体育品牌开发现状及发展对策研究

Research on Development Situation and Countermeasure of Sports Brand

体育品牌是重要的体育无形资产,能带来巨大收益。体育品牌开发中存在的问题应该引起足够重视。立足于现实,就如何开发中国特色体育品牌提出如下对策建议:树立体育品牌意识;对体育品牌不断进行科技创新;打造特色体育品牌;重视市场调研,开展体育品牌营销创新;加速发展民族体育品牌,走跨越式发展道路,同时加强民族体育品牌保护,走可持续发展之路。实现中国由体育品牌弱国到强国的转变。

Sports brand is an important intangible asset of sports and can bring about significant benefits.Problems should be paid sufficient attention to in the development of sports brand.According to how to develop sports brand with Chinese characteristics on the basis of the actual condition,several countermeasures are suggested： to raise the awareness about the sports brand;to encourage continuous technological innovation;to build characteristics of sports brand;to pay attention to market research,to carry out sports brand marketing innovation;to expedite the development of national sports brand to achieve the development by leaps and bounds,while strengthening the national sports brand protection and sustainable development.These countermeasures may accelerate the realization of China leap from a weak sports brand state to a strong one.