本文選題：品牌 + 品牌國際化��； 參考：《東北財經大學》2010年碩士論文

【摘要】：隨著經濟的發(fā)展、人們收入的提高和閑暇時間的增多,人們對體育的需求日益增長,體育產業(yè)低成本、啟動快、滲透性強和輻射范圍廣等諸多優(yōu)勢逐步體現(xiàn)出來,使得體育產業(yè)在許多國家得到持續(xù)快速發(fā)展,產業(yè)規(guī)模不斷擴大。目前,世界體育產業(yè)的年產值已超過5,000億美元,并且以每年近20%的速度高速增長。在世界上體育產業(yè)最發(fā)達的美國,其與體育相關的產值在國民生產總值所占比例已由20世紀80年代的1%上升到20世紀90年代中期的2%,體育產業(yè)的市場價值也由1995年的1,520億美元上升到2002年的2,130億美元,所占國民生產總值上升到2.4%,成為美國的第六大支柱產業(yè),早在10年前其體育產業(yè)的年產值已達631億美元,超過了石油和航空工業(yè)。另外,體育產業(yè)與國民經濟其他產業(yè)關聯(lián)性較強,在一定條件下可以帶動其他產業(yè)發(fā)展�？梢哉f,體育產業(yè)在世界各國國民經濟各個行業(yè)中的地位不斷上升,成為許多國家國民經濟新的增長點,體育產業(yè)直接為國民經濟創(chuàng)造效益的功能和拉動關聯(lián)產業(yè)增長的功能也更加顯著,成為21世紀最具活力的朝陽產業(yè)。 在我國,體育作為一項產業(yè)發(fā)展是從20世紀90年代才開始的。改革開放30年,隨著經濟收入的增加和生活水平的提高,我國人民對體育活動和體育用品的需求也越來越大,體育正在成為全社會的一個投資和消費熱點。尤其是2008年北京奧運會的成功舉辦,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,世界體育產業(yè)也正朝著全球化的趨勢發(fā)展。但由于中國人口眾多,市場潛力巨大,國外的體育用品制造商都紛紛將目光投向了中國市場,在這一形勢下,中國本國的體育用品制造商們如何利用自身的優(yōu)勢資源,運籌帷幄以出奇制勝,根植于國土,走品牌國際化道路,就成為了一個十分值得研究的問題。 在復雜多變的國際市場上,激烈的競爭突顯了品牌的重要價值,品牌價值的大小是衡量一個企業(yè)的國際競爭力的重要標志,也是品牌國際化程度的綜合反映。品牌是一個名稱、符號、象征,或者是它們意義的組合,但更是一個系統(tǒng)的概念。從廠家的角度看,它是以某種核心能力為內在基礎,以價值生產、傳播和傳遞為手段,向市場提供某種獨特的功能和效用的文化載體,它體現(xiàn)了企業(yè)的個性；從消費者的角度來看,品牌是消費者對這種功能或效用的感知、認同、內化,進而形成對公司及其產品品牌的信念,它體現(xiàn)了公司的形象和價值。宏觀上講,品牌是衡量國家在世界上綜合競爭力的重要指標之一：微觀上講,品牌是消費者消費忠誠度的具體體現(xiàn)和最終消費目標。 當一個企業(yè)擁有自主品牌,在國內市場已經日趨飽和的情況下,就應該考慮走國際化道路了。關于品牌國際化的定義,迄今為止,理論界尚無定論。宋永高認為：當一個企業(yè)用相同的品牌名稱和圖案標志,進入一個對本企業(yè)來說全新的國家,開展品牌營銷,就是品牌國際化。通常品牌國際化的目的是在異國他鄉(xiāng)建立起本品牌的強勢地位。因此,品牌國際化簡單地說就是品牌的跨國營銷。。張華容認為：品牌國際化概念本身是針對地域問題而提出來的。當一個企業(yè)用相同的品牌進入一個對本企業(yè)來說全新的市場,創(chuàng)建企業(yè)的用戶資源,讓品牌在全球范圍內與不同區(qū)域市場消費者發(fā)生良性的互動關系,就是品牌國際化。因此,品牌國際化的目的就是要在本土以外的市場建立品牌的強勢地位。 學術界有很多關于品牌方面的著作,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,就更不用說體育品牌國際化問題了。因此本文能對體育品牌國際化方面做一個很好的補充,對中國體育品牌的國際化問題進行深入的分析,提出中國體育品牌國際化的優(yōu)勢與劣勢,為中國體育界提出對策與策略。 