国产体育用品品牌营销分析与研究

通过对国产体育用品品牌存在的营销问题进行分析,得出国产体育用品品牌受到众多跨国公司品牌的不断冲击,不仅在产品创新、产业规模上、产品科技含量、标准化程度上存在一定差距,更多的是营销手段上由于营销价值的低端化、产品结构的趋同化以及品牌营销手段的单一化等制约了国产体育用品品牌的创新,在本土营销模式的对立和融合中不断挣扎和发展,为此,在产品营销方面提出一些看法,从而为进一步研究与发展国产品牌的发展提供参考.

An Analysis and Study on Domestic Sports Brand Marketing

Based on the analysis of the marketing problems in the brands of domestic sports goods,conclusion is drawn that the brands of domestic sports goods are continuously impacted by those of many multinational corporations,showing,in comparison with international famous brands,not only the gap in product innovation,the scale of the industry,the scientific and technological content in products,and the extent of standardization,but also the constraints in brand innovation of domestic sports goods resulting from the low-end marketing value in marketing means,and assimilated products' structure,as well as singularized brand marketing means,which causes continual struggle and development of domestic brands amid the confrontation and integration of local marketing modes.Therefore,some opinions in product marketing are put forward,so as to offer reference for further study of domestic brands' development.