| 我国体育用品品牌营销历史进程与“后奥运时期”营销路径探究 |
| |
| 引用本文： | 瞿惠芳.我国体育用品品牌营销历史进程与“后奥运时期”营销路径探究[J].南京体育学院学报(社会科学版),2011(4):83-85. |
| |
| 作者姓名： | 瞿惠芳 |
| |
| 作者单位： | 南京艺术学院; |
| |
| 摘 要： | 通过文献资料、综合分析等研究方法对我国体育用品品牌营销的历史进程进行了分析,认为我国的体育用品品牌借助营销手段进行品牌打造经历了品牌营销意识的崛起阶段、奥运营销阶段与后奥运营销三个阶段。目前,体育用品品牌营销进入了后奥运营销时期,在后奥运时期体育用品市场的变化对体育品牌的营销产生了影响：奥运商品大量滞销带来的体育用品品牌营销困境;我国体育用品品牌市场变化要求品牌营销战略的重新定位;体育用品品牌营销策略亟待转型。在此基础上,提出了后奥运时期的品牌营销之路：要树立＂符号营销＂的意识;制定清晰的品牌战略规划;实施整合营销的营销策略。
|
| 关 键 词： | 体育用品 品牌 营销 后奥运 |
The Historical Process of Marketing of Chinese Sports Brand and the Path to Marketing of it in Post-Olympic Period |
| |
| QU Hui-fang.The Historical Process of Marketing of Chinese Sports Brand and the Path to Marketing of it in Post-Olympic Period[J].Journal of Nanjing Institute of Physical Education,2011(4):83-85. |
| |
| Authors: | QU Hui-fang |
| |
| Institution: | QU Hui-fang(Nanjing University of The Arts,Nanjing 210013,China) |
| |
| Abstract: | Through literature,comprehensive analysis,the historical process of marketing of Chinese Sports Brand and the path to marketing of it in Post-Olympic Period was discussed.the historiy of marketing of Chinese Sports Brand has three stages.Currently,the sports brand marketing has entered a period of post-Olympic.The market changes has brought some impact on the marketing of sports brand.On this basis,somemeasures to enhance the marketing effect was proposed: to establish a symbol marketing consciousness;to e... |
| |
| Keywords: | sports brand marketing Post-Olympic |
| 本文献已被 CNKI 维普 等数据库收录！ |
