福建晋江运动鞋企业实施品牌战略得失分析  

Analysis of Gain and Loss in Brand Strategy of Sports Shoes Enterprises in Jinjiang,Fujian

作　　者：庄德[1] 徐志雄[1] 乐仁油[1] 

机构地区：[1]福建师范大学体育科学学院,福建福州350007

出　　处：《福建体育科技》2005年第6期31-33,36,共4页Fujian Sports Science and Technology

摘　　要：本文通过文献资料法、访问法、观察法和网络调查法,分析了福建晋江运动鞋企业实施品牌战略的得失,并提出晋江运动鞋企业实施品牌战略的构想,力求为我国体育用品业发展品牌战略、提升国际竞争力提供参考。By the methods of literature study, interview, scenesurvey, and network survey, the author analyses the gain and loss in brand strategy of sports shoes enterprises in Jiniiang, Fujian, The author also proposes a framework of carrying out brand strategy in sports shoes enterprises in Jinjing, in the purpose of serving as a reference to the development of brand strategy of sports goods industry in China,

关 键 词：品牌战略 运动鞋 明星代言人 央视广告 福建 晋江市 企业 

分 类 号：G80-05[文化科学—运动人体科学] F426.8[文化科学—体育学]