本文選題：品牌 + 品牌國(guó)際化��； 參考：《東北財(cái)經(jīng)大學(xué)》2010年碩士論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展、人們收入的提高和閑暇時(shí)間的增多,人們對(duì)體育的需求日益增長(zhǎng),體育產(chǎn)業(yè)低成本、啟動(dòng)快、滲透性強(qiáng)和輻射范圍廣等諸多優(yōu)勢(shì)逐步體現(xiàn)出來(lái),使得體育產(chǎn)業(yè)在許多國(guó)家得到持續(xù)快速發(fā)展,產(chǎn)業(yè)規(guī)模不斷擴(kuò)大。目前,世界體育產(chǎn)業(yè)的年產(chǎn)值已超過(guò)5,000億美元,并且以每年近20%的速度高速增長(zhǎng)。在世界上體育產(chǎn)業(yè)最發(fā)達(dá)的美國(guó),其與體育相關(guān)的產(chǎn)值在國(guó)民生產(chǎn)總值所占比例已由20世紀(jì)80年代的1%上升到20世紀(jì)90年代中期的2%,體育產(chǎn)業(yè)的市場(chǎng)價(jià)值也由1995年的1,520億美元上升到2002年的2,130億美元,所占國(guó)民生產(chǎn)總值上升到2.4%,成為美國(guó)的第六大支柱產(chǎn)業(yè),早在10年前其體育產(chǎn)業(yè)的年產(chǎn)值已達(dá)631億美元,超過(guò)了石油和航空工業(yè)。另外,體育產(chǎn)業(yè)與國(guó)民經(jīng)濟(jì)其他產(chǎn)業(yè)關(guān)聯(lián)性較強(qiáng),在一定條件下可以帶動(dòng)其他產(chǎn)業(yè)發(fā)展�？梢哉f(shuō),體育產(chǎn)業(yè)在世界各國(guó)國(guó)民經(jīng)濟(jì)各個(gè)行業(yè)中的地位不斷上升,成為許多國(guó)家國(guó)民經(jīng)濟(jì)新的增長(zhǎng)點(diǎn),體育產(chǎn)業(yè)直接為國(guó)民經(jīng)濟(jì)創(chuàng)造效益的功能和拉動(dòng)關(guān)聯(lián)產(chǎn)業(yè)增長(zhǎng)的功能也更加顯著,成為21世紀(jì)最具活力的朝陽(yáng)產(chǎn)業(yè)。 在我國(guó),體育作為一項(xiàng)產(chǎn)業(yè)發(fā)展是從20世紀(jì)90年代才開(kāi)始的。改革開(kāi)放30年,隨著經(jīng)濟(jì)收入的增加和生活水平的提高,我國(guó)人民對(duì)體育活動(dòng)和體育用品的需求也越來(lái)越大,體育正在成為全社會(huì)的一個(gè)投資和消費(fèi)熱點(diǎn)。尤其是2008年北京奧運(yùn)會(huì)的成功舉辦,使得體育用品行業(yè)迅猛發(fā)展。全球化是不可抗拒的歷史潮流,世界體育產(chǎn)業(yè)也正朝著全球化的趨勢(shì)發(fā)展。但由于中國(guó)人口眾多,市場(chǎng)潛力巨大,國(guó)外的體育用品制造商都紛紛將目光投向了中國(guó)市場(chǎng),在這一形勢(shì)下,中國(guó)本國(guó)的體育用品制造商們?nèi)绾卫米陨淼膬?yōu)勢(shì)資源,運(yùn)籌帷幄以出奇制勝,根植于國(guó)土,走品牌國(guó)際化道路,就成為了一個(gè)十分值得研究的問(wèn)題。 在復(fù)雜多變的國(guó)際市場(chǎng)上,激烈的競(jìng)爭(zhēng)突顯了品牌的重要價(jià)值,品牌價(jià)值的大小是衡量一個(gè)企業(yè)的國(guó)際競(jìng)爭(zhēng)力的重要標(biāo)志,也是品牌國(guó)際化程度的綜合反映。品牌是一個(gè)名稱、符號(hào)、象征,或者是它們意義的組合,但更是一個(gè)系統(tǒng)的概念。從廠家的角度看,它是以某種核心能力為內(nèi)在基礎(chǔ),以價(jià)值生產(chǎn)、傳播和傳遞為手段,向市場(chǎng)提供某種獨(dú)特的功能和效用的文化載體,它體現(xiàn)了企業(yè)的個(gè)性；從消費(fèi)者的角度來(lái)看,品牌是消費(fèi)者對(duì)這種功能或效用的感知、認(rèn)同、內(nèi)化,進(jìn)而形成對(duì)公司及其產(chǎn)品品牌的信念,它體現(xiàn)了公司的形象和價(jià)值。宏觀上講,品牌是衡量國(guó)家在世界上綜合競(jìng)爭(zhēng)力的重要指標(biāo)之一：微觀上講,品牌是消費(fèi)者消費(fèi)忠誠(chéng)度的具體體現(xiàn)和最終消費(fèi)目標(biāo)。 