基于伯克同一性理论的中国本土运动品牌的营销策略分析

An analysis of Marketing Strategy of Chinese Home-grown Sports Brands——Based on Burk's Identification Theory

随着市场全球化和中国经济飞速发展,越来越多外国运动品牌抢占了很多本属于中国本土运动品牌的市场份额,使得本土品牌发展空间大幅压缩。然而,许多二三线运动品牌却通过自己独有的营销策略在激烈的营销战中闯出了自己的一番天地。文章基于伯克同一性理论,对此类获得成功营销策略进行分析,发现共同点策略是营销策略获得成功的关键。

With the market globalization and the rapid development of China＇s economy,more and more foreign brands have seized the market share which belonged to Chinese home- grown sports brands before. However,many second and third sports brands make their own world in the intense marketing campaign by their special marking strategy. Therefore,the paper will try to analyze special marketing strategy of Chinese home- grown sports brands from the perspective of Burk＇s identification theory.