试论体育产业的市场定位与品牌确立措施

体育产业作为文化产业的内容，已成为当今世界经济发展中最引人注目的现象。体育产业的市场定位要把握文化消费的状况，建立品牌地位，因为体育品牌的确立是体育产业市场定位的基本保证。文章提出体育品牌确立的4项基本措施，即选择形象代言人、追求品牌效益、强调信息化和个性化。

Market Orientation and Brand Establishment in Sport Industry

As one part of cultural industry, sports industry has become the most remarkable phenomena in current development of world economy. The establishment of brands is very critical to the market orientation of sports industry. So it is quite important for us to grasp the current tendency of cultural consumption and to establish the brand reputation of sports products in the process of the market orientation. In this article, 4 concrete measures to achieve the goal were put forward: to select image spokesman for the brand, to pursuit brand benefits, and to focus on informatization and individualization.