我国体育用品企业的品牌创新与风险管理研究

Research on Risk Management and the Creation of Sport Enterprise Brand in China

通过对制约我国体育用品企业品牌创新的因素分析,从市场学的角度对体育用品品牌创新的风险管理进行研究,旨在通过研究,为我国体育用品企业品牌创新及风险管理寻找一条可持续发展的道路。研究发现目前我国体育用品企业的品牌创新制约因素主要是融资、创新环境、管理等方面的因素,在此基础上得出了我国体育用品企业品牌创新的风险管理应该以技术创新、产品创新和管理创新为切入点的结论。

Based on the factor analysis that restrained the creation of Chinese sport business brand, in the view of marketing studies, this study conducted the risk management of sport product brand, in order to provide a sustainable development method for the creation of Chinese sport business brand and the risk management of sport product brand. The results of this study indicated that the main restrained factors included financing, creative environment, and management. Accordingly, it was found that the creation of Chinese sport business brand and the risk management of sport product brand should be drawn on the creation of the technique, products and management.