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Current Situation and Countermeasures of China 's sportswear brand building

Author: YuanZuo
Tutor: CaoKeQiang
School: Shanghai Normal University
Course: Humane and Sociological Science of Sports
Keywords: Sportswear Brand Sports Industry Brand building
CLC: F426.86
Type: Master's thesis
Year: 2005
Downloads: 1760
Quote: 11
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After the study has important significance for the survival and development of sportswear enterprise in China engaged in brand building . The use of literature , summed up the difference between the brands and products , trademarks , brand name , as well as the meaning of the brand ; found from a survey of the consumer sportswear brand awareness , visibility and preferences , and consumer domestic sportswear brand awareness is generally low ; collection through interviews and industry information , found that many of our sports apparel companies do not realize the importance of brand building , compared to the existing sports apparel brand and international famous brands , there a big gap . Whether from China joined WTO, the Beijing 2008 Olympic Games bid for the opportunity of success analysis, or to seize the domestic market from international brand casual wear to sportswear challenges posed by extending sportswear brand building are imperative . Although China 's sports apparel is an improvement in quality , marketing strategies , but also kept low visibility , brand building awareness , positioning vague enough publicity insufficient . In this regard, for deficiencies in China 's sportswear brand building , proposed the following measures : 1 , establish a sense of brand building , and to a correct understanding of brands and brand building ; clear brand positioning ; 3 , focusing on brand design and protection ; do brand promotion ; cycle diagnosis brands , be careful to do brand extension ; 6 , the community to support the construction of sports apparel brand in China .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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