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现在,很多国产运动鞋品牌厂商都从原来的为外商做加工, 即传统的OEM,转向生产自己的品牌。中国的体育市场从没有像今天这样热闹。打开中央电视台体育频道,安踏、鸿星尔克等一大批国产运动鞋广告轰炸,体育明星、影星、歌星你方唱罢我登场,国产运动鞋领域呈现出空前繁荣的景象。毫无疑问,众厂家都是看好了中国申奥成功、足球冲出亚洲之后的体育商机,耐克、阿迪达斯的成功也在吸引着这些后来者。但如今,我们的这些国产品牌面对着太多的问题:国产品牌的现状如何?明星代言人包治百病吗?民族体育品牌又该如何崛起呢?
Nowadays, many domestic sports shoe brand manufacturers have gone from the original processing for foreign companies, that is, the traditional OEM, to the production of their own brands. China’s sports market has never been as lively as it is today. Open the CCTV Sports Channel, Anta, Hongxing Erke and a large number of domestic sports shoes advertising bombing, sports stars, movie stars, singers singing to stop me on stage, the domestic sports shoes field showing an unprecedented prosperity. There is no doubt that all manufacturers are optimistic about the success of China’s Olympic bid and the commercial opportunities for football after it has broken out of Asia. The success of Nike and Adidas is also attracting these latecomers. But now, our domestic brands face too many questions: How are the current status of domestic brands? Celebrity endorsers are all-inclusive? How can national sports brands rise?