我國運動服裝品牌建設(shè)現(xiàn)狀及對策研究.pdf

1、上海師范大學(xué)碩士學(xué)位論文我國運動服裝品牌建設(shè)現(xiàn)狀及對策研究姓名：袁鶯申請學(xué)位級別：碩士專業(yè)：體育人文社會學(xué)指導(dǎo)教師：曹可強20050401AbstractItssignificantfordomesticsportswearenterprisestoestablishbrandbecauseitsinrespecttotheexistenceanddevelopmentofenterprises.Thepaperelaboratesth

2、econceptofBrandandsumsupthedifferencebetweenProductsTrademarkfamousBrandandBrand.AccordingtothequestionnaireaboutsportswearbrandtheauthorfindsChinesepeopleknowmoreinternationalfamousbrandsthaninternalbrands.Throughvisiti

3、ngsomecompanyandcollectingtheinformationaboutsportsweartheauthorfindsalotofdomesticsportswearenterpriseshaventrealizedtheimportanceofbrandbuilding.DomesticsportswearenterprisesgetmorechancefromtwothingswhichareChinabecam

4、ethememberofWTOandBeijingwillhostOlympicin2008.Butdomesticsportswearenterprisesalsomustfacethechallengefrominternationalbrandenteringthedomesticmarketandleisuresuitextendingtosportswearfield.ThatmeansitsimperativeforChin

5、esesportswearenterprisestoestablishbrand.Thoughdomesticsportswearenterpriseshavemadeprogresswithqualitymarketingandsoontheyarentgoodenoughatthebrandawarenesstheconsciousnessofbrandbuildingbrandorientationandpromotion.Ast

6、othisthepaperprovidesthecountermeasurewhichsolvestheproblemaboutbrandbuildingofdomesticsportswearthecountermeasureasfollows:1Establishtheconsciousnessofbrandbuildingandunderstandbrandandbrandbuildingcorrectly2Ascertainth

7、ebrandorientation3Payattentiontodesignandprotectbrand4Dowellinpopularizingbrand5Checkbrandstrategyperiodicallyandbecarefultoextendbrand6Thesocietyshouldsupportdomesticsportswearenterprisestoestablishbrand.Keyword:sportsw