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| 消费者视角下构建我国体育用品国际品牌的思考 | |
| 引用本文： | 张伟华,陈志辉,李兵.消费者视角下构建我国体育用品国际品牌的思考[J].体育与科学,2012,33(4):58-61. |
| 作者姓名： | 张伟华 陈志辉 李兵 |
| 作者单位： | 1. 长沙航空职业技术学院体育部,长沙,410024 2. 湖南体育职业学院社会体育系,长沙,410019 3. 湖南财政经济学院体育经济与产业研究所,长沙,410205 |
| 基金项目： | 湖南省科技计划课题，湖南省体育科学学会A类课题 |
| 摘 要： | 消费者视角的品牌创建与营运是营销管理的研究热点。运用文献资料法、比较研究法等研究方法从消费者的视角分析了构建我国体育用品国际品牌的主要挑战,包括消费者认知文化冲突、影响消费者心智的国际营销资源匮乏、形成消费者品牌功效和形象感知的国际标准化进程缓慢等方面,深入剖析了其成因后,提出了构建我国体育用品国际品牌的相应对策:提炼品牌核心价值以实现差异化定位,规划品牌核心与延伸识别系统;优化品牌构架,理性地延伸品牌;积累丰富的基于顾客的品牌资产。 |
| 关 键 词： | 体育用品品牌 品牌核心价值 品牌延伸 品牌资产 |
Thinking on Exploring China's International Sports Brands from the Perspective of Consumers |
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| ZHANG Weihua , CHEN Zhihui , LI Bing.Thinking on Exploring China's International Sports Brands from the Perspective of Consumers[J].Sports & Science,2012,33(4):58-61. | |
| Authors: | ZHANG Weihua CHEN Zhihui LI Bing |
| Abstract: | Brands establishment and management from the perspective of consumers are hot at issue in the domain of marketing management nowadays.Based on documentary and comparative method,we point out the major challenges in creating internationally influential sports brands,including cultural differences between consumers,lack of international marketing resources which normally exert potential influences on consumers.Meanwhile,international standardization to forge brands influences and image perception among consumers is developed far behind in China.Consequently,we,having analyzed the reasons behind,put out relevant strategies to explore international sports brands,which are to refine the core value of brands to locate different customers,to regulate identification system of the core value and extension of brands,to improve brands construction,to extend brands rationally and accumulate affluent brands assets from customers. |
| Keywords: | sports brands core value of brands brands extension brands assets |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |