| （1.邵阳学院 体育系，湖南 邵阳 422000；2.湖北文理学院 体育学院，湖北 襄阳 441053；3.佳兆业文化集团，广东 深圳 518000） 摘 要：通过对国际一流体育品牌耐克和国内顶尖体育品牌李宁品牌营销中，篮球元素应用情况进行分析和比较，发现两家企业在选择代言的篮球明星、赞助的组织和赛事、举办的篮球主题活动呈现较大差异，李宁的营销策略选择未能形成良好的品牌效应。建议国内体育用品企业在篮球明星和活动元素营销中要以长远眼光打造品牌；深挖球星品牌价值，注重篮球显性元素的产品个性化设计；增强明星影响力转化为品牌效应的能力以及在篮球品牌营销活动中选择稳定的营销策略，加强活动的连续性和关联性，形成品牌持续效应。 |
CHEN Ri-sheng1，NIU Li-li2，WANG Xian3
| （1.Department of Physical Education，Shaoyang University，Shaoyang 422000，China；2.School of Physical Education，Hubei University of Arts and Sciences，Xiangyang 441053，China；3.Kaisa Culture Group，Shengzhen 518000，China) Abstract: By analyzing and comparing the circumstances of application of basketball elements in the brand marketing of Nike, a world first-class sports brand, and Li Ning, a topnotch sports brand in China, the authors found that there were sig-nificant differences between the two enterprises in terms of basketball start endorsements selected, organization and games sponsored and basketball theme activities held, and that Li Ning’s marketing strategy choices failed to form a good brand effect. The authors suggested that in basketball start and activity element marketing, sports goods enterprises in China should build up their brands from a long-term perspective, dig deep into the brand values of stars, value the personalized design of products with a dominant basketball element, enhance the ability to turn star influence into a brand effect, select stable marketing strategies in basketball brand marketing activities, strengthen activity continuity and relevance, and form a sustainable brand effect. |
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