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几年之前,各大奢侈品牌掀起来的复古之风使得一部分经典国货品牌凭借“国货回潮”重塑了品牌价值,但是绝大多数老字号品牌早就在经济全球化的历史潮流中销声匿迹。支持经典国货品牌的创新发展,创立和培育新国货品牌,发挥品牌在民族经济中的引领作用是国家实施品牌战略的一项重要内容。本文结合重新占领市场的经典国货案例,总结案例品牌战略流程和营销传播策略,特别为处于缓慢发展期的本土运动品牌在碎片化的市场环境中以不同的视角去践行整合营销传播提供一定的借鉴意义,促进本土运动品牌做精做强,提升品牌建造意识。
A few years ago, the retro style of major luxury brands set off some of the classic domestic brands with “national resurgence” to reshape the brand value, but most of the old brand has long been in the historical trend of economic globalization disappeared. It is an important part of the state to implement the brand strategy to support the innovation and development of the classic domestic products, establish and cultivate new domestic brands, and give full play to the brand’s leading role in the national economy. In this paper, the classic case of re-occupation of the market, the case of domestic brands, summed up the case of the brand strategy process and marketing communication strategy, especially for the slow development of local sports brand in a fragmented market environment to practice different aspects of integrated marketing communications to provide a certain Reference significance, promote local sports brand to do more sophisticated, enhance brand awareness.