内容摘要：在产品同质化的今天，品牌竞争是市场竞争的主导，而优秀的品牌行业控制着行业的发展方向。作为国内发展最快的体育用品品牌，安踏取得了不俗的成绩，品牌建设也取得了一定的成效，虽然在实践中还有不少问题，但足以证明品牌建设在其中的重要作用。同时，国内外的实践让我们看到，在今天的市场经济中，品牌己经成为制约我国体育用品业再创辉煌的瓶颈，加快品牌建设步伐刻不容缓。因此，本次论文首先是从我国的体育用品消费市场的现状出发，对体育用品的发展现状以及发展的趋势，都进行了一定程度的分析与讨论，进而以我国的著名体育品牌安踏为例，来着重介绍一下体育品牌的建构之路，然后由此及彼，通过安踏的品牌建构的例子，然后从总体上来谈一下如何更好地进行体育品牌的建构之路。
关键词： 安踏； 体育用品； 品牌建构
Abstract: Today in the product homogeneity, brand competition is the competition in the market dominant, and excellent brand industry controls the direction of the development of the industry.As the fastest growing sports brand, Anta has achieved good results, brand construction also obtained certain result, although in practice there are many problems, but enough to prove brand construction in the important role.At the same time, domestic and international practice so that we can see, in today's market economy, brand has become China's sporting goods industry create greater glories of the bottleneck, accelerate brand construction pace to brook no delay.Therefore, this paper from China's sports consumer market present situation, on the sports development of the current situation and development trend, undertook a certain degree of analysis and discussion, and then to China's famous brand Anta sports as an example, to mainly introduce sports brand construction of the road, and then proceed from the one to the other, through the Anta brand construction examples, and from the general to talk about how to carry out the sports brand construction road.
Key words: Anta ；Sports goods ；Brand building
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