本科毕业论文_.docVIP

本 科 毕 业 论 文 题目：国内外运动服装行业营销模式的对比研究 学 院 工商管理学院 专 业 市场营销专业 届 别 二零一二届 学 号 0816105066 姓 名 周龙 指导老师 郭惠玲 华侨大学教务处印制 二零一二年 一 月 目 录 摘 要 3 Abstract 4 一． 前言论述 5 1） 运动服装的概念和种类 5 2）我国运动服装行业发展现状 5 3）我国运动服装行业面临的困难和挑战 6 二． 国内外运动服装行业中企业发展现状的对比分析 7 1）国内运动服装企业发展现状研究 7 2）国外运动服装企业的发展现状研究 8 三． 国内外运动服装行业营销模式的对比分析 9 1）国内运动服装行业营销模式的现状及特点 9 2）国外运动服装行业营销模式的现状及特点 10 四． 借鉴国外营销模式，改进国内运动服装行业营销模式 11 1） 运动服装行业营销模式可能存在的问题及不足 11 2） 对国内运动服装行业营销模式的改进和完善 12 五．总结与不足 13 参考文献 14 摘 要 近年来，我国运动市场呈现增值增量的态势品牌数量快速增多，品牌之间的市场竞争加剧。一方面，国际品牌大举进入中国市场，利用强大的品牌号召力吸引消费者；另一方面，国内品牌层出不穷、更迭加快，抢占了各种层次的消费市场。 Abstract In recent years, with the development of global economic integration between countries in the economic exchanges Contact increasingly close; the backdrop of global economic development, Chinas economy is also under the guidance of the relevant economic policy, stable and fast growth . As one of the important part of Chinas economy, Chinas sportswear market is also showing the trend of value-added increment, regardless of the domestic brands, or foreign brands, the number quickly increased, the degree of market competition between domestic and foreign brands has also increased. The one hand, the international sports brand inroads into the Chinese market, which is a typical well-known brands Adidas, Nike, Converse, to use its strong brand appeal and appeal to attract those consumers to express individuality, given the movement products with profound meaning and spiritual, to enable consumers to resonate; the other hand, the domestic sports brand are endless, the change of speed up, to seize the various levels of the consumer market, of which typical representatives Anta, special steps Pick, Erke, born and raised domestic sports brand in recent years, they make use of relevant marketing tools, and occupy a place in the market, and to some extent, the consumer has won recognition. All in all, even the next few years, with the furthe