中国运动品牌总策略教材.pptxVIP

361? 中国运动新游戏361? The new game in China目标Objective 将361 o打造成中国领先的运动品牌 Establish 361 as the leading Chinese sports brand我们必须提出可以激动人心的独特自我观点We must develop our own point of view that is unique and motivating.我们做了哪些工作？What we’ve been doing研究学习我们的竞争对手 Studying the competition与（足球、篮球、棒球等）行业专家的对话 Speaking to experts (football, CBA, MBL, etc)Millward Brown提供的中国运动品牌市场调研报告 Millward Brown China Sports Brand Market Research 网络调研 Online research消费者深入探索 Xploring卖场考察 Shop survey 我们学习到了什么？What we’ve learned体育的现状Sports Today在中国玩体育不是件容易的事情。It’s not easy to play sports in China today.现实存在的问题Barriers to sports体育基础设施不足 Few facilities体育健身计划覆盖面不够 Few programs其它 etc.体育基础设施不足Few facilities国家体育总局主导的第五次全国体育场馆普查结果显示，我国体育场馆设施普遍存在短缺的现象。According to the 5th national sports facility research held by the GASC (General Administration of Sports China), sports facilities are generally lack in China.全国各类体育场馆有85万多个，平均每万人拥有体育场地6.58个，人均体育场地面积为1.03平方米。There are total more than 850000 sports facilities in China, average 6.58 facilities per 10k people and 1.03sqm per person.体育基础设施不足Few facilities其中，分布在校园的有549654个，占全国体育场地总数的67.7%；居住小区39477个，占4.86%。There are 549654 sports facilities in schools, which takes 67.7% of all facilities; yet 39477 facilities spread among compounds, which is only 4.86% of all.体育健身计划覆盖面不够Few programs 学校 School 尽管在学校放学后很多学生大多会自发参加各种体育锻炼，但大部分学校缺乏面向所有学生的体育培训规划，无法形成活跃的体育锻炼气氛。 Even though lots of students like to play sports after school, but because most schools don’t have programs for all the students, so you can’t feel the vibrant in the air.大多数学生课业繁重，作业量大。 home works are heavily loaded for most students学校对学习和体育之间的协调存在顾虑，缺乏积极性。 school worry about playing sports may interferer study, so there is no positivity 学校出于安全考虑，一般不鼓励学生课后在校滞留。 due to safety concern, school don’t usually encourage students stay in after school现存的培训计划通常只针对各项运动校队，这种校队的培训虽然免费，但可参加的学生屈指可数。 existing programs are often set for school teams, even they are free but only very small number of students get to join资料来源：中国青少年体育调