| 国外知名体育品牌在华实施本土化策略现状分析 |
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| 引用本文： | 石晓萍.国外知名体育品牌在华实施本土化策略现状分析[J].首都体育学院学报,2009,21(1). |
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| 作者姓名： | 石晓萍 |
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| 作者单位： | 黄冈师范学院体育学院,湖北黄冈,438000 |
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| 摘 要： | 运用文献资料和问卷调查等方法,收集大量有关国外知名体育品牌公司在华本土化策略实施方面的最新数据,对国外知名体育品牌公司在中国实施本土化策略进行调查研究,从而阐述国外知名体育品牌公司在华的发展阶段规律,同时对国外知名体育品牌在华实施生产本土化、产品和服务本土化、渠道本土化以及企业文化本土化等方面进行分析,得出结论并提出相应的建议.
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| 关 键 词： | 国外体育名牌 营销本土化 企业文化 本土化策略 |
On Implementation of Localization Strategy in China for Some Foreign Companies with Well-known Sports Brands |
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| SHI Xiaoping.On Implementation of Localization Strategy in China for Some Foreign Companies with Well-known Sports Brands[J].Journal of Capital College of Physical Education,2009,21(1). |
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| Authors: | SHI Xiaoping |
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| Institution: | SHI Xiaoping School of P.E.,Huanggang Normal Institute,Huanggang 438000,China |
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| Abstract: | By means of literature review and questionnaires,the author has collected and studied a large number of latest data about some foreign well-known sports brands in their implementation of localization strategy in China.Thus the rule of developing stage for these foreign well-known sports brands in China is elaborated,the various aspects of their implementation of localization in production,products and services,channels,as well as corporate culture,etc.are analyzed and concluded,and subsequent suggestions ar... |
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| Keywords: | foreign sports brands marketing localization corporate culture localization strategy |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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