匡威品牌营销策略.docVIP

匡威品牌营销策略 摘要:1908年美国摩尔匡威于麻省春田市创办了篮球鞋的专业制造厂，CONVER ALL SATAR就了。1917年推出了ALL START帆布鞋，其狂放不羁的设计，风靡全球一炮而红。1923年以具有运动天赋和口才的篮球明星CHVCK TAYLOR的亲笔签名成为著名商标。 Converse以其迷人的外表和创新环保的理念，在全球销量已经超过7亿双意味着全世界12%的人拥有过Converse鞋；意味着3个美国这么多的人穿过Converse经典休闲鞋。匡威All Star Chuck Taylor是所有帆布休闲鞋的潮流领导，All Star一直采用码重密度最足、质地最佳的帆布，双边条，原生橡胶加细网布，经久耐用，在推陈出新的同时强调自然材质和环保理念，被誉为鞋中的“劳斯莱斯”。自1992年正式登陆中国大陆以来，Converse这个永远的超级巨星，正以进化论中蜕变的优势风靡整个中国。Abstract:In 1908 the United States of America mole - converse in Springfield, Massachusetts founded the professional manufacturer of basketball shoes, CONVER ALL SATAR just emerge as the times require. The 1917 launch of the ALL START canvas shoes, this pair of shoes with its wild uninhibited, swept the world that fame. In 1923 to become the famous brand with the athleticism and eloquence basketball star CHVCK TAYLORs autograph. Converse with its fascinating appearance and the concept of innovation, environmental protection, has sold more than 700 million pairs in the whole world, which means that 12% of people around the world have Converse shoes; Means three of so many people in the United States through the Converse classic casual shoes. Converse All Star Chuck Taylor All canvas slip-ons leadership the tide, the All Star has been using code weight density, quality the best canvas, bilateral, native rubber and fine mesh cloth, durable, in innovation at the same time emphasizes the natural materials and environmental protection concept, is known as the Rolls-Royce of shoes. Officially landed in mainland China since 1992 and Converse the eternal superstar, is by evolution of metamorphosis is popular in the whole of China. Keywords: converse, canvas shoes, basketball shoes, freedom, fashion, restore ancient ways 一、品牌故事 1908年美国摩尔匡威于麻省春田市创办了篮球鞋的专业制造厂，CONVER ALL SATAR就了。1917年推出了ALL START帆布鞋，其狂放不羁的设计，风靡全球一炮而红。1923年以具有运动天赋和口才的篮球明星CHVCK TAYLOR的亲笔签名成为著名商标。 早在本世纪初的1917年，Converse（匡威）公司推出了All Star系列篮球鞋，从而带动了整个鞋业界的革命。All Star篮球鞋与新兴的篮球运动一度风行全美乃至全世界，在过去的一个世纪中，我们俯拾可见Converse（匡威）