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The Research Of The Creation And The Promotion Of Chinese Sprots Equipments Brand

Posted on:2008-11-09Degree:MasterType:Thesis
Country:ChinaCandidate:B NiuFull Text:PDF
GTID:2167360275463340Subject:Humanities and sociology
Abstract/Summary:PDF Full Text Request
Nowadays,as a result of the improvement of sports industrialization in our country,the industry of sports article for use have maken a rapid progress with a increase of 49.3 billion yuan annually.Comparing with the development of the international industry sports article for use, the starting of this industry in our country is late,starting point is low,especially the higher technology product have been laying behind compared with advanced international level,at present,only a few athletic equipment has got international sports organizes attestation in our country,the power which our country athletic equipment pounds the international market is not vigorous,the prosperous of our industry of sports article for use have been being restricted.This thesis on the base of surveying the homeland brand of sports manufactures which have already got achievement elementarily on establishing their brand,and analysising our industry of sports article for use how to make progress on brand construction and enhance by themselves,trying to explore the way of the athletic products rushing out of Nation's entrance,having a footing on the international market,and developing further.And the main conclusion indicates as follow:1.The definition of the brand.Judge whether the produces of a athletic equipment enterprise can enter the world famous brand's ranks has ten synthetical parameters.2.The athletic equipment brand in our country is strengthening unceasingly themselves,and reducing the distance with advanced nations level.The Chinese athletic equipment brand taking "Li Ning" as representative has begun to go globewide,has had certain influence. But return existence back compared with strong abroad power brand,such as:Brand market share is low,brand core value is unclear,brand qualities tends to become identically,brand strategy unshaped and so on,thus confine the flourishing of our athletic equipment steping forward in international market. 3.Our country athletic equipment enterprise should attach importance to market research,across in carrying out a marketplace stratifying,with customer at the core,working out target market,making a brand realize area on the analytical basis carrying out essence certainty on the marketplace;Come to consider brand design the angle from the consumer, embody out a brand culture connotation:Symbol designing,molding the positive active brand by product quality,the function improvement and brand personification image:Engineer corresponding the means of marketing and spreading as to pull close with the affection between the consumer.4.Athletic equipment enterprise should adopt different strategy regionally according to the current situation of our country regional economies disparate development and sports concept difference.To the developed region,considering the product renovation and upgrade:To the developing area,the cheap product should give first place to price. Furthermore,our country athletic equipment enterprise should push forward tactics according to their Characteristic,choosing a effective international market strategy.Ascertain a moderate rational investment pattern:Choose accurate point of penetration,seeking breach from the individual city or a product of a subdivide marketplace.
Keywords/Search Tags:brand, Chinese sports manufacture brands, brand Creation, brand Promotion
PDF Full Text Request
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