刘翔品牌营销战略缺失的理论分析

The Theoretical Analysis of Missing Strategy for Liu Xiang Brand

从营销战略的角度,对刘翔品牌进行了分析,得出了刘翔品牌营销战略缺失的原因主要是营销团队建设的不足与我国体制的影响.在一个重视品牌商业价值的今天,体育明星不仅要重视其运动成绩也应该重视其商业价值的开发.

The essay analyse the brand of Liu Xiang from the perspective of strategic marketing, and shows that the main reason for the missing marketing strategy of Liu Xiang brand is lack of marketing team-building and the impact of the system of our country. Today commercial value of the brand is very important, sports stars should not only attention the result of the athelete but also should be emphasis on the explore of the brand commercial value.