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一、前言进入新世纪,全球体育产业的形势和格局发生了深刻的变化,各大品牌围绕科技创新、规模扩张、知识产权、贸易保护和品牌战略为核心的市场竞争日趋激烈;旨在分割世界资源的品牌并购改变了全球市场的格局,中国市场进一步成为世界品牌争夺的制高点。在品牌创建过程中,国内体育企业应正确分析品牌的生存环境,借鉴国外知名体育产业品牌发展的成功经验,大胆创新,努力提高品牌竞争力。
I. Introduction In the new century, profound changes have taken place in the situation and pattern of the global sports industry. Market competition among major brands around the core of technological innovation, scale expansion, intellectual property rights, trade protection and brand strategy has become increasingly fierce; the purpose of dividing the world Resource brand mergers and acquisitions have changed the pattern of the global market, the Chinese market has further become the commanding height of the world brand. In the process of brand creation, the domestic sports enterprises should correctly analyze the living environment of the brand, learn from the successful experience of well-known foreign sports industry brand development, make bold innovations, and strive to improve the brand competitiveness.