【作者】 牛奔；

【导师】 祝莉；

【作者基本信息】 北京体育大学 ， 体育人文社会学， 2007， 硕士

【摘要】 近年来,随着我国体育产业化程度的不断提高,我国体育用品业得以快速发展,总产值以每年493亿元的规模快速增长。与国际体育用品业的发展相比,我国体育用品业起步晚、起点低,特别是科技含量较高的产品与国际先进水平相比还存在较大差距,目前我国只有少数体育用品取得了国际体育组织认证,使得我国体育用品冲击国际市场的力度不大,影响了我国体育用品业的发展。本研究试图通过对在创建品牌上已取得初步成绩的国内体育用品品牌的调研分析,对我国体育用品企业如何树立和打造自己的品牌,如何在国际国内推进进行分析研究,为我国体育用品冲出国门走向世界,在国际体育用品市场立足住脚,并进一步发展壮大做出理论与实践有益的探索。主要结论有以下几点:1.体育用品品牌是体育企业主体在市场竞争中创造出来的,得到社会公认的,与同类体育用品相比较,具有高知名度、高美誉度、高寿命、高效益名列前茅的产品。衡量一个体育用品企业生产的产品是否能进入世界名牌的行列有十项综合参数。它是评估检验一个体育用品企业综合财力、经营水平、营销能力、国际市场份额、商标法律效力等较为全面的指数。2.我国的体育用品品牌正在不断地增强自身实力,缩小与世界先进水平的距离。以“李宁”为代表的中国体育用品品牌开始走向世界,有了一定影响力。但与国外强势品牌相比还存在品牌市场占有率低、品牌核心价值不清、品牌气质趋于雷同、品牌战略尚未成形等差距、使得我国体育用品在国际市场举步维艰。3.我国体育用品企业应注重市场调研,在对市场进行精准分析的基础上,进行市场分层,以顾客为核心,制订目标市场,使品牌实现区隔;从消费者的角度来考虑品牌设计,体现出一个品牌的文化内涵;通过产品质量、性能的改进以及品牌人格化的形象设计,塑造积极正面的品牌象征;策划相应的营销传播手段拉近与消费者之间的感情。4.体育用品企业应从我国区域经济发展不平衡和体育观念意识存在差异等现状出发,实施不同的区域推进战略。对经济发达地区,应考虑产品的更新换代,高端产品;经济欠发达的地区则以价廉物美的产品为主,并努力实现东西部优势互补,有层次地拉动不同区域。并且,我国体育用品企业应根据自身特点,选择行之有效的国际市场推进策略。确定一个适度合理的投资模式;选准切入点,从个别城市或某个产品的细分市场寻找突破口。更多还原

【Abstract】 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.更多还原