匡威营销战略分析.pdfVIP

匡 威 企 业 战 略 管 理 分 析 班级：10 营本 2 姓名：孟晓旭 学院：商学院 学号：20100440250 目录 摘要:1908 年美国的摩尔-匡威于麻省春田市创办了篮球鞋的专业制造厂， CONVER ALL SATAR 就这样应运而生了。1917 年推出了 ALL START 帆布鞋，这双鞋 以其狂放不羁的设计，风靡全球以至于一炮而红。1923 年以具有运动天赋和口 才的篮球明星 CHVCK TAYLOR 的亲笔签名成为著名商标。 Converse 以其迷人的外表和创新环保的理念，在全球销量已经超过7 亿双， 这就意味着全世界 12%的人拥有过 Converse 鞋；意味着 3 个美国这么多的人穿 过 Converse 经典休闲鞋。匡威 All Star Chuck Taylor 是所有帆布休闲鞋的潮流 领导，All Star 一直采用码重密度最足、质地最佳的帆布，双边条，原生橡胶加 细网布，经久耐用，在推陈出新的同时强调自然材质和环保理念，被誉为鞋中的 “劳斯莱斯”。自 1992 年正式登陆中国大陆以来，Converse 这个永远的超级巨 星，正以进化论中蜕变的优势风靡整个中国。 关键词：匡威 、帆布鞋、 篮球鞋 、自由、流行、复古 Abstract :In 1908 the United States of America mole - converse in Springfield, Massachusetts founded the professional manufacturer of basketball shoes, CONVER ALL SATAR just emerge as the times require. The 1917 launch of the ALL START canvas shoes, this pair of shoes with its wild uninhibited, swept the world that fame. In 1923 to become the famous brand with the athleticism and eloquence basketball star CHVCK TAYLORs autograph. Converse with its fascinating appearance and the concept of innovation, environmental protection, has sold more than 700 million pairs in the whole world, which means that 12% of people around the world have Converse shoes; Means three of so many people in the United States through the Converse classic casual shoes. Converse All Star Chuck Taylor All canvas slip-ons leadership the tide, the All Star has been using code weight density, quality the best canvas, bilateral, native rubber and fine mesh cloth, durable, in innovation at the same time emphasizes the natural materials and environmental protection concept, is known as the Rolls-Royce of shoes. Officially landed in mainland China since 1992 and Converse the eternal superstar, is by evolution of metamorphosis is popular in the whole of China