I摘 要体育产业是经济发展的支柱性产业，而品牌建设则是体育产业发展的决定性因素近年来，经过产业调整，国有体育产业规模扩大，品牌影响力提高，但和国外体育产业相比还是有一定的差距，存在品牌意识不足、品牌定位不清等问题。为提高国有体育品牌在国际中的竞争力，必须加强品牌建设，制定品牌发展战略。本文将以国有体育回力为例，对回力的品牌营销市场现状和存在的问题进行分析，并针对当中的问题提出合理的营销建议，加深人们对回力及民族体育产业的了解，为回力和国有体育产业的品牌发展提供借鉴和参考。关键词： 体 育 产 业 ； 回 力 ； 品 牌 营 销IIAbstract Sports industry is the pillar industry of economic development, and brand building is the decisive factor for the development of sports industry. In recent years, after the industrial of the adjustment, the scale of state-owned business has expanded, and the brand influence has been improved. However, compared with foreign sports industry, there are still some gaps, such as insufficient brand awareness and unclear brand positioning. In order to improve the international competitiveness of the state-owned sports brands, we must strengthen the brand construction and formulate the brand development strategy. This paper will take the state-owned sports warrior as an example to analyze the current situation and existing problems of the brand marketing market of warrior, and put forward reasonable marketing suggestions in view of the problems, to deepen people's understanding of warrior and national sports industry, and provide reference for the brand development of warrior and state-owned sports industry.Key words ： Sport industry;Warrior;Brand markting目 录1 引 言 .........................................................１1.1 研 究 背 景 ....................................................１1.2 研 究 意 义 ....................................................１1.3 国 ...
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