摘要
运用文献资料法、市场调查法等研究方法,通过对国内体育品牌产品在国际市场营销现状的分析和再认识;提出了准确定位品牌的核心竞争力、注重提高企业的自主创新能力营造企业文化、营销品牌代言人、营造品牌营销与延伸的良好环境等营销策略。
This thesis is on the base of observation and analysis of the marketing status quo of the domestic famous sports brands in the international market by the methods of documentary data and market investigation,promotes several marketing strategies such as to precisely position brands＇ competitive power,to stress on the companies＇ creative spirit,to build the enterprise culture and to create a good environment for the brands marketing so as to realize the internationalization of these famous brands earlier.
出处
《哈尔滨体育学院学报》
2007年第4期43-44,共2页
Journal of Harbin Sport University
关键词
体育品牌
品牌国际化
品牌效应
市场营销
Sports products
Brand internationalization
Marketing strategies
作者简介
袁率（1980-），男，助教，研究方向为体育教育训练学及社会体育学。
