我国体育用品企业的品牌经营现状与发展研究

Research on the Status Quo and Development of the Brand Management of Chinese Sports Goods Enterprises

近年来,我国体育用品企业品牌经营虽有发展,但与发达国家体育用品企业品牌发展水平仍有差距:如对品牌内涵缺乏的深刻理解;缺乏个性,一味攀附名牌;推广形式单一,沉溺于广告战;缺乏长期品牌意识,“短视”“投机”现象严重等。从我国国情出发,就如何更好地发展我国体育用品企业品牌经营提出了相应的对策:从长远出发,建立正确的品牌意识,切勿急功近利;明确产品定位,确立品牌个性;重视市场调研,开展营销创新;重视战略调整,加强品牌管理;营造优良的外部环境。

Although the brand management of Chinese sports goods enterprises has recently made some progress, Chinese enterprises are still far behind their counterparts of developed countries. For example, lack of deep understanding of brand concept, lack of characteristics, modeling famous brands only, simple marketing mode, indulging in ads war, lack of long term brand consciousness, near-sightedness, venture, and so on. We put forward a plan about how to develop and better the brand management of Chinese sports goods enterprises. For the sake of long-termness, we should cultivate the proper sense of brand and should not eager for quick success and instant benefit. We should nail down the orientation of products and set up the brand characteristics. We should pay more attention to the market research and develop new marketing modes. We should attach importance to the adjustment of strategy and improve the brand management. We should build a good environment.