泉州体育用品业品牌内化实践探析

Study on the Brand Internalization Practice of the Sporting Goods Corporation in Quanzhou

企业品牌化战略应包括品牌外化和品牌内化两个维度,其中品牌内化是品牌外化的基础和根基。20世纪90年代末以来,泉州体育用品业通过实施品牌外化战略取得可喜成效,但品牌外化正面临企业转型升级和品牌国际化双重考验,全面实施品牌内化战略是应对考验的必选项。文章基于212份调查问卷和76人次访谈,客观评估了泉州体育用品业品牌内化现状,尤其是存在的突出问题,并提出澄清品牌内化认知、制定品牌内化战略规划、健全品牌内化实施机制以及创新品牌内化操作模式四点策略性建议。

Enterprise brand strategy has two dimensions,including brand externalization and internalization, while brand internalization is the foundation of brand externalization.Since the late 1 990s,the sporting goods industry in Quanzhou made great achievements through implement the strategy of brand externaliza-tion,but the brand externalization is facing some problems,such as brand internationalization,transformation and upgrading of enterprises.The implementation of internalization brand strategy is the important way to solve the problem.In this paper,we study on the brand internalization practice of the Quanzhou sporting goods corporation based on 212 questionnaires and interviews of 76 persons,then find out the main problems of brand in the process of internalization,and finally put forward clear cognition, strengthen institutional guarantee to further promote brand internalization and build suitable sports brand internalization operating mode.