中国体育用品企业品牌化运营对策研究

The Countermeasural Research on the Brand Management of Sporting Goods Enterprises in China

现代企业之间的竞争己由产品竞争、质量竞争逐步演变为品牌的竞争,品牌战略对提升企业竞争力具有重要作用.我国体育用品企业品牌发展面临的主要问题:品牌意识薄弱;科技含量低,自主创新能力差;品牌缺乏对核心价值的精准定位;品牌宣传上以广告战为主;盲目进行品牌扩张和品牌延伸.针对存在的问题,提出了相应的对策.

Modern enterprise competition has evolved to brand competition from traditional product and quality competitons.Nowadays,brand strategy plays an important role in promoting the enterprise competitiveness.Sports enterprise brand development in our country is facing these problems,such as weak consciousness,low content of science and technology,bad innovation,lack of accurate positioning of core value of brand,brand publicity on advertising campaigns and blind brand expansion and extension.This paper is aimed to put forward the corresponding countermeasures according to these problems.