站上奥运领奖台——国产运动品牌成长之路
发布时间：2018-12-17 21:27
【摘要】：我国国产运动品牌虽发展时间较短,但在奥运会的契机和全民运动的风潮下成长极快,经历了快速扩张期,迅速形成了一批全国性的品牌,具有相当的知名度。但由于品牌自身积淀与市场开拓的速度脱节,终端渠道扩张过度,国产运动品牌于2012年集体遭遇了危机,被迫进行了较大的结构重组,进入了深度调整期。伴随着全民的健身热情、良好的社会环境,若能进一步了解本土市场,开发兼具专业性与外观的产品,建立多层次销售渠道,国产运动品牌终将获得可持续的长期发展。
[Abstract]:Although the development time of domestic sports brands in China is relatively short, they grew very fast under the opportunity of the Olympic Games and the tide of national sports, experienced a rapid expansion period, and formed a number of national brands quickly, with considerable popularity. However, due to the disconnection between the brand's own accumulation and the speed of market development, and the excessive expansion of the terminal channel, the domestic sports brands suffered a crisis in 2012 and were forced to carry out a larger structural reorganization and entered a period of deep adjustment. With the national fitness enthusiasm, good social environment, if we can further understand the local market, develop both professional and external products, establish multi-level sales channels, domestic sports brands will eventually get sustainable long-term development.
【作者单位】： 清华大学美术学院;
【分类号】：G80-05
[Abstract]:Although the development time of domestic sports brands in China is relatively short, they grew very fast under the opportunity of the Olympic Games and the tide of national sports, experienced a rapid expansion period, and formed a number of national brands quickly, with considerable popularity. However, due to the disconnection between the brand's own accumulation and the speed of market development, and the excessive expansion of the terminal channel, the domestic sports brands suffered a crisis in 2012 and were forced to carry out a larger structural reorganization and entered a period of deep adjustment. With the national fitness enthusiasm, good social environment, if we can further understand the local market, develop both professional and external products, establish multi-level sales channels, domestic sports brands will eventually get sustainable long-term development.
【作者单位】： 清华大学美术学院;
【分类号】：G80-05
【相似文献】
相关期刊论文 前10条
1 何伟;;浅析中国运动品牌标志[J];设计艺术研究;2013年04期
2 颜秀春;徐懿;;我国体育运动品牌企业高库存的原因及对策分析[J];宿州教育学院学报;2014年01期
3 周运锦;黄桂红;;运动品牌营销:运动产业经营新趋势[J];赣南师范学院学报;2006年01期
4 马振杰;;对奥运商机与运动品牌打折促销的思考[J];科技创业月刊;2012年10期
5 ;匹克个性挑战细分市场[J];体育世界(扣篮);2010年12期
6 李鸿煊,赵波;中国运动品牌战略分析[J];辽宁体育科技;2004年02期
7 李睿R，
本文编号：2384820
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2384820.html
