阿迪达斯营销方案.docxVIP

阿迪达斯营销方案

目录

一、内容概览................................................3

1.1背景介绍.............................................3

1.2研究目的与意义.......................................4

1.3研究方法与数据来源...................................5

二、阿迪达斯品牌概述........................................6

2.1品牌历史与发展.......................................7

2.2品牌定位与形象.......................................8

2.3品牌价值与理念.......................................9

三、阿迪达斯营销策略分析...................................11

3.1产品策略............................................12

3.1.1产品组合........................................13

3.1.2新产品开发......................................14

3.1.3产品定价........................................15

3.2价格策略............................................17

3.2.1定价方法........................................17

3.2.2价格调整策略....................................19

3.3渠道策略............................................20

3.3.1分销渠道类型....................................21

3.3.2物流与供应链管理................................22

3.4促销策略............................................24

3.4.1广告宣传........................................25

3.4.2销售促进........................................26

3.4.3公共关系........................................28

四、阿迪达斯营销执行与效果评估.............................28

4.1营销计划与执行步骤..................................30

4.2营销团队组织与建设..................................31

4.3营销预算与资源分配..................................32

4.4营销效果评估指标....................................34

4.5营销案例分析与反思..................................36

五、阿迪达斯营销创新与发展趋势.............................37

5.1数字化营销..........................................38

5.2社交媒体营销........................................39

5.3绿色环保营销........................................40

5.4消费者体验营销......................................41

5.5未来发展趋势预测与挑战应对..........................42

六、结论与建议.............................................43

6.1研究结论总结..........................