摘要+目录

苏州科技学院本科生毕业论文

“安踏”品牌的营销现状及对策研究

摘 要

安踏主要是生产和销售运动休闲系列产品，目前该系列产品在市场营销方面取得了一些成就，同时也遇到一些问题，产品的渠道、价格、促销等方面成了营销的薄弱环节。对此应该关注以下问题：基于顾客需求的产品策略、成本价格策略、加强渠道的管理和维护、优化广告的投放计划和效果等。随着世界知名的国际运动品牌进入中国市场，以及国内运动休闲产品市场竞争的日益白热化，为了解决安踏在营销方面的困难，找准未来发展方向，只有突破以往营销模式的思维定势，重新认识现代竞争的实质，确立更加完善的营销观念，才能对安踏的营销改进能有所裨益。

关键词 运动休闲；市场；产品；渠道；价格；促销

I

苏州科技学院本科生毕业论文

The Current Situation and Countermeasures of

Anta’s Brand Marketing

Abstract

Anta mainly produces and sells sports and casual series products which have made some achievements and met some problems as well, e.g., channel, price, promotion and so on. Attention should be paid to the following issues: the product strategy based on customer demand, cost price strategy, strengthening the management and maintenance of the channels, the optimization of advertisement planning and effect. As world famous sports brands enter the Chinese market, the domestic competition in sports and casual products have been increasingly intensified. In order to solve the difficulties in Anta’s marketing and to find the future development direction, Anta should break through the previous sales mode of thinking, know the essence of modern competition and establish the perfect marketing concept to improve Anta’s marketing.

Keywords Sports and Casual Series; Marketing; Products; Channel; Price; Promotion

II

苏州科技学院本科生毕业论文

目 录

第1章 绪论 .................................................................................................................................... 1

1.1 体育品牌的概念及其分类 ............................................................................... 1 1.2 我国体育品牌的发展情况分析 ........................................................................ 2 第2章 安踏品牌的营销现状分析 ..................................................................................... 3

2.1 安踏公司简介 ............................................................................................... 3 2.2 运动休闲产品行业环境分析 ........................................................................ 4 2.3 安踏产品分析 ............................................................................................... 6 2.4 安踏的发展条件分析（SWOT） ...................................................................... 7

2.4.1 安踏优势分析 ................................................................................................. 7 2.4.2 安踏劣势分析 ................................................................................... 7 2.4.3 安踏机会分析 ..................................................................................... 8 2.4.4 安踏威胁分析 ..................................................................................... 8 2.5 安踏的营销策略 ........................................................................................... 8

2.5.1 品牌之道 ............................................................................................ 8 2.5.2 渠道之道 .......................................................................................... 10 2.5.3 资本运作之道 ................................................................................... 10 2.5.4 管理之道 .......................................................................................... 11

第3章 安踏营销过程中存在的问题 ............................................................................... 12

3.1 产品问题 .................................................................................................... 12 3.2 渠道问题 .................................................................................................... 12 3.3 价格问题 .................................................................................................... 13 3.4 促销问题 .................................................................................................... 14 第4章 针对存在的问题所提出的对策 ............................................................................ 15

4.1 针对产品问题 ............................................................................................. 15

4.1.1 理解和满足消费者的需要 ................................................................. 15 4.1.2 以产品为基础、差异化为核心的品牌策略 ......................................... 15 4.2 针对渠道问题 ............................................................................................. 17

4.2.1 推进渠道的优化 ............................................................................... 17 4.2.2 加强渠道的管理和维护 ..................................................................... 18 4.3 针对价格问题 ............................................................................................. 18

4.3.1 制定安踏定价目标 ............................................................................ 18 4.3.2 安踏级差价格体系 ............................................................................ 19

III

苏州科技学院本科生毕业论文

4.4 针对促销问题 ............................................................................................. 19

4.4.1 优化广告的投放计划和效果 .............................................................. 20 4.4.2 强化促销活动管理 ............................................................................ 21

结 论 ............................................................................................................................................ 23 致 谢 ............................................................................................................................................ 24 参 考 文 献 .................................................................................................................................. 25 附录A 译文 ................................................................................................................................. 26

品牌战略 ................................................................................................................................ 26 附录B 外文原文 ......................................................................................................................... 30

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