ABSTRACT Along with the advance
of domestic sports undertakings, China’s sports goods industry has shown great
potential for development. This paper analyses the present situation of sports
brand marketing in China. The result shows that in the process of sport
marketing, domestic sports brands have acquired some certain achievements. But
at the same time, many serious problems are beginning to emerge. They are as
follows: a vague positioning, the lack of long-term planning, irrational
development model, and insufficient marketing methods. In order to enhance the
market competitiveness of the domestic sports brand, there is an urgent need to
implement brand management. Attention should be focused on nailing down brand
positioning, setting up the brand characteristics, and cultivating brand.
Cite this paper
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