| NIKE的品牌扩张与我国体育用品品牌的发展 |
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| 引用本文： | 赵剑.NIKE的品牌扩张与我国体育用品品牌的发展[J].山东体育学院学报,2003,19(3):18-20. |
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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,渐江,宁波,315000 |
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| 摘 要： | 加入世贸组织后，我国的体育用品业面临着世界各大品牌抢占国内市场的挑战，而目前我国的体育用品品牌国际竞争力还比较弱。针对这一情况，在借鉴了世界第一大运动品牌NIKE的成功经验，分析了我国体育用品业目前存在的问题之后，提出借鉴性建议：确立合理的市场定位，组建大型企业集团，培养核心竞争力，运用现代营销理念建立健全营销体系，合作发展，把我国体育用品品牌推向国际市场。
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| 关 键 词： | 世贸组织 体育用品 NIKE 国际竞争 市场定位 营销体系 集团化经营 |
| 文章编号： | 1006-2076(2003)03-0018-03 |
| 修稿时间： | 2003年6月3日 |
The Brand Expansion of NIKE and the Development of Sports Products Brand in Our Country |
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| ZHAO Jian.The Brand Expansion of NIKE and the Development of Sports Products Brand in Our Country[J].Journal of Shandong Physical Education Institute,2003,19(3):18-20. |
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| Authors: | ZHAO Jian |
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| Abstract: | After entering WTO,sports products industry in our country has met the challenge that the famous sports products from all over the world are booming in China,while the international competition ability of our country's sports products brand is relatively weak at present.In view of this situation,the paper use the successful experiences of world-famous sports brand-NIKE to analyze the problems existing in our sports products industry and give some useful suggestions.The suggestions are as follows:to establish suitable market orientation;organize large enterprise groups to develop core competition ability;use modern management and sales conceptions to bulid sound management and sales system and push our sports products brand into the international market by cooperative development. |
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| Keywords: | sports products NIKE brand international competition |
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