體育用品公司的品牌管理(已修改)
2025-04-30 03:39 本頁面
【正文】 XXXX大學(xué)200X屆本科畢業(yè)論文題目：體育用品公司的品牌管理論文作者：＿＿＿＿＿XXX＿＿＿ ＿＿作者所在院（系）：＿XXXX學(xué)院＿ ＿＿作者所在專業(yè)：＿＿＿＿XXXX＿ ＿作者學(xué)號：＿＿＿＿＿＿XXXXX＿＿ ＿指導(dǎo)教師姓名：＿＿＿＿XXXX ＿＿＿指導(dǎo)教師職稱：＿＿＿＿＿XX ＿＿＿＿2009 年 X 月摘 要21世紀(jì)體育產(chǎn)業(yè)將與旅游業(yè)、影視業(yè)和網(wǎng)絡(luò)業(yè)一起，成為最具活力和廣闊前景的四大產(chǎn)業(yè)。體育產(chǎn)業(yè)中的體育用品行業(yè)，也將面臨巨大的發(fā)展機遇。中國的體育用品行業(yè)經(jīng)過20多年的發(fā)展，已經(jīng)處于壟斷競爭狀態(tài)。一些國際上的著名品牌，如耐克、阿迪達(dá)斯憑借著巨大的產(chǎn)品設(shè)計研發(fā)優(yōu)勢和品牌運營優(yōu)勢，牢牢地占據(jù)高端市場。而大量的中國體育用品商在中低端市場上拼殺。近幾年，隨著中國經(jīng)濟的快速發(fā)展，國民生活水平不斷提高，體育、休閑越來越受多地融入到了中國百姓的日常生活當(dāng)中，而體育產(chǎn)業(yè)作為關(guān)聯(lián)面極廣的上游產(chǎn)業(yè)、我國國民經(jīng)濟新增長點的趨勢越來越明顯。2008年北京奧運會的舉行更是為中國體育用品行業(yè)創(chuàng)造了良好的發(fā)展契機。然而現(xiàn)在的中國只是體育用品生產(chǎn)大國而不是品牌強國，用自己品牌打入國際市場的產(chǎn)品還是鳳毛麟角。面對世界著名品牌每年幾十億美元的銷售量和品牌價值，可以說我們所有的體育用品企業(yè)幾乎還是和巨人作戰(zhàn)的兒童。所以，如何打造本土品牌、把品牌做大做強是擺在中國體育用品企業(yè)面前的共同課題。正因為上述原因，本文對于中國體育用品生產(chǎn)企業(yè)品牌管理的研究有著非常重要的現(xiàn)實意義。關(guān)鍵詞：體育用品 品牌Abstract In 21 Century, Sports industry is considered as one of the most promising four industries with Tourism, Movies and Internet Industry .The sports products industry also faces great opportunities in the new century.After 20 years development, China’s sports products industry is in monopolistic petition. Some famous international brands, like Nike and Adidas, captured China’s high level segment through their fast products innovation and strong brand operation. And the majority of national sports products panies are peting furiously in meddle and low level market. Beijing 2008 Olympic games and China’s accession to the WTO status brings out the opportunities and challenges on its sporting goods market in this rapidly growing economy. Many wellknown sporting goods brands have entered China market and the petition in China’s sporting goods market is intense. Lack of strong sporting goods brands makes China’s sporting goods panies be faced with the existence and development pressure.Be confronted with great needs from home and abroad, sporting goods panies in our country still have many problems on the marketing management. The most obvious problem is the lack of famous sporting goods branding. Based on the analysis of the exterior marketing condition and panies39。 actuality faced by China39。s sporting goods panies, the research objective of the dissertation is to find out the problems of sporting goods panies39。 branding, make the right market position,propose effective branding management strategies for sporting goods panies, and force sporting goods panies in our countries to develop rapidly.Keywords: Sports products Brand,目 錄摘 要 2ABSTRACT 3緒 論 5 6 7 7 7 8 8 9 9 9 9 9 10 10 10 11 11 12 14 14 15結(jié) 論 17參考文獻 19緒 論研究目的品牌定位一直是中國體育企業(yè)的“軟肋”，但中國體育企業(yè)并沒有放棄對品牌的執(zhí)著追求，從模仿到創(chuàng)新，從立足國內(nèi)到競爭國際市場，經(jīng)過十多年摸爬滾打，一批有實力的企業(yè)已從產(chǎn)品經(jīng)營轉(zhuǎn)向品牌經(jīng)營，企業(yè)研發(fā)投入和體育贊助。從 2000 年開始，我國體育
公司管理相關(guān)推薦
鄂ICP備17016276號-1