毕业论文安踏品牌营销研究.docVIP

摘 要 我国是一个有着十三亿人口的大国，也是个体育大国。2008年北京奥运会为中国体育产业的全面腾飞提供了百年难遇的发展机遇，中国体育产业呈现出一派生机勃勃的繁荣景象，充分显示了巨大的体育市场在中国所拥有的难以估量的潜力。我国的国民经济在过去的三十年中取得了突飞猛进的增长，改革开放的成就为世人所瞩目。随着我国人民群众生活水平的提高和体育消费意识的增强，中国的体育市场将大有作为。面对国内外体育用品市场的极大需求，我国体育用品生产企业的现状却不容乐观，最大的问题和不足就是缺乏强势品牌。只有建立起强大的品牌优势，把品牌优势真正转化为提升企业竞争力的助推力，才能抓住世界体育产业蓬勃发展的良好契机，占领更多的市场份额。 本文以中国体育用品行业的领军者——安踏公司为研究对象，根据企业战略管理、品牌学、市场营销学等课程中的相关知识对于中国体育用品行业目前最为关键的环节——品牌营销进行了策略分析研究。在第二部分先对安踏公司的产品、营销渠道、所处的行业环境和主要的竞争对手做了一个总体的介绍，并集中介绍了安踏公司所采取的品牌营销策略；接着运用SWOT分析对安踏公司的优势、劣势、机会和威胁做了详细的分析；总结出安踏品牌营销的成功经验，最后再对安踏公司在品牌发展中遇到的一些问题提出建议和对策。关键词：品牌，市场，策略 Abstract China is a large country with 1.3 billion population and also a sporting nation. 2008 Beijing Olympic Games provides a good opportunity for the comprehensive development of Chinas sports industry.Chinas sports industry has witnessed a vibrant prosperity, which fully demonstrates the great sports market in China have immeasurable potential. Chinas national economy over the past three decades has achieved rapid growth and the achievements of Reform and Opening up policy have attracted worldwide attention. Along with the improvement of peoples living standards and enhanced awareness of sports consumption, Chinas sports market would accomplish much. Face to the strong demand of domestic and international sporting goods market, the situation of Chinas sports goods manufacturers is not optimistic.The biggest problems and shortcomings is the lack of a strong brand. Only by establishing a strong brand and really transforming the brand advantage into the propellant force of enhancing the competitiveness of enterprises ,can the enterprises seize the good opportunity of worlds thriving sports industry and occupy more market share In this paper, a leader in sporting goods industry in China - Anta Company is for the study. According to the relevant knowledge of Corporate Strategy Management,Brand Marketing and Marketing,I analyzed and studied currently the most critical part of Chinas sports industry-B