當(dāng)一個(gè)企業(yè)擁有自主品牌,在國(guó)內(nèi)市場(chǎng)已經(jīng)日趨飽和的情況下,就應(yīng)該考慮走國(guó)際化道路了。關(guān)于品牌國(guó)際化的定義,迄今為止,理論界尚無(wú)定論。宋永高認(rèn)為：當(dāng)一個(gè)企業(yè)用相同的品牌名稱和圖案標(biāo)志,進(jìn)入一個(gè)對(duì)本企業(yè)來(lái)說(shuō)全新的國(guó)家,開(kāi)展品牌營(yíng)銷,就是品牌國(guó)際化。通常品牌國(guó)際化的目的是在異國(guó)他鄉(xiāng)建立起本品牌的強(qiáng)勢(shì)地位。因此,品牌國(guó)際化簡(jiǎn)單地說(shuō)就是品牌的跨國(guó)營(yíng)銷。。張華容認(rèn)為：品牌國(guó)際化概念本身是針對(duì)地域問(wèn)題而提出來(lái)的。當(dāng)一個(gè)企業(yè)用相同的品牌進(jìn)入一個(gè)對(duì)本企業(yè)來(lái)說(shuō)全新的市場(chǎng),創(chuàng)建企業(yè)的用戶資源,讓品牌在全球范圍內(nèi)與不同區(qū)域市場(chǎng)消費(fèi)者發(fā)生良性的互動(dòng)關(guān)系,就是品牌國(guó)際化。因此,品牌國(guó)際化的目的就是要在本土以外的市場(chǎng)建立品牌的強(qiáng)勢(shì)地位。 學(xué)術(shù)界有很多關(guān)于品牌方面的著作,但在體育品牌上下功夫的微乎其微。至今還不能找到比較完整的體育品牌方面的文章,就更不用說(shuō)體育品牌國(guó)際化問(wèn)題了。因此本文能對(duì)體育品牌國(guó)際化方面做一個(gè)很好的補(bǔ)充,對(duì)中國(guó)體育品牌的國(guó)際化問(wèn)題進(jìn)行深入的分析,提出中國(guó)體育品牌國(guó)際化的優(yōu)勢(shì)與劣勢(shì),為中國(guó)體育界提出對(duì)策與策略。 本文主要結(jié)合有關(guān)國(guó)際化理論知識(shí),運(yùn)用案例分析法,基于阿迪達(dá)斯,耐克,李寧等知名體育品牌企業(yè)的國(guó)際化發(fā)展和策略,對(duì)中國(guó)體育產(chǎn)品行業(yè)的國(guó)際化問(wèn)題進(jìn)行了研究,分析了其現(xiàn)狀,國(guó)際化的模式,存在的問(wèn)題,并在文章最后為中國(guó)體育品牌國(guó)際化提出了建議性的策略。 全文共分為七部分： 第一章是引言,主要介紹了本文選題背景,提出本文要研究的問(wèn)題,在此基礎(chǔ)上整理出本文的研究?jī)?nèi)容和意義,最后指出本文的研究方法并設(shè)計(jì)出研究框架以及論文的內(nèi)容和結(jié)構(gòu)。 第二章介紹了品牌國(guó)際化的相關(guān)理論。首先對(duì)品牌的國(guó)際化的定義做了詳細(xì)的闡明,然后介紹了品牌國(guó)際化的衡量標(biāo)準(zhǔn)。在該章節(jié)也討論了品牌國(guó)際化的機(jī)遇與風(fēng)險(xiǎn),為中國(guó)體育品牌走品牌國(guó)際化道路提供了足夠的理論依據(jù)。 第三章系統(tǒng)回顧了中國(guó)知名企業(yè)走國(guó)際化的成功例子,海爾,TCL,華為,格蘭仕,同仁堂的國(guó)際化各代表著不同的模式。這五種模式將在該章節(jié)詳細(xì)論述。同時(shí),也提及了中國(guó)企業(yè)品牌國(guó)際化的成功對(duì)中國(guó)體育品牌國(guó)際化的借鑒和啟發(fā)。 第四章開(kāi)始進(jìn)入論文主題,簡(jiǎn)要介紹了國(guó)內(nèi)外知名體育用品品牌國(guó)際化的具體步驟和國(guó)際化策略。為了能更好地說(shuō)明國(guó)內(nèi)外體育用品企業(yè)的發(fā)展和其各自的國(guó)際化策略,文章具體列出了世界兩大體育巨頭,阿迪達(dá)斯和耐克,中國(guó)品牌則列舉了李寧。首先對(duì)三個(gè)知名公司做了一個(gè)大概的介紹,然后介紹了各自國(guó)際化的進(jìn)程,這對(duì)中國(guó)體育用品企業(yè)國(guó)際化提供了現(xiàn)實(shí)依據(jù),具有很強(qiáng)的借鑒意義。 第五章重點(diǎn)分析了中國(guó)體育品牌的現(xiàn)狀。首先介紹了中國(guó)體育品牌的發(fā)展情況以及世界體育品牌在中國(guó)的發(fā)展的情況。