中国体育品牌国际化问题研究

发布时间：2018-07-06 09:12

本文选题：品牌 + 品牌国际化　；参考：《东北财经大学》2010年硕士论文

【摘要】：随着经济的发展、人们收入的提高和闲暇时间的增多,人们对体育的需求日益增长,体育产业低成本、启动快、渗透性强和辐射范围广等诸多优势逐步体现出来,使得体育产业在许多国家得到持续快速发展,产业规模不断扩大。目前,世界体育产业的年产值已超过5,000亿美元,并且以每年近20%的速度高速增长。在世界上体育产业最发达的美国,其与体育相关的产值在国民生产总值所占比例已由20世纪80年代的1%上升到20世纪90年代中期的2%,体育产业的市场价值也由1995年的1,520亿美元上升到2002年的2,130亿美元,所占国民生产总值上升到2.4%,成为美国的第六大支柱产业,早在10年前其体育产业的年产值已达631亿美元,超过了石油和航空工业。另外,体育产业与国民经济其他产业关联性较强,在一定条件下可以带动其他产业发展。可以说,体育产业在世界各国国民经济各个行业中的地位不断上升,成为许多国家国民经济新的增长点,体育产业直接为国民经济创造效益的功能和拉动关联产业增长的功能也更加显著,成为21世纪最具活力的朝阳产业。在我国,体育作为一项产业发展是从20世纪90年代才开始的。改革开放30年,随着经济收入的增加和生活水平的提高,我国人民对体育活动和体育用品的需求也越来越大,体育正在成为全社会的一个投资和消费热点。尤其是2008年北京奥运会的成功举办,使得体育用品行业迅猛发展。全球化是不可抗拒的历史潮流,世界体育产业也正朝着全球化的趋势发展。但由于中国人口众多,市场潜力巨大,国外的体育用品制造商都纷纷将目光投向了中国市场,在这一形势下,中国本国的体育用品制造商们如何利用自身的优势资源,运筹帷幄以出奇制胜,根植于国土,走品牌国际化道路,就成为了一个十分值得研究的问题。在复杂多变的国际市场上,激烈的竞争突显了品牌的重要价值,品牌价值的大小是衡量一个企业的国际竞争力的重要标志,也是品牌国际化程度的综合反映。品牌是一个名称、符号、象征,或者是它们意义的组合,但更是一个系统的概念。从厂家的角度看,它是以某种核心能力为内在基础,以价值生产、传播和传递为手段,向市场提供某种独特的功能和效用的文化载体,它体现了企业的个性；从消费者的角度来看,品牌是消费者对这种功能或效用的感知、认同、内化,进而形成对公司及其产品品牌的信念,它体现了公司的形象和价值。宏观上讲,品牌是衡量国家在世界上综合竞争力的重要指标之一：微观上讲,品牌是消费者消费忠诚度的具体体现和最终消费目标。当一个企业拥有自主品牌,在国内市场已经日趋饱和的情况下,就应该考虑走国际化道路了。关于品牌国际化的定义,迄今为止,理论界尚无定论。宋永高认为：当一个企业用相同的品牌名称和图案标志,进入一个对本企业来说全新的国家,开展品牌营销,就是品牌国际化。通常品牌国际化的目的是在异国他乡建立起本品牌的强势地位。因此,品牌国际化简单地说就是品牌的跨国营销。。张华容认为：品牌国际化概念本身是针对地域问题而提出来的。当一个企业用相同的品牌进入一个对本企业来说全新的市场,创建企业的用户资源,让品牌在全球范围内与不同区域市场消费者发生良性的互动关系,就是品牌国际化。因此,品牌国际化的目的就是要在本土以外的市场建立品牌的强势地位。学术界有很多关于品牌方面的著作,但在体育品牌上下功夫的微乎其微。至今还不能找到比较完整的体育品牌方面的文章,就更不用说体育品牌国际化问题了。因此本文能对体育品牌国际化方面做一个很好的补充,对中国体育品牌的国际化问题进行深入的分析,提出中国体育品牌国际化的优势与劣势,为中国体育界提出对策与策略。本文主要结合有关国际化理论知识,运用案例分析法,基于阿迪达斯,耐克,李宁等知名体育品牌企业的国际化发展和策略,对中国体育产品行业的国际化问题进行了研究,分析了其现状,国际化的模式,存在的问题,并在文章最后为中国体育品牌国际化提出了建议性的策略。全文共分为七部分：第一章是引言,主要介绍了本文选题背景,提出本文要研究的问题,在此基础上整理出本文的研究内容和意义,最后指出本文的研究方法并设计出研究框架以及论文的内容和结构。