我国民族体育品牌产品的保护与发展研究——以云南“云子”研究为例

Discussion on the Protection and Development of National Sports Brand Product

以云南"云子"品牌产品为研究对象,从民族体育品牌产品保护的视角出发,运用SWOT分析方法,通过对"云子"的发展现状、当前国内围棋市场的竞争特点、"云子"的产品组合、"云子"的营销策略及员工的品牌意识进行研究,分析了其保护与发展过程中所存在的机会与挑战、优势与劣势,并对之提出了相应的发展思路与对策,以促进"云子"品牌产品的健康发展,也为我国民族体育品牌产品的保护与发展提供借鉴与启示。

This paper, with Yunnan ＂Yunzi＂ brand product as the research object, from view point of the national sports brand protection, by using SWOT analysis method, and by studying the development status the ＂Yunzi＂, the competitive characteristics of the current domestic going market, the product mix of ＂Yunzi＇, marketing strategy of ＂Yunzi＂ and brand awareness of the staff, this paper analyzed the opportunities and challenges, advantages and disadvantages existing in its protection and development course, and proposed corresponding development thought and countermeasures to promote sound development of ＂Yunzi＂ brand products.