中国体育用品企业发展现状分析

Analysis of present status of China's enterprises for sports goods

当今体育用品行业中,耐克和阿迪达斯是名符其实的巨人。本文对比他们的成长,通过分析讨论,找出中国体育用品企业主要的不足集中在:产品质量与科技含量、产品设计、代言人选择、赞助活动实施、广告设计创意及建立全方位销售网络六方面。希望能引起国内体育用品生产企业的注意和思考,为繁荣体育用品市场做出贡献。

Nike and Adidas are two leading heads among sports goods. Compared with their growth courses,this paper aims at finding out the shortcomings of China＇ s enterprises, which mainly focus on the following six aspects：product quality, technological level, product design, choice of attorneys, overtaking sponsoring activities, creative ideas in designing advertisements as well as establishing sales networks. These findings are expected to attract attentions and reflections from such enterprises at home and abroad, so that none efforts are offered to prosper the market of sports goods.