运动品牌“安踏”营销策略研究 - 毕业设计论文.doc

* * 大 学 设计（论文）题目 运动品牌“安踏”营销策略研究 The Research Sports brand “Anta” marketing strategy 学 院： 工商管理学院 学生姓名： 专业班级： 工商企业管理（）班 学 号： 指导教师： 20 ** 年4月18 日 摘 要 随着我国宏观经济的发展和生活水平的日益提高，体育运动逐渐成为人们生活中不可或缺的一部分。人均体育运动消费支出不断增加，中国体育运动用品产业处在快速发展中。在体育运动产品发展的同时，也出现了一些问题，在我国的运动品牌由于缺乏明确的营销目标，因此，在激烈的市场竞争中处于明显的劣势。由于市场环境的影响，我国运动品牌面临前所未有的激烈竞争。本文以运动品牌“安踏”系列产品作为研究对象，通过对该公司所处的宏观环境、行业环境、消费者和竞争者的分析，了解运动品牌行业竞争结构和行业未来的发展趋向，以及消费者的消费动机、消费行为和群体特征。同时对安踏的营销现状进行了分析，找出营销方面的薄弱环节，研究了安踏的机会、威胁、优势和劣势，针对性地提出安踏的营销对策，包括基于顾客需求的产品策略、成本价格策略、整合营销传播策略、渠道便利策略。以期体育运动品牌营销不断优化。 关键词：体育运动休闲；市场环境；竞争者；营销对策 Abstract As China's macro-economic development and rising living standards, sport has become an indispensable part of people’s lives. Per capita sports consumption expenditure continue to increase, the Chinese sports supplies industry in fast development. In sports product development, there have been some problems in China's sports brand, due to lack of clear marketing objectives, therefore, in the fierce competition in the market at a distinct disadvantage. This paper to "ANTA" series of products as the research object. Through the macro environment of industry environment,the consumer, and the analysis of the competitors of the company to get a understand of the competition of sports brand in the industry structure, and the development trend of industry's future, consumer spending motivation, consumer behavior and group characteristics. At the same time, Anta’s marketing made an analysis of the current situation, find out the weaker parts of the marketing, made a research of Anta's SWOT, pointed out Anta’s marketing countermeasures, including product strategy, cost price strategy, integrated marketing communication strategy, channel convenient strategy of the customer demand . In order to make the sports brand marketing can be better anda better.（ K