[1]刘飞.泉州体育用品业品牌内化实践探析[J].泉州师范学院学报,2014,(05):50-56.
 LIU Fei.Study on the Brand Internalization Practice of the Sporting Goods Corporation in Quanzhou[J].,2014,(05):50-56.
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泉州体育用品业品牌内化实践探析()
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《泉州师范学院学报》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2014年05期
页码:
50-56
栏目:
新泉州模式研究
出版日期:
2014-10-31

文章信息/Info

Title:
Study on the Brand Internalization Practice of the Sporting Goods Corporation in Quanzhou
文章编号:
1009-8224(2014)05-0050-07
作者:
刘飞
泉州师范学院 工商学院,福建 泉州 362000
Author(s):
LIU Fei
School of Business Management,Quanzhou Normal University,Fujian 362000,China
关键词:
泉州 体育用品业 品牌外化 品牌内化
Keywords:
Quanzhou sporting goods corporation internal branding external branding
分类号:
F207
文献标志码:
A
摘要:
企业品牌化战略应包括品牌外化和品牌内化两个维度,其中品牌内化是品牌外化的基础和根基。20世纪90年代末以来,泉州体育用品业通过实施品牌外化战略取得可喜成效,但品牌外化正面临企业转型升级和品牌国际化双重考验,全面实施品牌内化战略是应对考验的必选项。文章基于212份调查问卷和76人次访谈,客观评估了泉州体育用品业品牌内化现状,尤其是存在的突出问题,并提出澄清品牌内化认知、制定品牌内化战略规划、健全品牌内化实施机制以及创新品牌内化操作模式四点策略性建议。
Abstract:
Enterprise brand strategy has two dimensions,including brand externalization and internalization,while brand internalization is the foundation of brand externalization.Since the late 1990s,the sporting goods industry in Quanzhou made great achievements through implement the strategy of brand externalization,but the brand externalization is facing some problems,such as brand internationalization,transformation and upgrading of enterprises.The implementation of internalization brand strategy is the important way to solve the problem.In this paper,we study on the brand internalization practice of the Quanzhou sporting goods corporation based on 212 questionnaires and interviews of 76 persons,then find out the main problems of brand in the process of internalization,and finally put forward clear cognition,strengthen institutional guarantee to further promote brand internalization and build suitable sports brand internalization operating mode.

参考文献/References:

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备注/Memo

备注/Memo:
作者简介:刘飞(1967—),男,福建泉州人,讲师,主要从事品牌营销、创业管理研究。
基金项目:泉州市社会科学规划重点项目“新泉州模式视阈下泉州民营经济可持续发展研究”(2014C01)
更新日期/Last Update: 2014-10-15