中国体育用品品牌运行模式的研究

发布时间：2018-03-11 18:46

本文选题：体育用品品牌　切入点：机遇　出处：《吉林大学》2008年硕士论文　论文类型：学位论文

【摘要】： 2008年北京奥运会让我国体育产业呈现出一派生机勃勃的繁荣景象,给我国体育用品行业带来了百年难遇的发展机遇,但是随着全球一体化的到来,无疑给我国本土企业提出了更高的要求。在这股国际化浪潮推动下在,国外强势体育用品品牌纷纷挺进中国市场。如何维护自己的体育用品品牌,提高自身国际竞争力,是中国体育用品企业迫切关注的头等大事。因此,本文以我国体育用品品牌为研究对象,运用多种研究方法,归纳出我国体育用品品牌所面临的机遇以及发展过程中存在的问题,然后针对存在的问题,借鉴国外国内强势体育用品品牌的经验,结合中国实际情况,构建了一个我国体育用品品牌的运行模式,以此为国内体育用品企业发展自己的品牌提供合理化的建议。
[Abstract]:In 2008, the Beijing Olympic Games made the sports industry of our country take on a dynamic and prosperous scene, which brought about a rare opportunity for the development of the sports goods industry of our country. However, with the arrival of global integration, There is no doubt that China's local enterprises put forward higher requirements. Driven by this wave of internationalization, strong foreign sports goods brands have entered the Chinese market. How to maintain their own sporting goods brands and improve their international competitiveness, It is a top priority for Chinese sports goods enterprises to pay close attention to. Therefore, this paper takes Chinese sports goods brands as the research object and uses various research methods. This paper sums up the opportunities and problems in the development of sports goods brands in China, and then, in view of the existing problems, draws lessons from the experience of strong sports goods brands in foreign and domestic countries, and combines the actual situation in China. This paper constructs a running mode of sports goods brand in China to provide rational suggestions for domestic sports goods enterprises to develop their own brands.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G80-05

【引证文献】