| （1.Department of Physical Education，Jinan University，Guangzhou 510632，China；2.Guangdong Vocational Institute of Sport，Guangzhou 510663，China） Abstract: The authors reviewed and collated the nearly 30-year course of development of enterprises with a sports brand in Jinjiang city, which “went from imitation and OEM to independent brand, and now gets on the track of capital operation”, summed up successful experiences in such aspects as marketing strategies and sales modes: the integrated marketing of “star speakers + ads on CCTV + game sponsors” ensured the effective communication of brands; the sale mode of wholesale was selected at the pioneering stage; “specialized and chained sales” were adopted at the development stage; “direct network sale” that keeps up the pace of times is not only in conformity with the characteristics of times, but also fitting into the pace of enterprise development. In the near future, Jinjiang will surely become the world sports brand base, give birth to a great number of enterprises with a truly global sports brand, and set the trend of consumption based on technical innovation. The author also put forward the following proposals: make long term strategic plans, grasp market patterns, set the trend of consumption, and create consump-tion growth points; constantly enhance the competitive strength of groups, strengthen industrial chain construction within groups, and create a win-win situation of cooperation.
Key words: sports economy；sports brand；Jinjiang |
