对我国体育用品企业产品策略的探讨

Study on Sports Articles Companies Product Strategies of Our Countries

产品是营销组合中第一个和最重要的要素,是企业增强市场竞争力的重要组成部分。我国加入WTO后,国外知名品牌的大批涌入我国体育用品市场,国内体育用品市场竞争日益激烈,我国的体育用品企业将面临着前所未有的机遇与挑战。本文着重分析在全球经济一体化的条件下,我国体育用品企业产品的现状及问题,提出我国体育用品企业的产品策略,提高我国体育用品企业的市场竞争能力。

Product is the first and the most important element of marketing combination, and plays an important part in enhancing the enterprise' s capability of market competition. After our country joined in the WTO, because of the more well - know brands rushing into our market from other countries and the more fierce competition in the market, our organizations who prduce and provide sports commodity confront specific opportunities and challenges never emerged before. In order to srtengthen the competitive capability of our enterprises in the market, the thesis focally analyzes the current situation and problems of our sports products and their organizations under the circumstances of global economy unification, proposes several product strategies for our companies.