体育用品公司的品牌管理资料.docVIP

PAGE PAGE 1 XXXX大学200X届 本科毕业论文 题目：体育用品公司的品牌管理 论文作者：＿＿＿＿＿XXX＿＿＿ ＿＿ 作者所在院（系）：＿XXXX学院＿ ＿＿ 作者所在专业：＿＿＿＿XXXX＿ ＿ 作者学号：＿＿＿＿＿＿XXXXX＿＿ ＿ 指导教师姓名：＿＿＿＿XXXX ＿＿＿ 指导教师职称：＿＿＿＿＿XX ＿＿＿＿ 2009 年 X 月 摘 要 21世纪体育产业将与旅游业、影视业和网络业一起，成为最具活力和广阔前景的四大产业。体育产业中的体育用品行业，也将面临巨大的发展机遇。 中国的体育用品行业经过20多年的发展，已经处于垄断竞争状态。一些国际上的著名品牌，如耐克、阿迪达斯凭借着巨大的产品设计研发优势和品牌运营优势，牢牢地占据高端市场。而大量的中国体育用品商在中低端市场上拼杀。 近几年，随着中国经济的快速发展，国民生活水平不断提高，体育、休闲越来越受多地融入到了中国百姓的日常生活当中，而体育产业作为关联面极广的上游产业、我国国民经济新增长点的趋势越来越明显。2008年北京奥运会的举行更是为中国体育用品行业创造了良好的发展契机。然而现在的中国只是体育用品生产大国而不是品牌强国，用自己品牌打入国际市场的产品还是凤毛麟角。面对世界著名品牌每年几十亿美元的销售量和品牌价值，可以说我们所有的体育用品企业几乎还是和巨人作战的儿童。所以，如何打造本土品牌、把品牌做大做强是摆在中国体育用品企业面前的共同课题。正因为上述原因，本文对于中国体育用 品生产企业品牌管理的研究有着非常重要的现实意义。 关键词：体育用品 品牌 Abstract In 21 Century, Sports industry is considered as one of the most promising four industries with Tourism, Movies and Internet Industry .The sports products industry also faces great opportunities in the new century. After 20 years development, China’s sports products industry is in monopolistic competition. Some famous international brands, like Nike and Adidas, captured China’s high level segment through their fast products innovation and strong brand operation. And the majority of national sports products companies are competing furiously in meddle and low level market. Beijing 2008 Olympic games and China’s accession to the WTO status brings out the opportunities and challenges on its sporting goods market in this rapidly growing economy. Many well-known sporting goods brands have entered China market and the competition in China’s sporting goods market is intense. Lack of strong sporting goods brands makes China’s sporting goods companies be faced with the existence and development pressure. Be confronted with great needs from home and abroad, sporting goods companies in our country still have many problems on the marketing management. The most obvious problem is the lack of famous sporting goods branding. Based on the analysis of the exterior marketing condition and companies actualit