安踏童装营销策略分析

发布时间：2018-06-13 21:22

本文选题：市场定位 + 安踏童装　；参考：《厦门大学》2013年硕士论文

【摘要】：伴随第四次生育高峰的到来,新生儿童数量迅速增长,使得童装市场具有巨大潜力。同时基于儿童生长发育和日常运动的需要,运动童装的宽松舒适性和功能性可以很好的满足儿童此类需求,因此运动童装具有广泛的消费群体。基于这样的市场机遇,许多运动品牌公司纷纷涉足童装市场,相比国际童装运动品牌的成熟运作和较好的品牌知名度,国内运动品牌经营童装面临着巨大挑战,原来的传统粗放式经营已经不能适应未来市场发展的需要,如何运用营销策略更加精细化的满足消费者需求,是需要深入思考的问题。本文选取最早进入童装领域的运动品牌公司安踏童装作为研究对象,通过理论分析和方法为安踏童装制定营销策略。全文首先概述安踏童装发展历史,描述童装行业整体环境,从宏观环境到行业环境,从现状到未来趋势,对于安踏童装发展的外部环境进行一定分析。然后开展童装消费者调研,运用SPSS系统分析调研问卷,结合市场细分分析,提出安踏童装发展的目标市场和市场定位。最后,运用4Cs营销理论为安踏童装发展制定相应的营销策略,4Cs营销理论的核心是把握消费者的多方位需求,从客户需求、客户沟通、客户便利、客户成本四个方面提出具体可执行的营销措施。
[Abstract]:With the arrival of the fourth baby peak, the number of newborn children is growing rapidly, which makes the children's clothing market have great potential. At the same time, based on the needs of children's growth and development and daily exercise, the relaxed comfort and function of sports children's clothing can well meet the needs of children, so sports children's clothing has a wide range of consumer groups. Based on this market opportunity, many sports brand companies have set foot in children's wear market, compared with the mature operation of international children's wear brand and better brand popularity, domestic sports brand management children's wear is facing a huge challenge. The original traditional extensive operation has been unable to meet the needs of the future market development, how to use marketing strategies to meet the needs of consumers more meticulously, is the need to think deeply. This paper selects Anta children's wear, which is the earliest sports brand company, as the research object, and formulates the marketing strategy for Anta children's wear through theoretical analysis and method. This paper first summarizes the development history of children's wear in Anta, describes the overall environment of the children's wear industry, from the macro environment to the industry environment, from the current situation to the future trend, and analyzes the external environment of the children's wear development in Anta. Then we carry out the children's clothing consumer research, use SPSS system to analyze the questionnaire, combine the market segmentation analysis, put forward the target market and market orientation of Anta children's clothing development. Finally, using the 4Cs marketing theory to formulate the corresponding marketing strategy for the development of Anta children's wear. The core of the 4Cs marketing theory is to grasp the multi-directional needs of consumers, from customer needs, customer communication, customer convenience, Four aspects of customer cost to put forward specific implementable marketing measures.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

【参考文献】