| Since 2007,the annual production value of the sports industry was about 300 billion yuan in China,which accounted for the proportion of GDP is only about 0.7 percent. while the American sports industry directly or indirectly affect the gross domestic product more than 1000 billion US dollars, and it accounts for the proportion of GDP for more than 7 percent. This fully explains there is a negative correlation between the the development of China's sports industry and the level of the development of the economic development, and it deviates the path of the economic development. In additon, although the overall size of the sports industry is growing, it lacks the pillar industry, and there is no pillar advantage. The famous sport brands like Nike, Adidas and others which are familiared among people used multinational operations to obtain the outstanding performance. Ueberroth, the wizards of the American sports industtry has asserted that: "In today's world, the biggest business is sport, followed by the computer".The trend of the globalization of the international sports industry and the the international sports industry enters the capital market has become an irresistible trend of society.The sports industry plays an important role in promoting the economic growth of our country, as the tertiary industry, the sports industry directly contribute to the national economic development. In many Western developed countries, the sports industry has become a pillar industry of national industry, and it plays an important role in the gross domestic product. With our country's sustained economic development, especially the 2008 Beijing Olympic Games has successfully held, which make our country's sports industry speeding up to develop, and sports brand which is the important intangible assets will become the necessary strategic resource of the sustained development of the national economy.Brand stands for enterprise scale, product quality, technology and corporate image and so on, it is the general embodiment of the product property and market property, and it is also the relational contract between the enterprise and customers.However, China's sports industry brands blurred, not only the market competition force and the cultural force have a big gap with the international well-known brands, but also the downstream industries which are driven by the sports industry have problems in the implementation of the policy and practice, which have an impact on our national economy.The successfully held of Beijing Olympic Games in 2008 provides a very good platform to develop our brand of the sports industry. To develop our nationl sports industry and promote the status of our sports industry brand in the international competition has aroused the great concern by the community, especially our government's attention.Based on the current situation of China's sports industry brand development and the existence of the problem, the competition of the brands of our national sports industry urgently need a series of practical strategies to promote the brand status for the sport goods manufacturers, participate in international competition and then improve our country's gross national product, social consumption and import and export trade, promote the comprehensive development of the sports industry. This is precisely the purpose and significance of this paper.This paper begins with the meaning of the sports brand, introduces some study of brand-related literature and theories to provide adequate theoretical basis for the research. Through the collection of the document and analysis of some study of theories and data, the paper uses comparative analysis of the ralated total and partial data to reach the scientific conclusions. |
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