营销模式存在着缺乏长期战略规划、营销手段单一、不注意名人与品牌之间有效的连接点等问题，并在此研究基础上提出了相应的建议，为我国体育品牌营销的进一步完善提供参考。
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| 关 键 词： | 体育品牌 营销模式 审视 思考 |
Examination and Thought on Chinese Sports Brand Marketing |
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| Authors: | ZHANG Xiao-jian |
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| Institution: | ZHANG Xiao-jian(Suzhou Art & Design Technology Institute,Suzhou 215000,Jiangsu China) |
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| Abstract: | By applying documentation method and logic analysis, the paper aims to do a research on the marketing mode of Chinese sports brand currently which, according to the result, reveals many problems including lack of long-term strategic planning, singular marketing method and less attention to the effective connecting points between celebrities and brands. Based on this research, the author provides some related suggestions in hope of further improving Chinese sports brand marketing. |
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| Keywords: | Sports brand Marketing mode Examination Thought |
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