基于品牌生态系统视域我国体育用品强势品牌塑造研究——以李宁、安踏、360°等国内一线品牌为例

The Shaping of Sports Strong Brand from Brand Ecosystem

通过文献资料、综合分析等研究方法,基于品牌生态学对我国体育用品品牌的生态系统进行了分析,目前本土体育品牌主要处于体育用品消费市场日渐壮大、体育产业日益受到重视、体育用品品牌格局稳中有变的外部生态系统中;在内部生态中主要存在核心创新能力欠缺、品牌战略能力不足、现代企业管理能力有待升级等问题。针对现存的生态环境从品牌的内外部环境提出了体育用品强势品牌打造的路径:体育品牌外部生态系统的改善——打造体育用品品牌企业集团;优势体育品牌塑造内部生态系统的优化——立足本土的初期延展路径、建立现代企业文化制度、提升产品创新能力,提升品牌内涵,促进品牌价值升级。

Through literature,comprehensive analysis,The shaping of sports strong brand from brand ecosystem was analyzed,currently mainly in the local sports brand＇s growing consumer market,more and more attention the sports industry,sports goods brand pattern steady change of the external ecosystem;mainly in the internal core of eco-innovation in the lack of capacity,a lack of brand strategy,the modern enterprise management capabilities to be upgraded and so on.The existing environment for internal and external environment from the brand made a strong sports brand building path： sports brand external ecosystem improvement-build sports brand enterprise groups;sports branding potential optimization of internal ecosystem-based on local The initial extension of the path,establishing a modern enterprise culture system,enhance product innovation,enhance brand meaning,and promote brand value upgrade.