浙江体育用品制造业品牌战略研究
发布时间：2018-08-05 13:49
【摘要】： 浙江是我国东部沿海发达省份和重要的体育用品制造业生产基地,自2001年实施“名牌促进战略”、“质量工程”距今已有六年,通过将浙江与广东、福建、山东、江苏、上海五个东部发达省(市)获得三级名牌、驰名商标以及国家免检产品的情况进行对比分析,并在此基础上,通过对10家典型名牌企业进行问卷调查,掌握客观、真实的浙江体育用品制造业品牌现状信息。在对广东、福建、山东三省打造体育用品品牌成功经验总结的基础上,提出品牌发展的战略构想和策略。 本论文的研究结论如下:第一,浙江是体育用品制造业生产大省,但还未达到体育用品品牌强省的地位;名牌总数少,中高端品牌缺乏;名牌产品覆盖面小;名牌产品地区分布不均衡。第二,浙江体育用品企业在获得驰名商标上不容乐观,与东部其他五个省份还存在一定差距;在获得国家免检产品总数上除福建相对较多外,浙江与其他五个省份差距不明显。第三,浙江体育用品名牌企业存在的主要问题是名牌产品和高端品牌缺少,技术创新能力差,产品技术含量低,体育用品品牌同质竞争严重,市场较为混乱,品牌宣传不够,产业集群地区区域品牌打造不足。第四,福建体育用品品牌成功的经验在于请明星作产品代言和在电视媒体大势做广告;山东体育用品品牌成功的经验在于政府推动下全社会形成“质量第一”的品牌质量观,广东体育用品品牌成功的经验在于政府积极倡导下的“名牌工程”战略。第五,浙江“十佳”运动服品牌不能称为严格意义上的浙江品牌,它的性质类似与今天的贴牌加工,它的消失有着特殊的历史背景,假冒伪劣产品的泛滥加快了这个品牌的消亡。浙江体育用品唯一的中国名牌产品-“飞鹰”的成功关键在于技术创新。第六,根据浙江体育用制造业品牌的实际状况,在品牌战略上应该选择名牌战略、品牌最低成本与技术领先相结合战略、品牌文化创新战略和区域发展战略。
[Abstract]:Zhejiang is a developed province along the eastern coast of China and an important manufacturing base for sporting goods manufacturing. It has been six years since the implementation of the "famous brand promotion strategy" and "quality engineering" in 2001. Five developed eastern provinces (cities) in Shanghai have obtained three famous brands, well-known trademarks and national products exempted from inspection. On the basis of this, 10 typical famous brand enterprises have been investigated through questionnaires to grasp the objectivity. Real Zhejiang sports goods manufacturing brand status quo information. On the basis of summing up the successful experience of building sports goods brand in Guangdong, Fujian and Shandong provinces, this paper puts forward the strategic conception and strategy of brand development. The research conclusions of this paper are as follows: first, Zhejiang is a big province of sporting goods manufacturing, but it has not reached the status of strong province of sports goods brand, the total number of famous brands is small, the middle and high-end brands are lacking, the coverage of famous brand products is small; The regional distribution of famous brand products is uneven. Second, Zhejiang sports goods enterprises are not optimistic in obtaining well-known trademarks, and there is still a certain gap with the other five provinces in the east; in the total number of national products exempted from inspection, there are relatively more than Fujian, Zhejiang and the other five provinces are not obvious differences. Third, the main problems of Zhejiang sports goods famous brand enterprises are the lack of famous brand products and high-end brands, the poor ability of technological innovation, the low content of products and technology, the serious homogeneous competition of sports goods brands, the confusion in the market, and the lack of brand propaganda. Regional brand building in industrial cluster area is insufficient. Fourth, the successful experience of sports goods brands in Fujian lies in inviting stars to make product endorsements and advertising in the television media. The successful experience of sports goods brands in Shandong lies in the formation of a "quality-first" brand quality concept in the whole society under the impetus of the government. The successful experience of sports goods brand in Guangdong lies in the strategy of "famous brand project" advocated by the government. Fifth, Zhejiang's "Ten Best" sportswear brands cannot be called strictly Zhejiang brands. Its nature is similar to that of today's label processing, and its disappearance has a special historical background. The proliferation of fake and inferior products has accelerated the demise of this brand. The key to the success of Zhejiang's sole famous brand Chinese product, Flying Hawk, lies in technological innovation. Sixth, according to the actual situation of Zhejiang sports manufacturing brand, brand strategy should be selected in brand strategy, brand minimum cost and technology leading strategy, brand culture innovation strategy and regional development strategy.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G80-05
本文编号：2165984
[Abstract]:Zhejiang is a developed province along the eastern coast of China and an important manufacturing base for sporting goods manufacturing. It has been six years since the implementation of the "famous brand promotion strategy" and "quality engineering" in 2001. Five developed eastern provinces (cities) in Shanghai have obtained three famous brands, well-known trademarks and national products exempted from inspection. On the basis of this, 10 typical famous brand enterprises have been investigated through questionnaires to grasp the objectivity. Real Zhejiang sports goods manufacturing brand status quo information. On the basis of summing up the successful experience of building sports goods brand in Guangdong, Fujian and Shandong provinces, this paper puts forward the strategic conception and strategy of brand development. The research conclusions of this paper are as follows: first, Zhejiang is a big province of sporting goods manufacturing, but it has not reached the status of strong province of sports goods brand, the total number of famous brands is small, the middle and high-end brands are lacking, the coverage of famous brand products is small; The regional distribution of famous brand products is uneven. Second, Zhejiang sports goods enterprises are not optimistic in obtaining well-known trademarks, and there is still a certain gap with the other five provinces in the east; in the total number of national products exempted from inspection, there are relatively more than Fujian, Zhejiang and the other five provinces are not obvious differences. Third, the main problems of Zhejiang sports goods famous brand enterprises are the lack of famous brand products and high-end brands, the poor ability of technological innovation, the low content of products and technology, the serious homogeneous competition of sports goods brands, the confusion in the market, and the lack of brand propaganda. Regional brand building in industrial cluster area is insufficient. Fourth, the successful experience of sports goods brands in Fujian lies in inviting stars to make product endorsements and advertising in the television media. The successful experience of sports goods brands in Shandong lies in the formation of a "quality-first" brand quality concept in the whole society under the impetus of the government. The successful experience of sports goods brand in Guangdong lies in the strategy of "famous brand project" advocated by the government. Fifth, Zhejiang's "Ten Best" sportswear brands cannot be called strictly Zhejiang brands. Its nature is similar to that of today's label processing, and its disappearance has a special historical background. The proliferation of fake and inferior products has accelerated the demise of this brand. The key to the success of Zhejiang's sole famous brand Chinese product, Flying Hawk, lies in technological innovation. Sixth, according to the actual situation of Zhejiang sports manufacturing brand, brand strategy should be selected in brand strategy, brand minimum cost and technology leading strategy, brand culture innovation strategy and regional development strategy.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G80-05
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