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。
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.
出处
《哈尔滨体育学院学报》
2011年第6期37-39,共3页
Journal of Harbin Sport University
关键词
体育品牌
营销模式
审视
思考
Sports brand
Marketing mode
Examination
Thought
作者简介
作者简介：张晓健（1976-），男，讲师，硕士，研究方向为体育教学与训练。