列出了在中國(guó)市場(chǎng)主要的體育用品企業(yè)以及各自的市場(chǎng)份額。同時(shí)指出了中國(guó)體育品牌的主要特征以及存在的主要問(wèn)題。除此之外,本章節(jié)重點(diǎn)闡述了中國(guó)體育品牌的國(guó)際化現(xiàn)狀,以及制約中國(guó)體育品牌國(guó)際化的主要原因。中國(guó)是個(gè)制造大國(guó),全球70%以上的體育用品都是中國(guó)制造,但中國(guó)體育品牌卻沒(méi)有一個(gè)自己創(chuàng)造,這確實(shí)值得深思。 第六章是文章的重點(diǎn)章節(jié)。結(jié)合中國(guó)體育用品企業(yè)的實(shí)際和世界體育用品產(chǎn)業(yè)的發(fā)展,為中國(guó)體育用品企業(yè)國(guó)際化提出了建議。認(rèn)為可以從四個(gè)方面加強(qiáng)品牌國(guó)際化進(jìn)程。第一個(gè)方面是產(chǎn)品策略。產(chǎn)品是根本,沒(méi)有過(guò)硬的質(zhì)量,永遠(yuǎn)不能立足,更談不上走向國(guó)際了。在保證質(zhì)量的同時(shí),也要提供與時(shí)俱進(jìn),風(fēng)格獨(dú)特的產(chǎn)品。產(chǎn)品服務(wù)也一定要跟上。第二個(gè)方面是定價(jià)策略。根據(jù)消費(fèi)者心理和國(guó)際市場(chǎng)來(lái)定價(jià),不能太低也不能過(guò)高,而且,在國(guó)際化不同階段定價(jià)策略也各不相同。第三個(gè)方面是渠道策略。如何把中國(guó)的體育用品賣(mài)到國(guó)外去,這是一個(gè)很具體的問(wèn)題。是在超市百貨店寄售還是自創(chuàng)品牌連鎖店,抑或是網(wǎng)絡(luò)銷售,這都是一個(gè)需要去認(rèn)真考慮的問(wèn)題。第四部分是品牌傳播策略,也稱為營(yíng)銷策略。體育用品在這塊一定是重點(diǎn)�？赡墚a(chǎn)品質(zhì)量一樣,價(jià)格差不多,銷售方式也類似,但回想起在中國(guó)阿迪達(dá)斯和耐克的行銷策略,你就能知道廣告,贊助體育賽事對(duì)體育品牌的宣傳力度和深遠(yuǎn)影響了。同時(shí),定期參加展會(huì),加強(qiáng)公共關(guān)系溝通也不能夠忽視。 第七章是全文的總結(jié)性論述,概括了文章的主要內(nèi)容,并指出了文章的不足之處：關(guān)于阿迪達(dá)斯耐克詳細(xì)戰(zhàn)略的資料比較少,所以文章中的案例分析有待加深。此外,由于國(guó)際化的理論還不成熟,權(quán)威參考也比較少,所以論述起來(lái)?xiàng)l理性和專業(yè)性有待加強(qiáng)。除此之外,體育產(chǎn)業(yè)相關(guān)數(shù)據(jù)也要及時(shí)更新。由于中國(guó)體育產(chǎn)業(yè)還屬于新興產(chǎn)業(yè),統(tǒng)計(jì)年鑒還暫未單獨(dú)設(shè)立該項(xiàng)數(shù)據(jù),而且中國(guó)很多體育用品公司是未上市的中小型企業(yè),公司數(shù)據(jù)比較難獲得,至今還沒(méi)有比較專業(yè)的機(jī)構(gòu)對(duì)體育產(chǎn)業(yè)進(jìn)行統(tǒng)計(jì)。 但筆者相信,體育品牌國(guó)際化已經(jīng)是不可阻擋的趨勢(shì)。在經(jīng)濟(jì)全球化和市場(chǎng)國(guó)際化的宏觀條件下,中國(guó)體育用品企業(yè)在站穩(wěn)中國(guó)本土市場(chǎng)的同時(shí),也要積極投身到國(guó)際市場(chǎng)中來(lái)。相信在不久的將來(lái)能看到更多的中國(guó)體育品牌走向世界,為世人所熟之和使用。
[Abstract]:With the development of economy , the increase of people ' s income and the increase of leisure time , people ' s demand for sports is growing , the sports industry has been growing rapidly in many countries , the industrial scale is expanding . At present , the annual output value of the sports industry has risen to 2 . 4 % in the middle of the 20th century .

