品牌效应与中国体育用品品牌国际化

运用文献资料法、市场调查法等研究方法,通过对国内体育品牌产品在国际市场营销现状的分析和再认识;提出了准确定位品牌的核心竞争力、注重提高企业的自主创新能力营造企业文化、营销品牌代言人、营造品牌营销与延伸的良好环境等营销策略。

Brand Effects and the Internationalization of Chinese Sports Products

This thesis is on the base of observation and analysis of the marketing status quo of the domestic famous sports brands in the international market by the methods of documentary data and market investigation,promotes several marketing strategies such as to precisely position brands' competitive power,to stress on the companies' creative spirit,to build the enterprise culture and to create a good environment for the brands marketing so as to realize the internationalization of these famous brands earlier.