【摘要】： 近年來(lái),隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展,生活水平不斷提高,體育產(chǎn)業(yè)也得到很大的發(fā)展,2008年北京奧運(yùn)會(huì)的舉行更為中國(guó)體育用品行業(yè)創(chuàng)造了良好發(fā)展的契機(jī)。 面對(duì)體育用品市場(chǎng)的極大需求,我國(guó)體育用品生產(chǎn)企業(yè)的現(xiàn)狀卻不容樂(lè)觀,最大的問(wèn)題和不足就是缺乏強(qiáng)勢(shì)品牌。只有建立起強(qiáng)大的品牌優(yōu)勢(shì),才能提升企業(yè)的競(jìng)爭(zhēng)力。 正是基于這種情況,本文以中國(guó)體育用品行業(yè)的龍頭企業(yè)——李寧公司為研究對(duì)象,根據(jù)市場(chǎng)營(yíng)銷管理、企業(yè)戰(zhàn)略等知識(shí)進(jìn)行分析研究。本文對(duì)于中國(guó)體育用品生產(chǎn)企業(yè)品牌管理的研究有一定的現(xiàn)實(shí)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(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F426.8;F274

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本文編號(hào)：2393754