第二章介绍了品牌国际化的相关理论。首先对品牌的国际化的定义做了详细的阐明,然后介绍了品牌国际化的衡量标准。在该章节也讨论了品牌国际化的机遇与风险,为中国体育品牌走品牌国际化道路提供了足够的理论依据。第三章系统回顾了中国知名企业走国际化的成功例子,海尔,TCL,华为,格兰仕,同仁堂的国际化各代表着不同的模式。这五种模式将在该章节详细论述。同时,也提及了中国企业品牌国际化的成功对中国体育品牌国际化的借鉴和启发。第四章开始进入论文主题,简要介绍了国内外知名体育用品品牌国际化的具体步骤和国际化策略。为了能更好地说明国内外体育用品企业的发展和其各自的国际化策略,文章具体列出了世界两大体育巨头,阿迪达斯和耐克,中国品牌则列举了李宁。首先对三个知名公司做了一个大概的介绍,然后介绍了各自国际化的进程,这对中国体育用品企业国际化提供了现实依据,具有很强的借鉴意义。第五章重点分析了中国体育品牌的现状。首先介绍了中国体育品牌的发展情况以及世界体育品牌在中国的发展的情况。列出了在中国市场主要的体育用品企业以及各自的市场份额。同时指出了中国体育品牌的主要特征以及存在的主要问题。除此之外,本章节重点阐述了中国体育品牌的国际化现状,以及制约中国体育品牌国际化的主要原因。中国是个制造大国,全球70%以上的体育用品都是中国制造,但中国体育品牌却没有一个自己创造,这确实值得深思。第六章是文章的重点章节。结合中国体育用品企业的实际和世界体育用品产业的发展,为中国体育用品企业国际化提出了建议。认为可以从四个方面加强品牌国际化进程。第一个方面是产品策略。产品是根本,没有过硬的质量,永远不能立足,更谈不上走向国际了。在保证质量的同时,也要提供与时俱进,风格独特的产品。产品服务也一定要跟上。第二个方面是定价策略。根据消费者心理和国际市场来定价,不能太低也不能过高,而且,在国际化不同阶段定价策略也各不相同。第三个方面是渠道策略。如何把中国的体育用品卖到国外去,这是一个很具体的问题。是在超市百货店寄售还是自创品牌连锁店,抑或是网络销售,这都是一个需要去认真考虑的问题。第四部分是品牌传播策略,也称为营销策略。体育用品在这块一定是重点。可能产品质量一样,价格差不多,销售方式也类似,但回想起在中国阿迪达斯和耐克的行销策略,你就能知道广告,赞助体育赛事对体育品牌的宣传力度和深远影响了。同时,定期参加展会,加强公共关系沟通也不能够忽视。第七章是全文的总结性论述,概括了文章的主要内容,并指出了文章的不足之处：关于阿迪达斯耐克详细战略的资料比较少,所以文章中的案例分析有待加深。此外,由于国际化的理论还不成熟,权威参考也比较少,所以论述起来条理性和专业性有待加强。除此之外,体育产业相关数据也要及时更新。由于中国体育产业还属于新兴产业,统计年鉴还暂未单独设立该项数据,而且中国很多体育用品公司是未上市的中小型企业,公司数据比较难获得,至今还没有比较专业的机构对体育产业进行统计。但笔者相信,体育品牌国际化已经是不可阻挡的趋势。在经济全球化和市场国际化的宏观条件下,中国体育用品企业在站稳中国本土市场的同时,也要积极投身到国际市场中来。相信在不久的将来能看到更多的中国体育品牌走向世界,为世人所熟之和使用。
[Abstract]:With the development of economy , the increase of people ' s income and the increase of leisure time , people ' s demand for sports is growing , the sports industry has been growing rapidly in many countries , the industrial scale is expanding . At present , the annual output value of the sports industry has risen to 2 . 4 % in the middle of the 20th century .

