我国体育用品产业的宣传策略研究

The Study On the Strategy of Propagation of China's Sporting Goods Industry

有效的宣传是促进我国体育用品业发展的锐利武器。对我国体育用品产业目前的宣传战略进行了分析,指出该行业存在着宣传意识滞后,宣传重点有失偏颇,创意与表现策略尚待成熟,宣传人才战略亟待实施的一系列问题,对其完善今后宣传策略提出以下相关建议:1)下沉宣传重心;2)扩展视野,面向整个体育人口,宣传全民健身;3)丰富宣传策略,导入CIS战略,实施整合行销传播;4)优化广告创意和表现策略;5)改变营销观念滞后的局面;6)淡化国内市场与国外市场的界限;7)突破人才瓶颈。

Effective propagation ,a sharp weapon ,plays an important role in promoting the development of china＇ s sporting goods industry. This thesis analyzes the current strategy of propagation of china＇ s sporting goods industry, then puts forward some constructive countermeasures. Therefore it will help this industry develop in its right course.