摘要
在借鉴了世界知名体育用品品牌耐克和阿迪达斯的品牌发展,分析了我国体育用品品牌现状之后,提出如下建议:(1)分析品牌生存环境,明确品牌定位;(2)组建大型企业集团,优化管理模式,培养品牌的核心竞争;(3)树立现代营销理念,建立健全营销体系;(4)开发体育人口资源;(5)经营中国品牌的独特价值。
The author introduces the development of Nike and Adidas, the world renowned sportinggoods brands and analyses the present situation of the brands of the Chinese sporting goods. Thefollowing suggestions are put forward: a) analyzing the existing market for the brand and making clearthe position of the brand; b) setting up large-scale group enterprises, improving management and creat-ing competition between the name brands; c) forming modern marketing concepts and establishingperfect marketing systems; d) exploiting the resources of sports population; e) paying attention to thespecial value of Chinese brands.
出处
《体育科研》
2004年第1期22-24,共3页
Sport Science Research
关键词
体育用品
跨国品牌
发展现状
发展策略
中国
sporting goods
transnational brands
present situation
development tactics
