从20世纪90年代开始,全球企业界已从产品销售发展到品牌营销这一高级阶段,从而进入了品牌经营、品牌竞争的新时代,品牌成为一种新的国际语言,品牌经营也是体育健身娱乐业的必经之路。本文立足于中国品牌经营现状,来研究体育健身娱乐业品牌经营更深的层次,它包括包括品牌推广、品牌忠 From the 90s of 20th century, the global business community has gone from product sales development to brand marketing this advanced stage, which has entered a new era of brand management and brand competition. Brand has become a new international language. Brand management is also a kind of sports fitness entertainment Industry must pass the road. Based on the status quo of Chinese brand management, this paper studies the deeper level of brand management in the sports, fitness and entertainment industry, including brand promotion, brand loyalty