【摘要】： 浙江是我國(guó)東部沿海發(fā)達(dá)省份和重要的體育用品制造業(yè)生產(chǎn)基地,自2001年實(shí)施“名牌促進(jìn)戰(zhàn)略”、“質(zhì)量工程”距今已有六年,通過(guò)將浙江與廣東、福建、山東、江蘇、上海五個(gè)東部發(fā)達(dá)省(市)獲得三級(jí)名牌、馳名商標(biāo)以及國(guó)家免檢產(chǎn)品的情況進(jìn)行對(duì)比分析,并在此基礎(chǔ)上,通過(guò)對(duì)10家典型名牌企業(yè)進(jìn)行問卷調(diào)查,掌握客觀、真實(shí)的浙江體育用品制造業(yè)品牌現(xiàn)狀信息。在對(duì)廣東、福建、山東三省打造體育用品品牌成功經(jīng)驗(yàn)總結(jié)的基礎(chǔ)上,提出品牌發(fā)展的戰(zhàn)略構(gòu)想和策略。 本論文的研究結(jié)論如下:第一,浙江是體育用品制造業(yè)生產(chǎn)大省,但還未達(dá)到體育用品品牌強(qiáng)省的地位;名牌總數(shù)少,中高端品牌缺乏;名牌產(chǎn)品覆蓋面小;名牌產(chǎn)品地區(qū)分布不均衡。第二,浙江體育用品企業(yè)在獲得馳名商標(biāo)上不容樂觀,與東部其他五個(gè)省份還存在一定差距;在獲得國(guó)家免檢產(chǎn)品總數(shù)上除福建相對(duì)較多外,浙江與其他五個(gè)省份差距不明顯。第三,浙江體育用品名牌企業(yè)存在的主要問題是名牌產(chǎn)品和高端品牌缺少,技術(shù)創(chuàng)新能力差,產(chǎn)品技術(shù)含量低,體育用品品牌同質(zhì)競(jìng)爭(zhēng)嚴(yán)重,市場(chǎng)較為混亂,品牌宣傳不夠,產(chǎn)業(yè)集群地區(qū)區(qū)域品牌打造不足。第四,福建體育用品品牌成功的經(jīng)驗(yàn)在于請(qǐng)明星作產(chǎn)品代言和在電視媒體大勢(shì)做廣告;山東體育用品品牌成功的經(jīng)驗(yàn)在于政府推動(dòng)下全社會(huì)形成“質(zhì)量第一”的品牌質(zhì)量觀,廣東體育用品品牌成功的經(jīng)驗(yàn)在于政府積極倡導(dǎo)下的“名牌工程”戰(zhàn)略。第五,浙江“十佳”運(yùn)動(dòng)服品牌不能稱為嚴(yán)格意義上的浙江品牌,它的性質(zhì)類似與今天的貼牌加工,它的消失有著特殊的歷史背景,假冒偽劣產(chǎn)品的泛濫加快了這個(gè)品牌的消亡。浙江體育用品唯一的中國(guó)名牌產(chǎn)品-“飛鷹”的成功關(guān)鍵在于技術(shù)創(chuàng)新。第六,根據(jù)浙江體育用制造業(yè)品牌的實(shí)際狀況,在品牌戰(zhàn)略上應(yīng)該選擇名牌戰(zhàn)略、品牌最低成本與技術(shù)領(lǐng)先相結(jié)合戰(zhàn)略、品牌文化創(chuàng)新戰(zhàn)略和區(qū)域發(fā)展戰(zhàn)略。
[Abstract]:Zhejiang is a developed province along the eastern coast of China and an important manufacturing base for sporting goods manufacturing. It has been six years since the implementation of the "famous brand promotion strategy" and "quality engineering" in 2001. Five developed eastern provinces (cities) in Shanghai have obtained three famous brands, well-known trademarks and national products exempted from inspection. On the basis of this, 10 typical famous brand enterprises have been investigated through questionnaires to grasp the objectivity. Real Zhejiang sports goods manufacturing brand status quo information. On the basis of summing up the successful experience of building sports goods brand in Guangdong, Fujian and Shandong provinces, this paper puts forward the strategic conception and strategy of brand development. The research conclusions of this paper are as follows: first, Zhejiang is a big province of sporting goods manufacturing, but it has not reached the status of strong province of sports goods brand, the total number of famous brands is small, the middle and high-end brands are lacking, the coverage of famous brand products is small; The regional distribution of famous brand products is uneven. Second, Zhejiang sports goods enterprises are not optimistic in obtaining well-known trademarks, and there is still a certain gap with the other five provinces in the east; in the total number of national products exempted from inspection, there are relatively more than Fujian, Zhejiang and the other five provinces are not obvious differences. Third, the main problems of Zhejiang sports goods famous brand enterprises are the lack of famous brand products and high-end brands, the poor ability of technological innovation, the low content of products and technology, the serious homogeneous competition of sports goods brands, the confusion in the market, and the lack of brand propaganda. Regional brand building in industrial cluster area is insufficient. Fourth, the successful experience of sports goods brands in Fujian lies in inviting stars to make product endorsements and advertising in the television media. The successful experience of sports goods brands in Shandong lies in the formation of a "quality-first" brand quality concept in the whole society under the impetus of the government. The successful experience of sports goods brand in Guangdong lies in the strategy of "famous brand project" advocated by the government. Fifth, Zhejiang's "Ten Best" sportswear brands cannot be called strictly Zhejiang brands. Its nature is similar to that of today's label processing, and its disappearance has a special historical background. The proliferation of fake and inferior products has accelerated the demise of this brand. The key to the success of Zhejiang's sole famous brand Chinese product, Flying Hawk, lies in technological innovation. Sixth, according to the actual situation of Zhejiang sports manufacturing brand, brand strategy should be selected in brand strategy, brand minimum cost and technology leading strategy, brand culture innovation strategy and regional development strategy.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：G80-05

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