特莱米雅服装品牌发展战略研究
发布时间：2019-01-23 17:34
【摘要】： 随着我国改革开放的不断深入,我国体育休闲类服装行业的竞争也日趋激烈,特莱米雅是一个利用鲁能足球品牌、球员形象等颇具商业价值的社会资源而开发的体育休闲服装品牌。特莱米雅服装公司是一个具有一定规模的,集体育服装设计、制造和销售为一体的体育休闲类服装公司。随着公司的不断成长和壮大,再创造了良好业绩的同时也存在着一些不足之处,本研究对特莱米雅公司及该品牌进行了介绍,对我国宏观经济环境以及服装市场内部环境分析,证实该产品的发展潜力。并运用产品市场定位、SWOT分析、品牌延伸及保护等多种市场营销理论对同行业品牌以及特莱米雅服装产品的现状和发展策略做详细分析,对本品牌的发展做出整体性战略研究,为其立足于山东电力内部市场、立足于鲁能泰山的忠实球迷、面向全国市场、服务于鲁能足球,也为足球商业化运作闯出一条新路做好铺垫。
[Abstract]:With the deepening of China's reform and opening up, the competition in the sports and leisure clothing industry in China is becoming increasingly fierce. Tremiya is a football brand using Luneng. Player image and other commercial value of social resources and the development of sports leisure clothing brand. Telemia Garment Co., Ltd. is a certain scale of sports apparel design, manufacturing and sales as one of the sports leisure clothing company. With the continuous growth and expansion of the company, there are also some shortcomings while creating good performance. This study introduces the company and its brand, and analyzes the macroeconomic environment and the internal environment of the clothing market in China. Confirm the development potential of this product. And the use of product market positioning, SWOT analysis, brand extension and protection of a variety of marketing theories to the same industry brands and Termiya clothing products status and development strategy to make a comprehensive strategic study of the development of the brand. For its foothold in Shandong electric power internal market, based on Luneng Taishan faithful fans, facing the national market, serving Luneng football, and also for the commercial operation of football to break a new road to do a good job.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86
本文编号：2414051
[Abstract]:With the deepening of China's reform and opening up, the competition in the sports and leisure clothing industry in China is becoming increasingly fierce. Tremiya is a football brand using Luneng. Player image and other commercial value of social resources and the development of sports leisure clothing brand. Telemia Garment Co., Ltd. is a certain scale of sports apparel design, manufacturing and sales as one of the sports leisure clothing company. With the continuous growth and expansion of the company, there are also some shortcomings while creating good performance. This study introduces the company and its brand, and analyzes the macroeconomic environment and the internal environment of the clothing market in China. Confirm the development potential of this product. And the use of product market positioning, SWOT analysis, brand extension and protection of a variety of marketing theories to the same industry brands and Termiya clothing products status and development strategy to make a comprehensive strategic study of the development of the brand. For its foothold in Shandong electric power internal market, based on Luneng Taishan faithful fans, facing the national market, serving Luneng football, and also for the commercial operation of football to break a new road to do a good job.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86
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，本文编号：2414051
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