【摘要】： 近年來,隨著中國經濟的高速發(fā)展,生活水平不斷提高,體育產業(yè)也得到很大的發(fā)展,2008年北京奧運會的舉行更為中國體育用品行業(yè)創(chuàng)造了良好發(fā)展的契機。 面對體育用品市場的極大需求,我國體育用品生產企業(yè)的現(xiàn)狀卻不容樂觀,最大的問題和不足就是缺乏強勢品牌。只有建立起強大的品牌優(yōu)勢,才能提升企業(yè)的競爭力。 正是基于這種情況,本文以中國體育用品行業(yè)的龍頭企業(yè)——李寧公司為研究對象,根據(jù)市場營銷管理、企業(yè)戰(zhàn)略等知識進行分析研究。本文對于中國體育用品生產企業(yè)品牌管理的研究有一定的現(xiàn)實意義。
[Abstract]:In recent years, with the rapid development of China's economy, the standard of living has been improved, and the sports industry has also been greatly developed. The holding of the 2008 Beijing Olympic Games has created a good opportunity for the development of the sports goods industry in China. Facing the great demand of sports goods market, the present situation of sports goods production enterprises in our country is not optimistic, the biggest problem and deficiency is the lack of strong brand. Only to establish a strong brand advantage, can enhance the competitiveness of enterprises. Based on this situation, this paper takes Li Ning Company, a leading enterprise in China's sporting goods industry, as the research object, and analyzes and studies it according to the knowledge of marketing management and enterprise strategy. This paper has certain practical significance for the research of brand management of Chinese sporting goods production enterprises.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F426.8;F274

【參考文獻】

相關期刊論文 前1條

1 曾洪林;名牌戰(zhàn)略與體育用品標準化的探討[J];成都體育學院學報;2002年03期

，

本文編號：2393754