中国体育用品名牌市场营销战略的路径

Path to Chinese Atheletics Commodity Brand Marketing Strategy

随着人们生活质量的提高,人们对体育用品的选择更加注重个性和品质,运动人群的划分越来越体现了专业性,而消费者对体育用品的认知和消费还处于模糊不成熟阶段,因此,主要从中国体育用品市场现状为切入点,得出企业名牌市场营销战略路径的选择。

With the people's living-standard improving,theirs choices for atheletics commodity are increasing paid to its character and quality and the demarcation of the sport crowd leads to growing professionalization.But the consumer's perception and consumption is not mature yet.Therefore,this paper will offer a path choice about enterprise's brand strategy by displaying the present condition of Chinese market in atheletics commodity.