安踏体育营销策略分析（英文英语版本）.docVIP

PAGE PAGE 19 安踏体育营销策略分析 摘要：随着生活水平的不断进步与发展，人们越来越注重健康以及对身体的锻炼，体育用品行业也由此取得了长足的发展，然而在很长一段时间体育行业都被国外诸如耐克和阿迪达斯这样实力雄厚的企业所垄断，但令人欣喜的是，近几年，中国本土体育品牌开始井喷式的崛起，安踏便是其中的一员。 本文首先对安踏的发展历史进行叙述，讲述其大致的发展历程，随后对其所运用的营销策略进行归纳总结，探究其在营销策略上值得学习的地方，从品牌代言人选择，价格定位和产品策略三方面入手对其营销策略进行深入浅出的探讨。最后，通过安踏的成功给予国内运动品牌一些发展的建议，让其认识到品牌代言人选择，价格策略以及最终回归产品本身的重要性。 通过本文的写作，笔者表达了对安踏体育近几年一系列运营的赞赏，也希望通过此文来让更多的消费者认识体育用品行业。 关键词：品牌代言人；安踏体育；营销策略 Marketing Strategies of ANTA Sports Introduction As the standard of living gets higher and higher, people start putting their attention on how to keep health. Sports brands get a great development in this favorable environment. Many famous brands such as NIKE and Adidas even became the faith of many young people. According to CFW.com, NIKE earned nearly 5 billion dollars in China market, and made 8% progress in the whole world market in 2018. For Adidas, which is regarded as NIKE’s biggest competitor, the operating revenue’s growth rate is 15.6%, still a strong performance in this intensely competitive marketplace.1 Considering the congenital advantages of those brands, this phenomenon is reasonable. But in recent years, a Chinese brand, which is called ANTA, seems want to carve up this big cake, and beyond expectation, it made a great success. In 2017, its market value hit one hundred billion HKD and became the third largest sports brand all over the world. Behind this great achievement, ANTA has paid much hardship and construct their own marketing strategies. ANTA is clever on spokesman choice. Its contracts not only wins famous NBA stars’ heart such as Klay Thompson, Kevin Garnett and Rajon Radon, but also improves its popularity. At the same time, this popularity pushes it to continuously improve product quality, which helps it grow into the leading enterprise in Chinese sports industry. In publicity aspect, its abundant activities facilitate its cooperation with enterprises in different areas, and make its poster and slogan widely known. As for the product