国内、外著名体育品牌的比较分析与探讨  

Comparative Analysis and Exploration of the Famous P.E. Brand in Domestic and Abroad

作　　者：魏磊[1] 刘继领[2] 

机构地区：[1]苏州大学体育学院,江苏苏州215006 [2]上海体育学院,上海200438

出　　处：《广州体育学院学报》2007年第1期95-98,共4页Journal of Guangzhou Sport University

摘　　要：通过文献资料、数理统计等研究方法,从市场占有率和消费者认可度,即买、卖两个方面对国内、外部分著名体育用品品牌的差距进行了分析,并进一步从其发展历程、产品研发、品牌建设等方面对差距原因进行比较分析,提出了相应的建议,为进一步提高我国体育品牌的国际竞争力和市场份额,提供理论参考依据。Using the methods of documentary and mathematical statistics, and view from the two sides of market occupancy and consumer acceptance, buying and sale, this paper analyzes the gap of some famous sport brands between domestic and abroad. Then deeper analysis is made to the causes of the gap in several aspects, development history, production study, brand construction and so on. Some references are proposed to improve international competition ability and market share of sport brands in China.

关 键 词：国内 国外 体育品牌 比较 分析 

分 类 号：G80-05[文化科学—运动人体科学]