消费者视角下构建我国体育用品国际品牌的思考  

Thinking on Exploring China's International Sports Brands from the Perspective of Consumers

作　　者：张伟华[1] 陈志辉 李兵[3] 

机构地区：[1]长沙航空职业技术学院体育部,长沙410024 [2]湖南体育职业学院社会体育系,长沙410019 [3]湖南财政经济学院体育经济与产业研究所,长沙410205

出　　处：《体育与科学》2012年第4期58-61,共4页Sports & Science

基　　金：湖南省科技计划课题;项目号:2010SK3061;湖南省体育科学学会A类课题;项目号:KT10-82

摘　　要：消费者视角的品牌创建与营运是营销管理的研究热点。运用文献资料法、比较研究法等研究方法从消费者的视角分析了构建我国体育用品国际品牌的主要挑战,包括消费者认知文化冲突、影响消费者心智的国际营销资源匮乏、形成消费者品牌功效和形象感知的国际标准化进程缓慢等方面,深入剖析了其成因后,提出了构建我国体育用品国际品牌的相应对策:提炼品牌核心价值以实现差异化定位,规划品牌核心与延伸识别系统;优化品牌构架,理性地延伸品牌;积累丰富的基于顾客的品牌资产。Brands establishment and management from the perspective of consumers are hot at is- sue in the domain of marketing management nowadays. Based on documentary and comparative method, we point out the major challenges in creating internationally influential sports brands, including cultural differences between consumers, lack of international marketing resources which normally exert potential influences on consumers. Meanwhile, international standardization to forge brands influences and image perception among consumers is developed far behind in China. Consequently, we, having analyzed the reasons behind, put out relevant strategies to explore in ternational sports brands, which are to refine the core value of brands to locate different custom ers, to regulate identification system of the core value and extension of brands, to improve brands construction, to exlend brands rationally and accumulate affluent hrands assets from customers.

关 键 词：体育用品品牌 品牌核心价值 品牌延伸 品牌资产 

分 类 号：G80-05[文化科学—运动人体科学]