体育品牌营销策略分析——以尤尼克斯(YONEX)为例
Analysis of Sports Brand Marketing Strategy——Taking YONEX Company as an Example
廖岳莹 1黄亨奋 1王鑫鑫1
作者信息
- 1. 华侨大学体育学院,福建 泉州 362021
- 折叠
摘要
随着中国经济的不断发展,国外的运动项目被更多地引入国内.中国的体育运动项目逐渐增多,体育运动也逐渐被人们所认识和接纳.当前,全球体育品牌的竞争依旧十分激烈,如何在激烈的竞争中保持产品的精准路线显得尤为重要.本文采用文献资料法、逻辑分析法和比较分析法,对羽毛球高端品牌尤尼克斯在中国的环境和营销策略进行分析,得出了尤尼克斯公司对我国体育品牌的启示:应重视产品公关和品牌维护、加大品牌活动创新、重视品牌代言人和进行合作创新.
Abstract
With the continuous development of China's economy,more foreign sports have been introduced into China.The number of sports in China has gradually increased,and sports have gradually been recognized and accepted by people.At present,the competition of global sports brands is still very fierce,how to maintain the precise route of products in the fierce competition is particularly important.By using the method of literature,logical analysis and comparative analysis,this paper analyzes the envi-ronment and marketing strategy of Yonex,a high-end badminton brand in China,and draws the enlightenment of Yonex to Chi-nese sports brands:we should pay attention to product public relations and brand maintenance,increase brand activity innovation,pay attention to brand spokesmen and carry out cooperative innovation.
关键词
YONEX/体育品牌/品牌营销/意义Key words
Yonex/sports brand/brand marketing/singnificance引用本文复制引用
出版年
2024
NETL
NSTL
万方数据