基于SWOT分析法的中国自主体育品牌建设研究

Based on the SWOT analysis of China sports brand construction research independently

随着"中国品牌日"的设立、国家品牌计划的实施、"一带一路"倡议的持续推进,未来一段时期品牌建设将成为企业发展的重点、国家经济增长的主要驱动力.通过运用SWOT分析法对中国自主体育品牌建设过程中存在的优势、机会、威胁和劣势等因素的分析,提出现阶段中国体育企业应加快资源整合、加大研发投入,对品牌定位、品牌管理策略和品牌商品力创新等方面进行深入研究,促进品牌升级,使国产品牌逐步向国际化、标准化和系统化发展.

With the establishment of“China brand”,the implementation of the national brand plan,“the Belt and the Road”initiative continues to advance,the future a period of brand building will become the focus of enterprise development,state the main driver of economic growth.Through the SWOT analysis to our country independent sports brand construction process advantages,opportunities,threats,and disadvantages existing in the analysis of the factors such as,proposed the present stage our country sports enterprise should speed up the resources integration,increased investment in research and development,speed up the brand positioning,brand management strategy and innovation of brand goods force of in-depth study,promote the brand upgrade,make the Chinese brand development gradually to the internationalization,standardization and systematization.