特步（中国）的营销策略.pdf

安徽工业大学工商学院 毕业设计（论文）说明书 特步（中国）的营销策略 摘要 随着我国加入世界贸易组织、北京奥运会的举行和第 16 届广州亚运会的 ┊ 承办，我国体育用品产业，迎来了所未有的机遇和挑战。特步品牌于 2001 年创 ┊ 立，目前为止也有 14 年的发展历史了，至于其如何从接外贸订单的小企业发展 ┊ 为现在的上市公司，特步的营销战略给国家、企业带来了多大的利润，其瞩目 ┊ ┊ 的发展历程以及其目前还存在哪些问题都是值得我们研究的课题。其作为营销 ┊ 的一个大范围的应用，其可行性、优缺点值得我们深入探讨。本文对于中国体 ┊ 育用品品牌管理的研究有着非常重要的现实意义。正是基于这种情况，本文以 ┊ ┊ 中国体育用品行业的新兴企业——特步为研究对象，利用营销战略的理论知识 ┊ 对特步独特的营销策略进行分析研究，通过详细介绍特步的发展状况，分析特 ┊ 步公司的营销战略的利弊得失，面临问题及风险，提出可行性的解决方案，为 ┊ ┊ 特步营销战略的发展提供了有益的探索。 装 ┊ With Chinas accession to the World Trade Organization, the Beijing ┊ ┊ Olympic Games to be held and hosted the 16th Asian Games in Guangzhou, Chinas ┊ sporting goods industry, ushered in unprecedented opportunities and ┊ challenges. Xtep brand founded in 2001, so far there are 14 years of 订 ┊ development history, as to how they from receipt of foreign orders for small ┊ business development as now a listed company, Xtep marketing strategy to the ┊ state, the enterprise has brought much profit, and its watched the development ┊ ┊ process as well as its problems still exist which are worthy of our study. 线 As marketing a wide range of applications, its feasibility, advantages and ┊ disadvantages should be studied. Paper for Chinese sports brand management ┊ research has a very important practical significance. It is based on this, ┊ ┊ this paper Chinese sporting goods industry emerging enterprises - special ┊ steps for the study, the use of marketing strategies theoretical knowledge ┊ Xtep unique marketing strategy analysis through detailed Xtep state of ┊ ┊ development, analysis Xtep pros and cons of marketing strategies, problems