国潮背景下我国运动品牌高端化策略研究——以鸿星尔克为例.docxVIP

国潮背景下我国运动品牌高端化策略研究——以鸿星尔克为例

摘要

在全球化浪潮与“国潮”文化兴起的双重背景下，我国运动品牌面临着前所未有的发展机遇与挑战。本研究聚焦于鸿星尔克这一国内知名运动品牌，深入探讨了其在国潮背景下实施的高端化策略及其成效。研究指出，鸿星尔克通过加强品牌文化建设，挖掘传统文化元素与现代设计的结合点，显著提升了品牌形象和市场竞争力。同时，鸿星尔克还注重产品设计和研发能力的提升，推出了一系列高品质、符合消费者需求的产品，进一步增强了品牌的市场地位。在市场推广方面，鸿星尔克利用社交媒体平台和体育赛事赞助等手段，精准定位年轻消费群体，实现了品牌知名度和美誉度的双重提升。此外，鸿星尔克还通过优化客户服务体验和加强供应链管理，巩固了消费者的品牌忠诚度。通过对鸿星尔克高端化策略实施过程的详细剖析和效果评估，本研究发现，这些策略有效促进了鸿星尔克品牌价值和市场地位的双重提升，为国产运动品牌的高端化发展提供了有益的借鉴和启示。

关键词：国潮文化；运动品牌高端化；鸿星尔克；品牌文化建设；市场策略

ABSTRACT

UnderthedualbackgroundofglobalizationandtheriseofChina-Chicculture,Chinassportsbrandsarefacingunprecedentedopportunitiesandchallengesfordevelopment.ThisresearchfocusesonHongxingErke,awell-knownsportsbrandinChina,anddeeplydiscussesitshigh-endstrategyanditseffectivenessinthecontextofChina-Chic.ResearchhasshownthatHongxingErkehassignificantlyenhanceditsbrandimageandmarketcompetitivenessbystrengtheningitsbrandcultureconstructionandexploringtheintegrationoftraditionalculturalelementswithmoderndesign.Atthesametime,HongxingErkealsofocusesonimprovingitsproductdesignandresearchanddevelopmentcapabilities,launchingaseriesofhigh-qualityproductsthatmeetconsumerneeds,furtherenhancingthebrandsmarketposition.Intermsofmarketpromotion,HongxingErkeutilizessocialmediaplatformsandsportseventsponsorshiptoaccuratelytargetyoungconsumergroups,achievingadualenhancementofbrandawarenessandreputation.Inaddition,HongxingErkehasconsolidatedconsumerbrandloyaltybyoptimizingcustomerserviceexperienceandstrengtheningsupplychainmanagement.ThroughadetailedanalysisandevaluationoftheimplementationprocessofHongxingErkeshigh-endstrategy,thisstudyfoundthatthesestrategieseffectivelypromotedthedualenhancementofHongxingErkesbrandvalueandmarketposition,providingusefulreferenceandinspirationforthehigh-enddevelopmentofdomesticsportsbrands.

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