中国体育用品品牌全球化战略的路径选择  

Strategy Choices for Promoting Chinese Sports Goods Brands Globally

作　　者：陈志辉 李兵[2] 徐荣丽 殷春桃 

机构地区：[1]湖南体育职业学院社会体育系,湖南长沙410014 [2]湖南财政经济学院体育产业经济研究所,湖南长沙410081 [3]中国特步有限公司终端改善部,福建泉州362000

出　　处：《南京体育学院学报（社会科学版）》2010年第3期51-54,共4页Journal of Nanjing Institute of Physical Education

基　　金：湖南省体育科学学会A类课题(项目编号KT10-82)

摘　　要：品牌是世界上最伟大的商业资产,实施品牌全球化战略是我国成为世界体育用品强国的必然选择。中国体育用品行业经历产品时代与品牌形象时代后,正处于品牌定位时代。国际上的文化冲突、新贸易保护主义、高端营销资源缺乏;国内的消费者非理性消费、产品标准化与认证程度低、企业品牌战略规划意识薄弱等是我们面临的主要挑战。由此提出:差异化定位、联合兼并;"借船出海"与"蓝海战略";"单项"突破,赶超国际品牌的实现路径。Brand is perhaps the greatest commercial assets,and global strategy is to be the only choice if China intends to take the lead in sports goods.Having been through the products phase and brands image phase,Chinese sports brands has entered the era of strategic branding.However,we are facing international challenges like conflicts among diversified cultures,new trade protectionism,lack of high end market.Meanwhile,we are also facing domestic challenges like irrational consumption,low products standardization and certification and weak awareness of enterprise brands strategy.Consequently,the author proposed that branding strategically with differences,merges and acquisition,marketing abroad with the help of international enterprises,＂blue ocean strategy＂ and break-through in a single area will be options to take the lead in sports goods.

关 键 词：品牌 体育用品 全球化战略 路径 

分 类 号：G80-05[文化科学—运动人体科学]