| （1.暨南大学 体育部，广东 广州 510632；2.广东体育职业技术学院，广东 广州 510663） 摘 要：对我国晋江市运动品牌企业近30年发展历程进行了回顾和梳理。“从仿造和贴牌到自主品牌，而今正迈着资本运营的步伐。”总结了在营销战略和销售模式等方面的成功经验：“明星代言+央视广告+赛事赞助”整合营销确保了品牌的有效传播；初创阶段选择了批发的销售方式，发展阶段采取了“专卖、连锁”，而“网络直销”不仅迎合了时代需求，而且符合企业发展节拍。不久将来，晋江必将成为世界运动品牌基地，将形成一大批真正意义上的全球性运动品牌企业，并以技术创新引导消费新潮流。同时提出必须提前做好长远战略规划，把握市场规律，引导消费潮流，创造消费增长点；不断提高集群竞争力，加强集群内产业链建设，实现合作共赢。 |
NIU Li-shu1，FENG Wei2
| （1.Department of Physical Education，Jinan University，Guangzhou 510632，China；2.Guangdong Vocational Institute of Sport，Guangzhou 510663，China） Abstract: The authors reviewed and collated the nearly 30-year course of development of enterprises with a sports brand in Jinjiang city, which “went from imitation and OEM to independent brand, and now gets on the track of capital operation”, summed up successful experiences in such aspects as marketing strategies and sales modes: the integrated marketing of “star speakers + ads on CCTV + game sponsors” ensured the effective communication of brands; the sale mode of wholesale was selected at the pioneering stage; “specialized and chained sales” were adopted at the development stage; “direct network sale” that keeps up the pace of times is not only in conformity with the characteristics of times, but also fitting into the pace of enterprise development. In the near future, Jinjiang will surely become the world sports brand base, give birth to a great number of enterprises with a truly global sports brand, and set the trend of consumption based on technical innovation. The author also put forward the following proposals: make long term strategic plans, grasp market patterns, set the trend of consumption, and create consump-tion growth points; constantly enhance the competitive strength of groups, strengthen industrial chain construction within groups, and create a win-win situation of cooperation. |
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