安踏集团连锁经营品牌化策略

^论文编号:GS092  字数:21533,页数:28，有外文翻译

摘    要
 从明星代言到赛事赞助到转播赞助，安踏集团的营销历程正是中国体育用品行业近20年来发展的缩影。前有高不可攀的国际大牌，后有不断模仿的小兄弟，安踏走过的路或许可以给中国体育品牌未来要走的路带来一些启示。本文则通过侧重描述安踏集团的品牌连锁经营,透视品牌化经营是当今企业做大做强的必有之路。
 首先，本文把^论文写作的目的，内容及方法作出分析，并突出品牌化的意义和重要性。
 其次，本文运用营销战略计划4PS方法结合本人搜集的资料，对安踏集团的市场调研，市场定位，市场细分和市场选择等方面进行详细分析，来说明安踏集团品牌成功运营的途径。
 再次，本文以安踏集团的经营过程中遇到的挫折来描述品牌化经营过程中如何转型问题，以及品牌化对销售的意义。
 最后，本文将总结安踏集团经营的心得，加上本人的见解，提出改善品牌经营的几点措施。
 
关键词：品牌化，安踏，营销

Abstract
 The marketing history of Anta Group, from superstar prolocutor to sports games’ supporter and then rebroadcast supporter, is the short view of the Chinese sports appliance industry in the past 20years. Working hard among the strong international famous brands and developing new brands just famous for their copying technology, Anta Group’s development perhaps can give some ideas to the Chinese sports Brands how to do in the future. This paper will focus on describing Anta Group’s chain marketing strategy, declaring that branding marketing strategy is the necessary way to be a strong and out-standing enterprise nowadays.
 Firstly, this paper analyses the writer’s target, content and the method as a whole. It states the sense and the importance of branding marketing strategy.
 Secondly, in order to state the methods which Anta Group’s branding strategy goes to success, this paper makes a specific analysis by Marketing Strategy 4PS Method on the market research, market orientation, market subdivision and market selection of Anta Group.
 Thirdly, this paper tells us how’s to turn the a successful marketing management by describing the frustration Anta Group facts during their growing up, as well as the meaning which branding management gives to the marketing.
 In the end, this paper sum up the experience of the Anta Group’s management. And with the writer’s opinion, it states some measurements how’s to improve the branding management.
 
 Keywords: Brand marketing, Anta Group, Management

目     录
摘要 ................................................1
1  绪论...............................................1
 1.1  题目的背景与目的.....................................1
 1.2  国内外研究状况…………….………………………………………………2
 1.3  ^论文研究的内容………………….…………………………………………3
 1.4  ^论文研究的方法…………………………………………………………….3
2  安踏集团品牌化经营状况 …………………..…………………………………..5
 2.1  安踏品牌发展大事记…………………………………………………….…5
 2.2  安踏集团经营心得……………………...…………………………………..5
 2.2.1  对市场进行全方位调查…………………...……………..……….…5
 2.2.2  选择专业篮球鞋作为主要市场………………………….……….…7
 2.2.3  利用明星代言定位品牌…………………………………………......8
 2.2.4  利用赛事赞助细分市场…………………………………......………8
 2.2.5  不断进行技术性创新……………………………………..…………9
 2.3  安踏集团经营过程遇到的难题……………………………….……..……10
 2.3.1  市场同质化问题严重…………………………….….…………..…10
 2.3.2  面临经济实用型品牌的市场瓶颈…………………………..….….11
 2.3.3  品牌知名度在二线到三线之间游走………………………………12
 2.3.4  体育明星营销固有的弊端…………………………………………12
3  安踏的品牌化经营的特色…………………………………….......…………….15
 3.1  充分利用网络营销………………………………….….………………….15
 3.2  价格定位合理…………………………………………..………………….15
 3.3  挖掘新的消费群体……………………………………..…………….……16
4   如何打造品牌促进销售………………………………………………..………18
4.1  重视质量力求完美…………………………………………………...……18
4.2  建立良好信誉才能提高品牌知名度……………….…….……….………19
4.3  建立企业的文化体系……………………………………………...………20
 4.4  成功执行品牌策略………………………………………..……………….20
 4.4.1  树立强烈的品牌战略意识 ………………………………….........20
 4.4.2  选准市场定位确定战略品牌…………………………...…………21
 4.4.3  运用资本经营加快开发速度……………………………………...21
 4.4.4  大力推销公益活动…………………………………….……..……21
 4.4.5  实现终端促销…………………………………….…………..……22
 4.4.6  软性广告与硬性广告相结合……………………….………..……23
结论…………………………………………………………………….………….…25
参考文献……………………………………………………………….………….…26
致谢…………………………………………………………………….……………28

相关论文