摘要
虽然361°体育品牌借助于2010年广州亚运会已经开展国际营销,但是由于其起步较晚,在品牌国际化方面还有很长的路要走。本文在研究我国李宁、鸿星尔克、匹克等民族体育品牌国际化方面取得部分成功经验的基础上,结合361°实际情况,从注重技术创新,提高产品质量;加强分销渠道建设,加大品牌传播力度等方面提出建议,以促进361°体育品牌国际化进程。
The sportswear brand 361 Degrees has started international marketing with the aid of Guangzhou Asian Games in 2010, but it still has a long way to go in the direction of brand internationalization due to its relatively late starting. Based on the research on some successful internationalization experiences of national brands such as LINING, ERKE, and PEAK, and combined with reality, the paper has proposed the suggestions to emphasize technical innovation, promote product quality, strengthen the channels of distribution construction, and enhance brand dissemination, and so on, to promote the process of the sportswear brand 361 Degrees internationalization.
出处
《企业经济》
CSSCI
北大核心
2011年第11期50-52,共3页
Enterprise Economy
关键词
361
品牌国际化战略
NBA
网球大师赛
361 Degrees
brand internationalization strategy
NBA
Tennis Masters Cup
