“钻石模型”视域下我国体育品牌发展因素分析

Analysis on the development factors of China’s sports brand from the perspective of“Diamond Model”

现阶段我国体育品牌的发展路径还不够完善,在创新上不仅要从产品本身出发,更要对营销模式进行创新,制定独特的发展战略,由强带弱,强强相帮,推动体育产业的集群化发展,形成更好的品牌效应,力求多样化的“中国式”体育品牌在国内与国际上展露头彩。因此,采用文献资料法,以波特的“钻石模型”对我国体育品牌的发展因素进行了分析,同时指出体育品牌形成的条件,为我国体育品牌的发展提供帮助。

At the present stage,the development path of China’s sports brands is not perfect enough.In terms of innovation,we should not only start from the product itself,but also innovate the marketing model,formulate a unique development strategy,promote the cluster development of the sports industry from the strong to the weak,and help the strong to form a better brand effect,and strive to display a variety of“Chinese style”sports brands at home and abroad.Therefore,this paper uses the method of literature and materials,through consulting relevant literature,and then analyzes the factors affecting the formation of China’s sports brand with Porter’s“diamond model”,at the same time points out the conditions for the formation of sports brand,provide some theoretical help for the development of sports brands in China.