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題 名 | ~MIT衣騎Go!!~本土運動機能服飾品牌之運動贊助效益初探--自行車市場為例=~MIT Clothing Cycling Go!!~ The Benefits of Sport Sponsorship for Local Brands of Athletic Compression Clothing in Cycling Market |
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作 者 | 王泠; 李鴻棋; | 書刊名 | 運動與健康研究 |
卷 期 | 3:3 2014.10[民103.10] |
頁 次 | 頁46-57 |
分類號 | 993.29 |
關鍵詞 | 運動機能服飾; 運動贊助; 品牌; 自行車; Athletic compression clothing; Sport sponsorship; Brand; MIT; Cycling; |
語 文 | 中文(Chinese) |
中文摘要 | 戶外休閒活動人數持續增加,及穿著專業運動機能服飾的風氣盛行,運動機能性戶外服飾市場成長將可期待。MIT(Made in Taiwan)產品功效可以媲美國際知名品牌,但由於消費者對MIT品牌的產品陌生,限制其產品銷售量與品牌發展性。本文以SWOT分析MIT運動機能服飾品牌的潛能,論述執行運動贊助策略是否可為MIT品牌產生效益,並在國內市場中建立品牌知名度。 |
英文摘要 | A blooming business of athletic compression clothing can be seeable since population of outdoorsy recreation obtains sustainable growth and professional athletic compression clothing is worn in to vogue. Quality of the MIT compression clothing brands made in Taiwan can compete with the global brands. However, consumer does not recognize the MIT clothing which results in the limitation of product sales and brand development. This paper applied the concepts of SWOT analysis in the Cycling Market of the MIT brands to analyze whether the strategy of sport sponsorship can assist build the MIT brand awareness in the domestic market. |
本系統中英文摘要資訊取自各篇刊載內容。