“后奥运时期”中国体育用品品牌宣传分析

Period After the Olympic Games Sporting goods Brand Publicity Analysis in China

北京奥运会后,中国体育用品产业进入后奥运时期,体育用品产业的市场环境较奥运周期发生了巨大的改变。这一时期的体育用品品牌宣传面临着奥运后体育用品市场的诸多遗留问题,以及由奥运事件宣传营销向常态化过渡的挑战。在奥运后的一年中,我国体育用品市场上的各个品牌都结合当前的市场环境和自身特点调整了其品牌宣传策略,这些策略的变化反映了不同市场定位的品牌间不同的宣传战略目标,同时也在一定程度上预示了我国体育用品品牌宣传策略在奥运后一段时期的发展方向。

After Beijing Olympic Games,China sporting goods industry enters the post-Olympic period.The sporting goods industry＇s market environment has had the huge change.The period of the sporting goods brand after the Olympics is faced with a number of market remaining issues,as well as proclaims the event marketing by Olympic Games to pass on the marketing to the normalizing excessive challenge.In the post-Olympic year,each brand in our country sporting goods market＇s has adjusted its brand propaganda strategy.These strategy＇s change has reflected the different market localization brand the different propaganda strategic target,simultaneously has also indicated our country sporting goods brand propaganda strategy in the Olympic Games latter time development direction.