With the increase of economic income and the improvement of living standards , the demand of sports activities and sporting goods is becoming more and more important in our country . With the increase of the economic income and the improvement of living standards , the Chinese people have become an investment and consumption hotspot in the whole society .

In the complex and changeable international market , the fierce competition highlights the important value of the brand , the size of the brand value is an important symbol to measure the international competitiveness of an enterprise , it is also a comprehensive reflection of the brand internationalization degree . The brand is a name , symbol , symbol , or a combination of their meaning , but it is also a system concept . From the point of view of the manufacturer , it is a cultural carrier with some unique function and utility in the market , which embodies the personality of the enterprise .
From the point of view of the consumer , the brand is the consumer ' s perception , identification and internalization of this function or utility , thus forming the belief of the company and its product brand , which embodies the image and value of the company . In the macro - speaking , the brand is one of the most important indicators to measure the country ' s comprehensive competitiveness . In the micro - speaking , the brand is the concrete embodiment and the final consumption goal of the consumer loyalty .

When an enterprise has its own brand , the international road should be taken into consideration when the domestic market has become saturated . So far , there is no theory limit on the definition of brand internationalization . In Song Yonggao , it is the brand internationalization . The purpose of brand internationalization is to establish the brand internationalization . Therefore , the brand internationalization is simply the brand ' s transnational marketing . Zhang Huarong believes that the concept of brand internationalization itself is proposed for regional problems . When an enterprise enters a new market for the enterprise with the same brand , the user resources of the enterprise are created , so that the brand internationalization is the brand internationalization . Therefore , the purpose of the brand internationalization is to establish the strong position of the brand outside the local market .

In the academic circle , there are many works about the brand , but there is little effort in the sports brand . So far , it is not necessary to find the more complete articles in sports brand , not to mention the internationalization of sports brands . Therefore , this paper can make a good complement to the internationalization of sports brands , and make an in - depth analysis on the internationalization of sports brands in China , and put forward the advantages and disadvantages of the internationalization of sports brands in China , and put forward countermeasures and strategies for China ' s sports circles .

Based on the international development and strategy of famous sports brand enterprises , such as adidas , Nike and Li Ning , this paper studies the internationalization of sports products industry in China , analyzes its current situation , international model and problems , and puts forward some suggestions for the internationalization of Chinese sports brand .

The full text is divided into seven parts :

In the first chapter , the author introduces the background of this paper , puts forward the problems to be studied in this paper , and then puts forward the research contents and significance of this paper . Finally , the paper points out the research methods and designs the research framework and the contents and structure of the paper .

The second chapter introduces the theory of brand internationalization . Firstly , the definition of brand internationalization is explained in detail , then the weighing criterion of brand internationalization is introduced . The opportunity and risk of brand internationalization are also discussed in this chapter , which provides enough theoretical basis for the brand internationalization of Chinese sports brand .

The third chapter reviews the successful example of the internationalization of China ' s famous enterprises , Haier , TCL , Huawei , Grant and the internationalization of Tongren Hall represent different modes . The five modes will be discussed in detail in this chapter . At the same time , it also mentions the successful reference and inspiration to the internationalization of Chinese sports brands .

In order to better illustrate the development of sports goods enterprises at home and abroad and their respective internationalization strategies , the article lists the development of sports goods enterprises at home and abroad and their respective internationalization strategies . In order to better illustrate the development of sports goods enterprises at home and abroad and their respective internationalization strategies , the article lists the two major sports giants , adidas and Nike , and then introduces the process of internationalization , which provides a realistic basis for the internationalization of Chinese sports goods enterprises , and has great reference significance .

The fifth chapter focuses on the present situation of sports brands in China . First , it introduces the development of sports brands in China and the development of sports brands in China . The main characteristics and main problems of sports brands in China are listed . In addition , this chapter focuses on the internationalization of sports brands in China and the main reasons for the internationalization of sports brands in China .

The sixth chapter is the key section of the article . In combination with the development of China ' s sporting goods enterprises and the development of the world sports goods industry , it puts forward some suggestions for the internationalization of Chinese sports goods enterprises . The first aspect is the product strategy . The first aspect is the product strategy . The second aspect is the product strategy . The fourth part is the brand communication strategy , which is also called the marketing strategy . The fourth part is the brand communication strategy , and it is also called the marketing strategy . The fourth part is the marketing strategy .

Chapter 7 is the summary of the whole text , summarizes the main contents of the article , and points out the deficiency of the article . In addition , since the theory of internationalization is less mature and the authoritative reference is relatively few , the relevant data of the sports industry should be updated in time . In addition , the statistics of the sports industry are not separately established . In addition , many sports goods companies in China are not listed , and the data of the company is difficult to obtain . So far , there is no more professional organization to make statistics on the sports industry .

However , the author believes that the internationalization of sports brands has become an irresistible trend . Under the macro - conditions of economic globalization and market internationalization , Chinese sports goods enterprises should also be actively involved in the international market at the same time , and believe that more Chinese sports brands can be seen in the world in the near future .
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.8;F273.2

【参考文献】