国际化背景下中国运动营养补剂企业品牌发展  

Brand Development of Chinese Sports Nutrition Supplement Enterprises under the Background of Internationalization

作　　者：钱志嘉 张瑞雪 QIAN Zhijia;ZHANG Ruixue(School of Economics and Management,Dalian Minzu University,Dalian 116600)

机构地区：[1]大连民族大学经济管理学院,大连116600

出　　处：《食品工业》2021年第12期424-427,共4页The Food Industry

基　　金：2022年度辽宁省经济社会发展研究课题(项目编号:2022lslybkt);2020年大连民族大学人文社会科学类研究一般项目(项目编号:202002002)。

摘　　要：针对中国运动营养补剂企业品牌的生存压力随着国际化的影响不断增加、企业品牌发展艰难的问题,探究运动营养补剂企业品牌发展对策。分析中国运动营养补剂的类型和作用,并以此为产品确定企业品牌的发展现状。利用国际化背景对中国运动营养补剂企业品牌之间的影响关系,以解决当前品牌发展问题为目的,分别提出丰富网络营销手段、品牌产品质量管理及品牌维护等品牌发展对策,以期提升中国运动营养补剂企业品牌的国际影响力和竞争力。In view of the increasing pressure on the survival of Chinese sports nutrition supplement corporate brands with the increasing influence of internationalization and the difficulty of corporate brand development,we will explore strategies for the development of sports nutrition supplement corporate brands.Analyze the types and functions of sports nutrition supplements in China,and use this as a product to determine the development status of the corporate brand.Taking advantage of the influence of the international background on the brands of Chinese sports nutrition supplement companies,with the purpose of solving current brand development problems,we put forward various brand development strategies,such as rich network marketing methods,brand product quality management and brand maintenance,with a view to enhancing Chinese sports.The international influence and competitiveness of nutritional supplement corporate brands will be improved.

关 键 词：国际化背景 运动营养补剂 企业品牌 品牌发展 

分 类 号：F273.2[经济管理—企业管理] F426.82[经济管理—国民经济]