本文主要結合有關國際化理論知識,運用案例分析法,基于阿迪達斯,耐克,李寧等知名體育品牌企業(yè)的國際化發(fā)展和策略,對中國體育產品行業(yè)的國際化問題進行了研究,分析了其現(xiàn)狀,國際化的模式,存在的問題,并在文章最后為中國體育品牌國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題,在此基礎上整理出本文的研究內容和意義,最后指出本文的研究方法并設計出研究框架以及論文的內容和結構。 第二章介紹了品牌國際化的相關理論。首先對品牌的國際化的定義做了詳細的闡明,然后介紹了品牌國際化的衡量標準。在該章節(jié)也討論了品牌國際化的機遇與風險,為中國體育品牌走品牌國際化道路提供了足夠的理論依據。 第三章系統(tǒng)回顧了中國知名企業(yè)走國際化的成功例子,海爾,TCL,華為,格蘭仕,同仁堂的國際化各代表著不同的模式。這五種模式將在該章節(jié)詳細論述。同時,也提及了中國企業(yè)品牌國際化的成功對中國體育品牌國際化的借鑒和啟發(fā)。 第四章開始進入論文主題,簡要介紹了國內外知名體育用品品牌國際化的具體步驟和國際化策略。為了能更好地說明國內外體育用品企業(yè)的發(fā)展和其各自的國際化策略,文章具體列出了世界兩大體育巨頭,阿迪達斯和耐克,中國品牌則列舉了李寧。首先對三個知名公司做了一個大概的介紹,然后介紹了各自國際化的進程,這對中國體育用品企業(yè)國際化提供了現(xiàn)實依據,具有很強的借鑒意義。 第五章重點分析了中國體育品牌的現(xiàn)狀。首先介紹了中國體育品牌的發(fā)展情況以及世界體育品牌在中國的發(fā)展的情況。列出了在中國市場主要的體育用品企業(yè)以及各自的市場份額。同時指出了中國體育品牌的主要特征以及存在的主要問題。除此之外,本章節(jié)重點闡述了中國體育品牌的國際化現(xiàn)狀,以及制約中國體育品牌國際化的主要原因。中國是個制造大國,全球70%以上的體育用品都是中國制造,但中國體育品牌卻沒有一個自己創(chuàng)造,這確實值得深思。 第六章是文章的重點章節(jié)。結合中國體育用品企業(yè)的實際和世界體育用品產業(yè)的發(fā)展,為中國體育用品企業(yè)國際化提出了建議。認為可以從四個方面加強品牌國際化進程。第一個方面是產品策略。產品是根本,沒有過硬的質量,永遠不能立足,更談不上走向國際了。在保證質量的同時,也要提供與時俱進,風格獨特的產品。產品服務也一定要跟上。第二個方面是定價策略。根據消費者心理和國際市場來定價,不能太低也不能過高,而且,在國際化不同階段定價策略也各不相同。第三個方面是渠道策略。如何把中國的體育用品賣到國外去,這是一個很具體的問題。是在超市百貨店寄售還是自創(chuàng)品牌連鎖店,抑或是網絡銷售,這都是一個需要去認真考慮的問題。第四部分是品牌傳播策略,也稱為營銷策略。體育用品在這塊一定是重點�？赡墚a品質量一樣,價格差不多,銷售方式也類似,但回想起在中國阿迪達斯和耐克的行銷策略,你就能知道廣告,贊助體育賽事對體育品牌的宣傳力度和深遠影響了。同時,定期參加展會,加強公共關系溝通也不能夠忽視。 第七章是全文的總結性論述,概括了文章的主要內容,并指出了文章的不足之處：關于阿迪達斯耐克詳細戰(zhàn)略的資料比較少,所以文章中的案例分析有待加深。此外,由于國際化的理論還不成熟,權威參考也比較少,所以論述起來條理性和專業(yè)性有待加強。除此之外,體育產業(yè)相關數(shù)據也要及時更新。由于中國體育產業(yè)還屬于新興產業(yè),統(tǒng)計年鑒還暫未單獨設立該項數(shù)據,而且中國很多體育用品公司是未上市的中小型企業(yè),公司數(shù)據比較難獲得,至今還沒有比較專業(yè)的機構對體育產業(yè)進行統(tǒng)計。 但筆者相信,體育品牌國際化已經是不可阻擋的趨勢。在經濟全球化和市場國際化的宏觀條件下,中國體育用品企業(yè)在站穩(wěn)中國本土市場的同時,也要積極投身到國際市場中來。相信在不久的將來能看到更多的中國體育品牌走向世界,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 .
【學位授予單位】：東北財經大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F426.8;F273.2

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本文編號：2102293