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体育产业作为文化产业的重要内容,已经成为今天世界经济发展中最引人注目的现象。体育产业的市场定位要把握文化消费的状况,建立品牌地位,因为体育品牌的确立是体育产业市场定位的基本保证。而品牌的准确定位又是品牌经营成功的前提,是创建品牌的基础,也是寻找品牌形象与目标消费群最佳结合的过程。本文在分析讨论了体育产业的市场定位与品牌定位之后,提出了我国体育产业的品牌战略。
As an important part of the cultural industry, the sports industry has become the most conspicuous phenomenon in the world’s economic development today. Market positioning of the sports industry should grasp the status of cultural consumption, the establishment of brand status, because the establishment of sports brand sports industry market positioning is the basic guarantee. The exact positioning of the brand is the prerequisite for successful brand management, is to create the basis for the brand, but also to find the best combination of brand image and target consumer group process. After analyzing and discussing the market positioning and brand positioning of the sports industry, this paper puts forward the brand strategy of the sports industry in our country.