我国国产冬季体育用品的品牌打造

Discuss the Building of China-made Winter Sports Brand

国产冬季体育用品品牌打造在我国拥有较大发展空间,本文基于文献资料法、调查访问等方法,对我国冬季体育用品的品牌现状进行分析。结果表明,国外品牌占据大部分市场份额,产品知名度不够高,夏季与冬季体育用品品牌发展不平衡,国内拥有自主知识产权的产品比例偏低,消费者的品牌忠诚度有待提高。同时,根据研究所得结论,从打造具有我国本土特色的国产冬季体育用品品牌的角度提出了品牌打造的相关对策与建议。

The building of China-made winter sports brand have a large space for development in China,based on the literature,survey and other methods,analyze the situation of winter sports brand.The results show that,the foreign brands share most of the market,the product awareness is not high enough,summer and winter sports brands are uneven development,the product with independent intellectual property rights is a low proportion,consumer brand loyalty will be improved.Meanwhile,according to the studies conclusion,from build our local characteristics China-made winter sports brand point,put forward relevant proposals.