Kappa品牌陕西地区营销策略研究

发布时间：2018-02-28 15:00

本文关键词： Kappa品牌营销策略体育用品营销　出处：《西安理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的逐步深入,我国经济发展迅速,居民收入水平和生活水平日益提高,人们对生活方式的追求由温饱逐渐转向品质与健康,对体育用品的需求也不断扩大。居民需求的增长使得运动品牌在我国如雨后春笋般涌现出来并蓬勃发展。但是在全球经济不景气的影响下和网络店铺的冲击下,我国体育产品的市场销售模式发生了一系列变化,各品牌开始大规模关闭实体店铺,为了适应日新月异的市场环境,增强Kappa在陕西地区的品牌知名度,制定合理的市场营销策略意义重大。本文以Kappa品牌在陕西的营销策略为研究对象,在市场定位、市场营销组合等理论的基础上,对陕西Kappa的内部环境和外部环境进行分析,判断Kappa品牌在陕西地区的优势、劣势、机会和威胁,找出Kappa品牌在陕西地区营销中存在的问题,并从STP、产品、价格、渠道、促销等方面为陕西Kappa制定一套切实可行的营销组合策略,并进一步从组织、物资、人才和文化四个方面提出实施建议,以期能对陕西Kappa的发展起到促进作用。本文采用定性与定量相结合的方法,对陕西Kappa的营销现状进行了研究,进而提出了相应的策略,该策略不仅可以促进陕西Kappa市场竞争力的提高,还可以为其他体育品牌的营销管理和营销策略制定提供参考和借鉴。
[Abstract]:With the deepening of the market economy, the economy of our country is developing rapidly, the income level and living standard of the residents are improving day by day, and people's pursuit of life style has gradually changed from food and clothing to quality and health. The demand for sporting goods is also expanding. With the growth of residents' demand, sports brands have sprung up and flourished in our country. But under the influence of the global economic downturn and the impact of online stores, A series of changes have taken place in the marketing mode of sports products in our country. In order to adapt to the ever-changing market environment and enhance the brand awareness of Kappa in Shaanxi region, each brand has begun to close its physical stores on a large scale. This paper takes the marketing strategy of Kappa brand in Shaanxi as the research object, analyzes the internal and external environment of Shaanxi Kappa on the basis of the theories of market orientation and marketing combination, etc. Determine the strengths, weaknesses, opportunities and threats of the Kappa brand in Shaanxi, find out the problems existing in the marketing of the Kappa brand in Shaanxi, and analyze the Kappa, products, prices and channels, Promotion and other aspects for Shaanxi Kappa to formulate a set of practical marketing mix strategy, and further from the organization, materials, talent and culture four aspects of the implementation of recommendations, In order to promote the development of Shaanxi Kappa, this paper uses qualitative and quantitative methods to study the current marketing situation of Shaanxi Kappa, and then puts forward the corresponding strategies. The strategy can not only promote the market competitiveness of Shaanxi Kappa, but also provide reference for the marketing management and marketing strategy formulation of other sports brands.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.86

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