RESEARCH ON THE DEVELOPMENT STRATEGY OF SPORTS BRANDS

Abstract

Strategy and strategic management are important components of sports brands management. However, there is less scientific research on the strategic management of sports brands. In order to explore the deep problems which exist in the process of the sports brands development, based on the theories of strategic management, brand strategy and marketing, the article unfolds a series of systematic analysis on sports brands strategic management related issues by methods which include literature data method, expert interview method, case analysis method and comparative research method. The authors start from the basic theory of sports brands, for example the connotation, characteristics and classification of sports brands, to analyze the meaning of sports brands strategy management and the present situation which current macro-environment, industry environment and sports organizations of sports brands development around the world. The article deeply discussed brand positioning strategy, brand identification strategy, brand promotion strategy, brand extension strategy, and brand innovation strategy from the view of theory and cases. Finally, the article comes to the conclusion and suggestions for strategic development of sports brands.