文献类型：期刊文献

中文题名：论体育用品品牌生命周期与营销策略

英文题名：On the Life Cycle and Marketing Strategies of the Branded Gymnastic Products

作者：吴诚[1]

机构：[1]华东理工大学体育经济理论研究所,上海200237

年份：2005

卷号：17

期号：5

起止页码：17

中文期刊名：首都体育学院学报

外文期刊名：Journal of Capital University of Physical Education and Sports

收录：国家哲学社会科学学术期刊数据库

语种：中文

中文关键词：体育用品;品牌生命周期;营销策略

外文关键词：Gymnastic products ;Life cycle of branded products ;Marketing strategies

摘要：随着世界经济一体化的形成,市场的竞争就是品牌的竞争。品牌已成为企业在市场中稳定而有力的核心竞争要素。如何打造强势品牌以提升品牌形象和占有更多市场份额是越来越多经营者想要研究的问题。本文从品牌生命周期的形成机理出发,研究体育用品品牌生命周期各阶段的特征,寻求体育用品企业在品牌营销过程中的应对策略。
Nowadays, with the integration of the world economy, market competition means the competition of branded products. Brands have become the core competitive factor for enterprises to stay powerful and stable. It has become a major issue for many managers to build a strong brand and improve the brand image so as to get more market shares. From the forming mechanism of the life cycle of branded products, the author studies the characteristics of gymnastic brands in each phase of the life cycle in order to seek strategies for the enterprises that produce gymnastic products in the process of brand distribution.