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我国的体育用品品牌从上个世纪90年代开始在国内市场是初露头角,在取得巨大成就的同时我们也应该看到,我国的体育用品企业依然停留在低利润、低附加值的加工和生产阶段,国际上的一些高品牌价值的公司,对我们造成了似乎永远不可超越的竞争力。本文以耐克公司的企业文化为例进行阐述,通过分析耐克公司的品牌文化策略,指出耐克品牌的发展经验对我国体育用品市场的借鉴意义,对正处于转型中的中国体育用品市场有着极大的指导和参考作用。
China’s sporting goods brand from the 90’s of last century in the domestic market is a forefront of the achievements made in the same time we should also see that China’s sporting goods companies still remain in the low-profit, low value-added processing and production stage, Some of the international companies with high brand value have created a competitive edge that we seem never to surpass. This article elaborates Nike’s corporate culture as an example. By analyzing the brand culture strategy of Nike, it points out that the development experience of Nike brand is of significance to China’s sporting goods market. It is of great importance to China’s sporting goods market undergoing transformation Guidance and reference role.