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The Research of VICTOR Brand Development and Method of Present Situation

Author: CaoChen
Tutor: YuHongGao
School: Nanjing Institute of Physical Education
Course: Humane and Sociological Science of Sports
Keywords: sport brand brand marketing internation alzation
CLC: G80-05
Type: Master's thesis
Year: 2012
Downloads: 14
Quote: 0
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Abstract


This artical combined the systematic analysis of badminton brandVICTOR with the current internaitonal sports brand marketingstrategy to conduct a research on the prons and cons of VICTOR brandmarketing and its growth opportunities in the future. The databasein this article derive from enterprise report,finical data andmarketing research towards objective customers which are abtainedduring my intership in the VICOR brand martketing department.Thecontents included VICTOR market performance analysis, statusillustration, marketing strategy analysis, comparing with theinternational development strategy of sports product brand.Combinedwith the current international situation of sports produncts,through the research on the product R&D, event promotion andmarketing polciy of VICTOR company, this article further analysedbrand marketing strategy, provide some value suggestions for itsfuture development. In the end, this article concluded that in orderto grasp the development opportunities in the future, VICTOR neededto strenthen the core competitiveness, promote the brandinternationalization, develop the new market and steadilyconsolidate brand culture, moreover put emphasis on the importanceof brand culture for the long-term sustainable development.

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CLC: > Culture, science,education, sports > Sports > Sports theory > The relationship between sports and other disciplines
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