运动品牌推广方式与体育产业市场变化趋势研究  

Research on the Ways of Sports Brand Promotion and the Changing Trend of Sports Industry Market

作　　者：王红娟 韩静[2] WANG Hong-juan;HAN Jing(Ministry of Sport,Guangdong Pharmaceutical University,Guangzhou 510006,China;Guangdong University of Finance,Guangzhou 510521,China)

机构地区：[1]广东药科大学体育部,广东广州510006 [2]广东金融学院,广东广州510521

出　　处：《广州体育学院学报》2021年第4期33-35,共3页Journal of Guangzhou Sport University

摘　　要：从目前最知名的几个运动品牌的推广方式能够清晰地感受到,体育产业市场需求多样、品味分化,但又彰显着一种共同的价值或者理念,那就是运动生活化、娱乐化、专业化,自然生态理念下的户外运动不仅仅是一种运动时尚,更是一种生活态度和生活方式,亲近自然成为现代运动品牌深入人心的必要元素,也是未来体育产业市场变化的总趋势。From the promotion methods of the most well-known sports brands at present,it can be clearly felt that the sports industry has diverse market demands and differentiated tastes,but it also demonstrates a common value or philosophy,that is,sports life,entertainment,Outdoor sports under the professional and natural ecological concept is not only a sports fashion,but also a life attitude and lifestyle.Being close to nature has become a necessary element for modern sports brands to penetrate the hearts of the people,and it is also the general trend of future sports industry market changes.

关 键 词：运动品牌 体育产业 市场需求 生态文明 风潮文化 

分 类 号：G80[文化科学—运动人体科学]