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2009年的夏季,也许是中国体育品牌最热闹的一年,其影响力已远远超过了2008奥运之年。中国本土品牌集体发力,在这个夏季不约而同地发起广告攻势,力求在这个销售大季抢占市场,开始了一年中最强势的宣传策略。相对于服装服饰产业的其他品类来说,体育品牌的烧钱做法的确有点让人眼晕。而对于企业来说,如此强势的广告投放,是一朵朵绚丽的烟花,还是一把把市场利剑,前景不甚明朗。
The summer of 2009 may be the most popular year for Chinese sports brands, whose influence far exceeds the 2008 Olympic year. Chinese local brands collective force, spontaneously launched in the summer advertising campaign, trying to seize the market in this big sales season, began the strongest year of publicity strategy. Relative to other categories of clothing and apparel industry, the sports brand burn practice is a bit dizzy. For businesses, such a strong advertising, is a blossoming fireworks, or a market sword, the prospects are not clear.