| 晋江市运动品牌企业发展的回顾与展望 |
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| 引用本文： | 钮力书,冯伟. 晋江市运动品牌企业发展的回顾与展望[J]. 体育学刊, 2011, 18(3): 78-82 |
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| 作者姓名： | 钮力书 冯伟 |
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| 作者单位： | 1. 暨南大学,体育部,广东,广州,510632
2. 广东体育职业技术学院,广东,广州,510663 |
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| 摘 要： | 对我国晋江市运动品牌企业近30年发展历程进行了回顾和梳理。"从仿造和贴牌到自主品牌,而今正迈着资本运营的步伐。"总结了在营销战略和销售模式等方面的成功经验:"明星代言+央视广告+赛事赞助"整合营销确保了品牌的有效传播;初创阶段选择了批发的销售方式,发展阶段采取了"专卖、连锁",而"网络直销"不仅迎合了时代需求,而且符合企业发展节拍。不久将来,晋江必将成为世界运动品牌基地,将形成一大批真正意义上的全球性运动品牌企业,并以技术创新引导消费新潮流。同时提出必须提前做好长远战略规划,把握市场规律,引导消费潮流,创造消费增长点;不断提高集群竞争力,加强集群内产业链建设,实现合作共赢。
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| 关 键 词： | 体育经济 运动品牌 晋江 |
Review of and expectation for the development of enterprises with a sports brand in Jinjiang city |
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| NIU Li-shu,FENG Wei. Review of and expectation for the development of enterprises with a sports brand in Jinjiang city[J]. Journal of Physical Education, 2011, 18(3): 78-82 |
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| Authors: | NIU Li-shu FENG Wei |
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| Affiliation: | NIU Li-shu1,FENG Wei2(1.Department of Physical Education,Jinan University,Guangzhou 510632,China,2.Guangdong Vocational Institute of Sport,Guangzhou 510663,China) |
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| Abstract: | The authors reviewed and collated the nearly 30-year course of development of enterprises with a sports brand in Jinjiang city,which went from imitation and OEM to independent brand,and now gets on the track of capital operation,summed up successful experiences in such aspects as marketing strategies and sales modes: the integrated marketing of star speakers + ads on CCTV + game sponsors ensured the effective communication of brands;the sale mode of wholesale was selected at the pioneering stage;specialized... |
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| Keywords: | sports economy sports brand Jinjiang |
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