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品牌是对产品名称、历史、声誉、属性、广告风格和文化等方面的无形组合。品牌对于企业的长远发展起着决定作用。为了让国内企业能够更好地实现从“中国制造”到“中国品牌”的转变,进一步促进我国经济的发展,本文将以福建省晋江运动鞋企业为例,具体分析了我国现代运动鞋业的总体竞争格局,并对我国晋江市运动品牌企业近30年发展历程进行了回顾和梳理,同时总结了晋江企业在营销战略和销售模式等方面的成功经验,对企业如何打造中国品牌这一问题进行探索和研究,同时提出一些有效性的建议。
Brand is an intangible combination of product name, history, reputation, attributes, advertising style and culture. Brand for the long-term development of enterprises play a decisive role. In order to enable domestic enterprises to better realize the transformation from “Made in China ” to “China Brand ” and further promote the economic development in our country, this article will take Jinjiang sports shoes enterprises in Fujian Province as an example, Sports shoes industry’s overall competitive landscape, and Jinjiang City, China’s sports brand business nearly 30 years of development history were reviewed and sorted out at the same time summarizes the Jinjiang business marketing strategy and sales model in the successful experience of how to build the Chinese enterprises brand This issue is explored and researched, with some suggestions for its validity.