阿迪达斯童装中国市场营销战略分析【原创精品】---市场营销.docVIP

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 阿迪达斯童装中国市场营销战略分析 王磊 南京理工大学 管理学院 摘 要 在本文中以中国地区阿迪达斯童装的市场营销战略为研究对象。首先说明研究背景、内容、意义和相关理论综述，通过研究的理论背景,了解理论和中国儿童市场营销的特点。通过运用实例分析,通过对阿迪达斯童装在中国地区的营销战略分析,并根据其问题提出建议。在中国地区16岁以下的儿童人数为3.9个亿，是全国总人口的四分之一。在这3.9个亿的儿童中，百分之三十四均为独生子女，因而家长们对孩子投入的资金所占家庭支出比例也较大，所以中国的高端童装市场的消费潜力是非常大的。但中国相关的研究儿童的消费观念尚未成熟，此外，就中国服装品牌童装的市场份额来看，大部分的童装都是低价的品牌。通过国内外专家对中国童装市场的调查表明，儿童相对于成人在产品的生产和销售上的要求不尽相同。中国的童装市场上的目标消费者有两种;一个是孩子自己，另一个即父母的购买决策过程。那么针对不同的“目标消费者”，在进行市场营销的过程中应选择不同的营销策略。高档童装销售额在中国市场具有大幅增长的潜力，阿迪达斯童装想要提高在中国市场所占有的市场份额，对中国童装市场进行全面的的营销战略分析是非常必要的。 关键词：童装市场；消费者；竞争者；战略分析  Analysis of the strategic China Adidas childrens garments market Abstract In this paper, to Chinas high-end childrens clothing brand marketing strategy for the study. First, a brief description of the background, significance and research methods, theoretical background research to understand the theory and Chinese childrens wear market, childrens marketing features. Through the use of case studies, by Adidas Kids Marketing Strategy in China and make recommendations based on their problems. In China, the population of children under the age of 16 has reached 390 million, accounting for a quarter of the Chinese population. Among them, 34% of the child population is only one child, the parents of the children are very loved, the child is also very much money invested, the consumption potential of Chinas high-end childrens clothing market is very large. But China-related consumer attitudes in children is not yet mature, in addition, on Chinas clothing brand childrens clothing market share, most of the children are low-priced brands. Studies found that children with respect to the female or male, in the production and marketing of products have different requirements. In the childrens wear market, there are two types of target consumers; one is the children themselves, and the other is in indirect consumer decision-making process that parents buy. Thus, according to the psychological characteristic