【摘要】：我國國產(chǎn)運(yùn)動(dòng)品牌雖發(fā)展時(shí)間較短,但在奧運(yùn)會(huì)的契機(jī)和全民運(yùn)動(dòng)的風(fēng)潮下成長極快,經(jīng)歷了快速擴(kuò)張期,迅速形成了一批全國性的品牌,具有相當(dāng)?shù)闹�。但由于品牌自身積淀與市場開拓的速度脫節(jié),終端渠道擴(kuò)張過度,國產(chǎn)運(yùn)動(dòng)品牌于2012年集體遭遇了危機(jī),被迫進(jìn)行了較大的結(jié)構(gòu)重組,進(jìn)入了深度調(diào)整期。伴隨著全民的健身熱情、良好的社會(huì)環(huán)境,若能進(jìn)一步了解本土市場,開發(fā)兼具專業(yè)性與外觀的產(chǎn)品,建立多層次銷售渠道,國產(chǎn)運(yùn)動(dòng)品牌終將獲得可持續(xù)的長期發(fā)展。
[Abstract]:Although the development time of domestic sports brands in China is relatively short, they grew very fast under the opportunity of the Olympic Games and the tide of national sports, experienced a rapid expansion period, and formed a number of national brands quickly, with considerable popularity. However, due to the disconnection between the brand's own accumulation and the speed of market development, and the excessive expansion of the terminal channel, the domestic sports brands suffered a crisis in 2012 and were forced to carry out a larger structural reorganization and entered a period of deep adjustment. With the national fitness enthusiasm, good social environment, if we can further understand the local market, develop both professional and external products, establish multi-level sales channels, domestic sports brands will eventually get sustainable long-term development.
【作者單位】： 清華大學(xué)美術(shù)學(xué)院;
【分類號】：G80-05

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