毕业论文 Study on brand marketing of Chinese local sporting goods companies.docVIP

摘　　要 近年来，随着中国经济的高速发展，国民生活水平不断提高，体育产业得到了很大的发展，2008年北京奥运会的举行更为中国体育用品行业创造了良好发展的契机。国内体育用品行业多年来形成的以耐克、阿迪达斯占据主流市场的格局正在逐步瓦解，以李宁、安踏、匹克等为代表的中国本土体育用品品牌正迅速崛起，但总体来说，这些品牌与国外著名企业还有一定差距，最大的问题和不足就是缺乏强势品牌，所以如何建设品牌优势，并不断把这种优势转化为企业的竞争力，是我国体育用品企业的共同课题。 正是基于这种情况，本文以中国本土体育用品企业为研究对象，并结合相关企业的真实案例，通过数据分析，依据市场营销、品牌管理等理论进行研究。全文对体育用品品牌建设各个环节的具体因素进行展开分析，总结了中国本土体育用品企业近几年的成功经验进行总结，并通过与国外著名体育用品企业的对比分析找出其存在的问题，提出相关合理化建议。本文的研究结论对于中国本土体育用品生产企业品牌管理的研究有一定的现实意义． 关键词：体育用品；本土企业；品牌 Study on brand marketing of Chinese local sporting goods companies Abstract In recent years, with Chinas rapid economic development and rising living standards, the sports industry has been greatly developed, the 2008 Olympic Games held in Beijing for Chinas sports industry has created a good development opportunity. The formation of the domestic sporting goods industry for many years to Nike and Adidas account for the mainstream market structure is gradually disintegrated, with Li Ning, Anta, Peak, as the representatives of the local sporting goods brands in China are rapidly rising, but on the whole, these well-known companies with foreign brands still have a gap. The biggest problems and shortcomings is the lack of a strong brand, so how to build brand and to continue to this advantage into the competitiveness of enterprises is a common issue of Sporting Goods Company. This paper put the Chinese local sporting goods enterprises as the research object, combined with the real case of related businesses , based on marketing, brand management and analysis of knowledge. All aspects of sports brand building are analyzed with specific factors. The paper summed up successful experience of the local sporting goods business in recent years, and existing problems of local sporting goods companies through comparing them with foreign famous enterprises. The conclusion of this article for the local sporting goods manufacturing enterprises in China brand management research has some practical significance. Keywords: Sports goods; Loca