With the increase of economic income and the improvement of living standards , the demand of sports activities and sporting goods is becoming more and more important in our country . With the increase of the economic income and the improvement of living standards , the Chinese people have become an investment and consumption hotspot in the whole society .

In the complex and changeable international market , the fierce competition highlights the important value of the brand , the size of the brand value is an important symbol to measure the international competitiveness of an enterprise , it is also a comprehensive reflection of the brand internationalization degree . The brand is a name , symbol , symbol , or a combination of their meaning , but it is also a system concept . From the point of view of the manufacturer , it is a cultural carrier with some unique function and utility in the market , which embodies the personality of the enterprise .
From the point of view of the consumer , the brand is the consumer ' s perception , identification and internalization of this function or utility , thus forming the belief of the company and its product brand , which embodies the image and value of the company . In the macro - speaking , the brand is one of the most important indicators to measure the country ' s comprehensive competitiveness . In the micro - speaking , the brand is the concrete embodiment and the final consumption goal of the consumer loyalty .

When an enterprise has its own brand , the international road should be taken into consideration when the domestic market has become saturated . So far , there is no theory limit on the definition of brand internationalization . In Song Yonggao , it is the brand internationalization . The purpose of brand internationalization is to establish the brand internationalization . Therefore , the brand internationalization is simply the brand ' s transnational marketing . Zhang Huarong believes that the concept of brand internationalization itself is proposed for regional problems . When an enterprise enters a new market for the enterprise with the same brand , the user resources of the enterprise are created , so that the brand internationalization is the brand internationalization . Therefore , the purpose of the brand internationalization is to establish the strong position of the brand outside the local market .

