Author(s)

Dashuai Li ¹, Yuanjie Zhang ¹

Affiliation(s)

¹ Graduate University of Mongolia, Ulan Bator, 999097, Mongolia

Corresponding Author

Dashuai Li

ABSTRACT

The current situation of China's sports goods cultural brand is analysed by literature method, interview method, field investigation method and other research, and puts forward the current situation of sports goods cultural brand cultivation in China. The analysis shows that China's sports goods brand has gone to the world, but the brand is not strong and the recognition is not high. This paper puts forward clarifying the positioning of product cultural brands, paying attention to the personalised development of cultural brands, cultivating the spiritual connotation of cultural brands that combines nationalisation and internationalisation, optimising the communication channels of cultural brands, strengthening the influence effect of cultural brands, strengthening the maintenance and protection of cultural brands, sports cultural communication and cultural brand cultivation. Carrying forward and establishing a sense of responsibility of cultural brands with the progress of sports as our own responsibility provide theoretical reference for improving the competitiveness and popularity of China's sports goods cultural brands.

KEYWORDS

Sports goods, cultural brand, cultivation strategy

CITE THIS PAPER

Dashuai Li, Yuanjie Zhang, The Current Situation and Cultivation Strategy of Sports Goods Cultural Brands in China. Accounting and Corporate Management (2022) Vol. 4: 51-56. DOI: http://dx.doi.org/10.23977/acccm.2022.040707.

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