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近年来,我国体育用品企业品牌经营虽有发展,但与发达国家体育用品企业品牌发展水平仍有差距:如对品牌内涵缺乏的深刻理解;缺乏个性,一味攀附名牌;推广形式单一,沉溺于广告战;缺乏长期品牌意识,“短视”“投机”现象严重等。从我国国情出发,就如何更好地发展我国体育用品企业品牌经营提出了相应的对策:从长远出发,建立正确的品牌意识,切勿急功近利;明确产品定位,确立品牌个性;重视市场调研,开展营销创新;重视战略调整,加强品牌管理;营造优良的外部环境。
In recent years, although the development of brand management of sporting goods enterprises in our country, there is still a gap between the brand development of sporting goods enterprises in developed countries and the developed countries. For example, the brand understands the lack of personality and blindly adheres to brand names. War; lack of long-term brand awareness, “shortsighted” “speculative” serious phenomenon. Starting from China’s national conditions, we put forward corresponding countermeasures on how to better develop the brand management of China’s sporting goods enterprises: from the long-term point of view, establish the correct brand awareness, do not seek instant success; clear product positioning, establish brand personality; pay attention to market research, carry out Marketing innovation; emphasis on strategic adjustment, strengthen brand management; create a good external environment.