In the academic circle , there are many works about the brand , but there is little effort in the sports brand . So far , it is not necessary to find the more complete articles in sports brand , not to mention the internationalization of sports brands . Therefore , this paper can make a good complement to the internationalization of sports brands , and make an in - depth analysis on the internationalization of sports brands in China , and put forward the advantages and disadvantages of the internationalization of sports brands in China , and put forward countermeasures and strategies for China ' s sports circles .

Based on the international development and strategy of famous sports brand enterprises , such as adidas , Nike and Li Ning , this paper studies the internationalization of sports products industry in China , analyzes its current situation , international model and problems , and puts forward some suggestions for the internationalization of Chinese sports brand .

The full text is divided into seven parts :

In the first chapter , the author introduces the background of this paper , puts forward the problems to be studied in this paper , and then puts forward the research contents and significance of this paper . Finally , the paper points out the research methods and designs the research framework and the contents and structure of the paper .

The second chapter introduces the theory of brand internationalization . Firstly , the definition of brand internationalization is explained in detail , then the weighing criterion of brand internationalization is introduced . The opportunity and risk of brand internationalization are also discussed in this chapter , which provides enough theoretical basis for the brand internationalization of Chinese sports brand .

The third chapter reviews the successful example of the internationalization of China ' s famous enterprises , Haier , TCL , Huawei , Grant and the internationalization of Tongren Hall represent different modes . The five modes will be discussed in detail in this chapter . At the same time , it also mentions the successful reference and inspiration to the internationalization of Chinese sports brands .

In order to better illustrate the development of sports goods enterprises at home and abroad and their respective internationalization strategies , the article lists the development of sports goods enterprises at home and abroad and their respective internationalization strategies . In order to better illustrate the development of sports goods enterprises at home and abroad and their respective internationalization strategies , the article lists the two major sports giants , adidas and Nike , and then introduces the process of internationalization , which provides a realistic basis for the internationalization of Chinese sports goods enterprises , and has great reference significance .

The fifth chapter focuses on the present situation of sports brands in China . First , it introduces the development of sports brands in China and the development of sports brands in China . The main characteristics and main problems of sports brands in China are listed . In addition , this chapter focuses on the internationalization of sports brands in China and the main reasons for the internationalization of sports brands in China .

The sixth chapter is the key section of the article . In combination with the development of China ' s sporting goods enterprises and the development of the world sports goods industry , it puts forward some suggestions for the internationalization of Chinese sports goods enterprises . The first aspect is the product strategy . The first aspect is the product strategy . The second aspect is the product strategy . The fourth part is the brand communication strategy , which is also called the marketing strategy . The fourth part is the brand communication strategy , and it is also called the marketing strategy . The fourth part is the marketing strategy .

Chapter 7 is the summary of the whole text , summarizes the main contents of the article , and points out the deficiency of the article . In addition , since the theory of internationalization is less mature and the authoritative reference is relatively few , the relevant data of the sports industry should be updated in time . In addition , the statistics of the sports industry are not separately established . In addition , many sports goods companies in China are not listed , and the data of the company is difficult to obtain . So far , there is no more professional organization to make statistics on the sports industry .

However , the author believes that the internationalization of sports brands has become an irresistible trend . Under the macro - conditions of economic globalization and market internationalization , Chinese sports goods enterprises should also be actively involved in the international market at the same time , and believe that more Chinese sports brands can be seen in the world in the near future .
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F426.8;F273.2

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