参考安踏运动休闲系列产品营销策略研究.docVIP

摘 要 安踏主要从事运动休闲系列产品(运动鞋、运动服、休闲运动鞋、休闲运动服为主)的生产和销售，目前该系列产品在市场营销方面遇到一些问题。随着运动休闲产品市场竞争的日益白热化，为了解决安踏在营销方面的迷茫，找准安踏的发展方向，只有突破以往营销模式的思维定势，重新认识现代竞争的实质，确立基于整体竞争的营销观念。 本文以安踏运动休闲系列产品作为研究对象，通过对公司所处的宏观环境、行业环境、消费者和竞争者的分析，了解运动休闲行业竞争结构和行业未来趋向，以及消费者消费动机、消费行为和群体特征。同时对安踏的营销现状进行了分析，找出营销方面的薄弱环节，研究了安踏的机会、威胁、优势和劣势，针对性地提出安踏的营销对策，包括基于顾客需求的产品策略、成本价格策略、整合营销传播策略、渠道便利策略，以期对安踏的营销改进能有所裨益。 关键词：运动休闲；代理商；渠道；市场；消费者 . Abstract ANTA Sports primarily manufactures and markets sportswear, including sports footwear, apparel a products for professionals and the general public ANTA brand, but this series of product against some questions in Marketing at present. The competition in the market of athletics leisure product is more and more fierce, to solve the confusedness in Marketing and accurately find the development, ANTA must break the pattern of thought in former Marketing, know the essence of modern competition, establish the marketing idea based on the whole competition. This thesis studies on the ANTA Group. It analyzes the macro-environment, industrial environment, customer and competitors, and grasps the competition structure and the trend of the athletics leisure trade, customers’ intention, customers’ behaviors and group characters. It also analyzes the internal conditions of ANTA and finds the shortcomings of business and the major competitors, it concludes the strengths and weaknesses of ANTA has, and the opportunities and threats that it faces. This thesis also discusses and designs the marketing strategies with emphasis. It delivers the marketing tactics, such as product tactics based on customers’ wants and needs, cost and price tactics, Integrated Marketing Communications，channel tactics , aiming to do good to the mating of ANTA. Keywords: Athletics leisure; Business agent; Channel; Marketing; Customers 目 录 引 言 1 1 安踏公司简介 2 2 营销环境分析 4 2.1 宏观环境因素的影响 4 2.2 运动休闲产品行业环境分析 5 2.2.1 运动休闲行业特点 6 2.2.2 运动休闲行业发展趋势 6 2.2.3 运动休闲产品消费者调查分析 7 2.3 安踏产品分析 9 2.4 安踏消费者分析 10 2.5 安踏竞争者分析 11 2.5.1 安踏面临的总体竞