【摘要】 采用文献资料法,就我国体育品牌之都晋江体育用品业的市场创新路径进行研究,研究表明:以品牌差异化和品牌国际化运作为驱动的升级路径,并致力渠道建设和赞助营销以塑造品牌形象及品牌资产为驱动的升级路径是晋江体育用品业市场创新的路径选择,也是晋江体育用品业不断向全球价值链攀升的发展路径。更多还原

【Abstract】 Through documentary research,the paper makes a research on the marketing innovation path of Jinjiang’s Sporting Goods Industry.The study shows that Jinjiang targets brand differentiation,brand internationalization,channel building and sponsorship marketing to shape brand image and brand equity as the innovation path,which propels Jinjiang’s Sporting Goods Industry up the GVC.更多还原