JM服装公司Q动品牌营销策略研究.doc

JM服装公司Q运动品牌营销策略研究 摘 要 中国体育服装市场竞争激烈，国际体育用品品牌公司与数量众多的本土品牌公司都参与其中。国际体育品牌中有耐克、阿迪达斯、美津浓、锐步等;本土体育品牌中有李宁、安踏、匹克、特步等，还有许多不知名生产企业生产的产品。JM服装公司Q运动品牌，相对于国际一线强势体育服装品牌公司耐克和阿迪达斯而言，无论是在资金、资源层面还是技术层面上，都无法与之正面抗衡。强势体育服装品牌公司的塑造是中国体育服装行业发展的迫切需求。因此，对JM公司的竞争战略进行相关研究，不仅对于JM公司的生存、发展和壮大具有重要作用和意义，而且对对整体处于劣势地位的中国本土体育服装品牌乃至整个中国服装行业的生存、发展和壮大都具有重要借鉴和指导意义。 本文利用客观真实的市场数据、科学的研究方法、以营销理论为依据对JM公司的Q运动品牌策略及市场营销策略进行论证，为企业品牌发展之路提出有利的理论参考。 关键词：运动品牌 品牌创新 核心竞争力 ABSTRACT With Chinas entry into WTO and the economic globalization, regional economic integration trend is further strengthened, in the Chinese market this big cake temptation, many international well-known sports brand enterprises are currently in China with offices and retail stores, and even production workshop will be transferred to China, the purpose is to seize the Chinese market. Many of them have long historical background, good market reputation, high market share of the international well-known sports brands. In this market environment, JM clothing company Q sports brand to survive, grow and develop, we must find out its own problems and develop solutions to adapt to changes in the market, and the implementation of the scheme corresponding to stand on solid ground. This paper will focus on the analysis of the existing JM clothing company Q sports brand problems and Research on Relevant Countermeasures. Intense competition in China sports apparel market, local Brand Company supplies Brand Company and a large number of international sports are involved. With Nike, Adidas, Mizuno, Reebok International sports brands; a lining, Anta, peak, 361 degrees, XTEP and other local sports brand, there are many unknown production enterprise products. JM clothing company Q sports brand, compared with the international first-line strong sports Nike and Adidas garment Brand Company, both in the capital, the level of resources or the technical level, not with the confrontation. The building of strong sports clothing Brand Company is the urgent need of the