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奥运营销只是体育营销中的一部分,世界杯、NBA、F1每年国际体育品牌的营销大战都在持续登场。中国本土体育品牌与国际大牌相比,还存在着很大的差异,有硬实力上的差距,也有实战经验上的不足,更有一些无法忽视的理念性差距。体育营销是一个长线计划,中国历史最长的体育品牌李宁最近也接连遇冷,体育用品行业大哥的低迷状态让全行业都有些无精打采。事实上,经过了高速增长的黄金时期,“李宁们”已经开始步入了转型升级的新品牌化时代。究
Olympic marketing is only part of sports marketing, World Cup, NBA, F1 annual international sports brand marketing war are continuing debut. Compared with the big names in the world, there is still a big difference between Chinese sports brands and international big names. There is also a gap in terms of hard power as well as shortcomings in actual combat experience. There is also a gap in philosophy that can not be ignored. Sports marketing is a long-term plan, the longest history of China’s sports brand Li Ning has also been followed by the cold, the sporting goods industry eldest brother downturn for the entire industry are some of the listless. In fact, after the golden period of rapid growth, “Li Ning” has begun to enter a new era of brand transformation and upgrading. Study