2839.A 安踏集团连锁经营品牌化的策略 本科毕业的设计.docVIP

本科毕业设计（论文） 安踏集团连锁经营品牌化策略 学 院 经济管理学院 专 业 工商管理 年级班别 学 号 学生姓名 指导教师 年 月 日 摘 要 从明星代言到赛事赞助到转播赞助，安踏的营销历程正是中国体育用品行业近20年来发展的缩影。前有高不可攀的国际大牌，后有不断模仿的小兄弟，安踏走过的路或许可以给中国体育品牌未来要走的路带来一些启示。The marketing history of Anta Group, from superstar prolocutor to sports games’ supporter and then rebroadcast supporter, is the short view of the Chinese sports appliance industry in the past 20years. Working hard among the strong international famous brands and developing new brands just famous for their copying technology, Anta Group’s development perhaps can give some ideas to the Chinese sports Brands how to do in the future. This paper will focus on describing Anta Group’s chain marketing strategy, declaring that branding marketing strategy is the necessary way to be a strong and out-standing enterprise nowadays. Firstly, this paper analyses the writer’s target, content and the method as a whole. It states the sense and the importance of branding marketing strategy. Secondly, in order to state the methods which Anta Group’s branding strategy goes to success, this paper makes a specific analysis by Marketing Strategy 4PS Method on the market research, market orientation, market subdivision and market selection of Anta Group. Thirdly, this paper tells us how’s to turn the a successful marketing management by describing the frustration Anta Group facts during their growing up, as well as the meaning which branding management gives to the marketing. In the end, this paper sum up the experience of the Anta Group’s management. And with the writer’s opinion, it states some measurements how’s to improve the branding management. Keywords: Brand marketing, Anta Group, Management 目 录 摘要............................................................................... ................................................1 1 绪论................................................................................