CAJ | 학술논문

营销是所有企业的灵魂和未来,同时也是决定我国自主品牌体育用品企业命脉的关键要素.为此,从营销的角度出发,对我国自主品牌体育用品企业营销存在的问题进行探讨,表明:营销目标的模糊化、营销价值的低端化、营销方式的同质化、产品结构的趋同化以及品牌营销手段的单一化等是制约我国自主品牌体育用品企业发展的重要因素,并就创新体育用品企业营销进行思考和探索.
영소시소유기업적령혼화미래,동시야시결정아국자주품패체육용품기업명맥적관건요소.위차,종영소적각도출발,대아국자주품패체육용품기업영소존재적문제진행탐토,표명:영소목표적모호화、영소개치적저단화、영소방식적동질화、산품결구적추동화이급품패영소수단적단일화등시제약아국자주품패체육용품기업발전적중요인소,병취창신체육용품기업영소진행사고화탐색.
Marketing is regarded as the soul of an enterprise , and so is the self -owned brand of a sporting goods enter-prise .The paper discussed the marketing of self -owned brand of sporting goods .It finds that the limitation of marketing lies in the following aspects:the fuzzy goal of marketing, the low end of the value of marketing , the homogenization of marketing , the assimilation of product structure , the simplification of marketing means .The paper discussed the innovation of marketing for sporting goods enterprises.