內(nèi)容摘要：在產(chǎn)品同質(zhì)化的今天，品牌競爭是市場競爭的主導(dǎo)，而優(yōu)秀的品牌行業(yè)控制著行業(yè)的發(fā)展方向。作為國內(nèi)發(fā)展最快的體育用品品牌，安踏取得了不俗的成績，品牌建設(shè)也取得了一定的成效，雖然在實(shí)踐中還有不少問題，但足以證明品牌建設(shè)在其中的重要作用。同時，國內(nèi)外的實(shí)踐讓我們看到，在今天的市場經(jīng)濟(jì)中，品牌己經(jīng)成為制約我國體育用品業(yè)再創(chuàng)輝煌的瓶頸，加快品牌建設(shè)步伐刻不容緩。因此，本次論文首先是從我國的體育用品消費(fèi)市場的現(xiàn)狀出發(fā)，對體育用品的發(fā)展現(xiàn)狀以及發(fā)展的趨勢，都進(jìn)行了一定程度的分析與討論，進(jìn)而以我國的著名體育品牌安踏為例，來著重介紹一下體育品牌的建構(gòu)之路，然后由此及彼，通過安踏的品牌建構(gòu)的例子，然后從總體上來談一下如何更好地進(jìn)行體育品牌的建構(gòu)之路。

關(guān)鍵詞： 安踏； 體育用品； 品牌建構(gòu)

Abstract: Today in the product homogeneity, brand competition is the competition in the market dominant, and excellent brand industry controls the direction of the development of the industry.As the fastest growing sports brand, Anta has achieved good results, brand construction also obtained certain result, although in practice there are many problems, but enough to prove brand construction in the important role.At the same time, domestic and international practice so that we can see, in today's market economy, brand has become China's sporting goods industry create greater glories of the bottleneck, accelerate brand construction pace to brook no delay.Therefore, this paper from China's sports consumer market present situation, on the sports development of the current situation and development trend, undertook a certain degree of analysis and discussion, and then to China's famous brand Anta sports as an example, to mainly introduce sports brand construction of the road, and then proceed from the one to the other, through the Anta brand construction examples, and from the general to talk about how to carry out the sports brand construction road.

Key words: Anta ；Sports goods ；Brand building