毕业论文安踏休闲运动鞋市场营销策略研究.docVIP

本科毕业设计（论文） 安踏休闲运动鞋市场营销策略研究 学 院 管理学院 专 业 工商管理 年级班别 学 号 学生姓名 指导教师 摘 要 2008年奥运会的成功举办，激发了全国各地休闲运动品牌乘势发展的热情,国民经济迅猛发展,,一个更广阔的运动、休闲消费市场呈现在体育用品企业面前。耐克、安迪达斯稳控中国体育用品高端市场，李宁、匹克等等品牌的步步紧逼。 但是，要想在复杂的竞争中保持竞争优势，安踏必须在总结经验的基础上，根据环境变化，调整零售营销策略。本文对相关问题进行了认真的分析和探讨。文章首先分析总结了安踏零售营销环境和经营现状，行业分析,随后运用SWOT分析法，结合安踏面临的优势、劣势、机会和威胁提出了安踏营销策略，再运用市场细分工具确定了安踏运动休闲鞋目标市场和定位，然后，作者选择营销组合中最具有代表性的产品策略、营销渠道策略、价格策略和促销策略四个方面进行了深入细致的研究，最后，总结安踏营销经验并对安踏营销策略发展提出了展望。 本文的研究成果，不但对于面临巨大市场机遇和挑战的安踏具有重要的实用价值，而且对于我国体育休闲用品企业具有较大的借鉴意义 关键词：营销策略，渠道，价格，促销 注：本设计（论文）题目来源于生产实际Abstract With the successful staging of the 2008 Olympic Games, recreational sports brands and national economy develops rapidly. A broader sports and leisure consumer market is now standing before the sporting product corporations. Nike, Adidas controls China’s high-end sporting product market steadily, and brands such as Li Ning, Peak and so on press harder and harder. But, to maintain a competitive edge in a complex compete, Anta must adjust retail marketing strategies based on the experienced learned before and the changes of the environment. This article seriously analyzed and discussed the related issues. First analyzes and summarizes the retail marketing environment and business situation of Anta, then use SWOT analysis, figure out Anta’s marketing strategy by combing the strengths, weaknesses, opportunities and threats that Anta is facing, and then determine the target market and position of Anta sport shoes by using market segmentation tools. Then, the writer chooses four most important sides to research, which is product strategy, marketing channel strategy, pricing strategies and promotional strategies. And at last, this article sums up the experience of Anta’s marketing and makes a prospect for the development of Anta’s marketing strategy. The results of this article not only have important practical values for Anta which