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中国经济的腾飞带动了中国体育用品产业的快速发展。但一场全球金融危机影响到了国内体育用品消费市场,国内外运动品牌在中国的竞争格局正发生着变化。本文通过国内外运动品牌面对危机不同营销策略的对比,分析国内及国际运动品牌在这场风暴中的优劣势,进而提出当前是国内运动品牌追赶国际知名运动品牌的契机。希望对推动国内运动品牌的发展有所启示。
The rapid development of China’s sporting goods industry has driven the Chinese economy to take off. However, a global financial crisis has affected the domestic sporting goods consumer market, domestic and foreign sports brands in China’s competitive landscape is undergoing changes. This article analyzes the advantages and disadvantages of domestic and international sports brands in this storm by comparing the different marketing strategies of domestic and international sports brands in the face of the crisis, and then points out that the current opportunity is for domestic sports brands to catch up with internationally renowned sports brands. Hope to promote the development of domestic sports brand inspiration.