浙江省体育用品品牌现状分析及对策研究

Analysis and Countermeasures Research of Sports Products Brand in Zhejiang Province

通过问卷调查法、实地考察法了解浙江省体育用品品牌现状,分析出存在品牌资产有待提高;品牌定位模糊不清;品牌传播手段单一;品牌个性有欠缺;品牌保护能力低等诸多问题,针对性地提出发展对策:增强品牌保护意识,维护企业权益;完善质量监督机构,增强产品功能;明确市场定位,塑造品牌个性;丰富传播手段,慎选代言人;评价企业状况,选择品牌战略。

Through questionnaire survey and field studies,this paper analyzes the status quo of sports brand in Zhejiang province.Results show that the brand equity needs to be improved,unclear brand positioning,single brand communication,lack of brand personality,low brand protection capability and so on.The countermeasures of development have been proposed which are enhancing the awareness of brand protection and maintaining enterprise rights,improving the quality of oversight bodies and enhancing product features,clearing market positioning and shaping the brand personality,riching means of communication and selectiving spokesman,and evaluating business conditions and selecting brand strategy.