国产运动鞋品牌营销对策研究
发布时间：2018-09-06 11:47
【摘要】： 采用文献资料法、比较分析法和模型分析法,以国产运动鞋生产经营企业的品牌意识和品牌营销策略为研究重点和主线,从国内运动鞋生产经营企业营销现状出发,通过和国际上著名的运动鞋品牌的对比来分析国产运动鞋品牌营销状况、成功经验、特征以及存在的问题,提出促进运动鞋品牌营销的对策和建议。 研究结果表明:国产运动鞋品牌目前尚处于起步阶段,国产运动鞋品牌和国际著名运动鞋品牌比较,差距和优势共存,优势是产业集群和区域品牌效应已成为企业的优势资源,劣势是品牌占有国际市场份额与产量不对称,国产运动鞋生产经营企业品牌发展仍存在很多问题,制定品牌战略不仅十分必要而且十分重要。企业应进一步强化品牌意识,应根据自身综合实力选择品牌营销策略,不仅要十分重视品牌宽度的推广,还要重视品牌深度的推广,突出品牌个性,培育品牌文化和形象,提升品牌竞争力。
[Abstract]:By using the method of documentation, comparative analysis and model analysis, this paper takes the brand awareness and brand marketing strategy of domestic sports shoes production and management enterprises as the research focus and main line, proceeds from the marketing status of domestic sports shoes production and management enterprises, and analyzes the brand marketing status of domestic sports shoes by comparing with famous international sports shoes brands. Situation, successful experience, characteristics and existing problems, put forward countermeasures and suggestions to promote the brand marketing of sports shoes.
The results show that the domestic sports shoes brand is still in its infancy, and the gap and advantages coexist between the domestic sports shoes brand and the international famous sports shoes brand. The advantage is the industrial cluster and the regional brand effect has become the enterprise's superior resources, the disadvantage is that the brand occupies the international market share and the output is asymmetric, and the domestic sports shoes are born. There are still many problems in the brand development of production and management enterprises, so it is not only necessary but also very important to formulate brand strategy. Enterprises should further strengthen brand awareness, choose brand marketing strategy according to their own comprehensive strength, not only attach great importance to the promotion of brand width, but also attach importance to the promotion of brand depth, highlight brand personality and cultivate products. Brand culture and image enhance brand competitiveness.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.86
[Abstract]:By using the method of documentation, comparative analysis and model analysis, this paper takes the brand awareness and brand marketing strategy of domestic sports shoes production and management enterprises as the research focus and main line, proceeds from the marketing status of domestic sports shoes production and management enterprises, and analyzes the brand marketing status of domestic sports shoes by comparing with famous international sports shoes brands. Situation, successful experience, characteristics and existing problems, put forward countermeasures and suggestions to promote the brand marketing of sports shoes.
The results show that the domestic sports shoes brand is still in its infancy, and the gap and advantages coexist between the domestic sports shoes brand and the international famous sports shoes brand. The advantage is the industrial cluster and the regional brand effect has become the enterprise's superior resources, the disadvantage is that the brand occupies the international market share and the output is asymmetric, and the domestic sports shoes are born. There are still many problems in the brand development of production and management enterprises, so it is not only necessary but also very important to formulate brand strategy. Enterprises should further strengthen brand awareness, choose brand marketing strategy according to their own comprehensive strength, not only attach great importance to the promotion of brand width, but also attach importance to the promotion of brand depth, highlight brand personality and cultivate products. Brand culture and image enhance brand competitiveness.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.86
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