体育用品品牌研究回顾与展望

A Review and Prospect of the Research on Sports Products Brand

品牌管理能为品牌拥有者带来强大的溢价能力,在营销管理中处于重要地位。体育用品品牌理论研究的学术史梳理,有助于明确品牌创新与发展的方向,为我国体育用品生产商制定有效的品牌战略提供决策依据。通过对国内外现有文献的分析、归类和总结,发现学术界在品牌认知、品牌资产、品牌关系和品牌竞争力等方面均取得一定研究进展,包括品牌认知中的体育心理偏好、品牌资产构成中的体育消费特征、品牌关系中的利益相关者、竞争力结构中的内外部系统因素等,也指出了理论研究不够系统、国际比较研究不够深入等问题,提出下一步提升品牌生态系统研究阶段,从系统层面识别体育用品品牌生态位构成要素及影响因素,在全球价值链高端攀升的背景下提出品牌生态化管理战略。

Brand management, an indispensable part of marketing management, can bring the brand owners strong premium capacity. The carding of researches on sports products brand contributes to finding research directions of brand innovation and development, which can provide decision-making basis for the manufacturers to make effective brand strategies. Through the analysis, classification and summerization of literature at home and abroad, it finds out that some development has been made in the fields of brand cognitive（sports mental preference）, brand equity（sports consumption features）, brand relationship（stakeholders） and brand competitiveness（internal and external factors）. It points out the limitations of previous researches lie in lack of systematic theoretical studies and international comparative studies. It suggests that the future study be promoted to brand ecosystem： to identify the constituents and influencing factors of sports products brand niche, and based on the background of moving up to the high end in the global value chains to put forward brand ecologicalized management strategies.