我国运动休闲自主品牌现状及发展策略研究  

Research on the Status Quo and Development Strategy of China's Sports and Leisure Independent Brands

作　　者：刘粤 杜少辉[2] LIU Yue;DU Shao-hui(Guangdong electronic vocational and technical school,Guangzhou 510515,China;Guangdong Industry Technical College,Guangzhou 510300,China)

机构地区：[1]广东省电子职业技术学校,广东广州510515 [2]广东轻工职业技术学院,广东广州510300

出　　处：《广州体育学院学报》2018年第5期27-29,共3页Journal of Guangzhou Sport University

基　　金：国家社科基金教育学课题(BLA100104)成果之一

摘　　要：中国文化以"酒香不怕巷子深"来标榜自家产品的质量和对市场的自信,然而现代商业竞争中品牌起着举足轻重的作用,现代科技的价值日新月异,产品的科技含量成了当今产品竞争中不可缺少的核心元素。我国运动休闲产业历经几十年发展,但至今没有一个具有国际影响力的品牌,因而,我们的运动休闲企业应当勇于创造自主品牌,提升我国运动休闲产业的国际竞争力。为此,必须在品牌运作、功能定位和款式设计三维度综合考虑。Chinese culture advertises the quality of its own products and its confidence in the market with the scent of wine, but the brand plays a decisive role in modern commercial competition. The value of modern technology is changing with each passing day. The technological content of products has become the product of today. The core element that is indispensable in the competition. China＇s sports and leisure industry has developed over the past decades, but so far there is no brand with international influence, For this reason, our sports and leisure enterprises should be brave in creating their own brands and enhance the international competitiveness of China＇s sports and leisure industry. To this end, we nmst consider the three - dimensionality of brand operation, function positioning and style design.

关 键 词：运动休闲 自主品牌 国家符号 来源国效应 品牌运作 

分 类 号：G80[文化科学—运动人体科学]