我国运动品牌建设与营销中的若干问题

Issues concerning Sporting Goods Brand Building and Marketing in China

在走访调查、座谈访问、文献资料分析的基础上,探析了我国运动品牌命名、标志设计、定位、营销、管理等方面的现状及存在的问题,并从明确我国运动品牌命名及标志设计的定位、提升核心竞争力、开展整合营销传播、构筑运动品牌建设与管理的平台等方面提出了对策与建议。

On the basis of investigation, interview and literature study, the article explores the status quo and existing problems in brand naming, logo design, positioning, marketing, management, etc. It puts forward some suggestions on the brand naming, positioning of logo design, improving core competitiveness, launching integrated marketing program and forming a platform for the brand building and management.