JM服装公司Q运动品牌营销策略研究
发布时间：2018-11-23 17:01
【摘要】：中国体育服装市场竞争激烈,国际体育用品品牌公司与数量众多的本土品牌公司都参与其中。国际体育品牌中有耐克、阿迪达斯、美津浓、锐步等；本土体育品牌中有李宁、安踏、匹克、特步等,还有许多不知名生产企业生产的产品。JM服装公司Q运动品牌,相对于国际一线强势体育服装品牌公司耐克和阿迪达斯而言,无论是在资金、资源层面还是技术层面上,都无法与之正面抗衡。强势体育服装品牌公司的塑造是中国体育服装行业发展的迫切需求。因此,对JM公司的竞争战略进行相关研究,不仅对于JM公司的生存、发展和壮大具有重要作用和意义,而且对对整体处于劣势地位的中国本土体育服装品牌乃至整个中国服装行业的生存、发展和壮大都具有重要借鉴和指导意义。 本文利用客观真实的市场数据、科学的研究方法、以营销理论为依据对JM公司的Q运动品牌策略及市场营销策略进行论证,为企业品牌发展之路提出有利的理论参考。
[Abstract]:China sports clothing market competition is fierce, international sports goods brand companies and a large number of local brands are involved. International sports brands include Nike, Adidas, Mizinung, Reebok, etc. Among the local sports brands are Li Ning, Anta, Peak, Teub, and many other products produced by unknown manufacturers. Compared with Nike and Adidas, the Q sports brand of JM apparel company, compared with Nike and Adidas, No matter in the capital, the resource level or the technical level, can not compete with it positively. The molding of strong sports clothing brand company is the urgent need of the development of Chinese sports clothing industry. Therefore, the research on the competitive strategy of JM Company is not only important for the survival, development and growth of JM Company, but also has an important role and significance for the survival, development and growth of JM Company. Moreover, it is of great significance for the survival, development and expansion of the whole Chinese local sports clothing brand and even the whole Chinese clothing industry. Based on the objective and real market data and scientific research methods, this paper demonstrates the Q sports brand strategy and marketing strategy of JM Company based on marketing theory, and provides a favorable theoretical reference for the development of enterprise brand.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86
本文编号：2352162
[Abstract]:China sports clothing market competition is fierce, international sports goods brand companies and a large number of local brands are involved. International sports brands include Nike, Adidas, Mizinung, Reebok, etc. Among the local sports brands are Li Ning, Anta, Peak, Teub, and many other products produced by unknown manufacturers. Compared with Nike and Adidas, the Q sports brand of JM apparel company, compared with Nike and Adidas, No matter in the capital, the resource level or the technical level, can not compete with it positively. The molding of strong sports clothing brand company is the urgent need of the development of Chinese sports clothing industry. Therefore, the research on the competitive strategy of JM Company is not only important for the survival, development and growth of JM Company, but also has an important role and significance for the survival, development and growth of JM Company. Moreover, it is of great significance for the survival, development and expansion of the whole Chinese local sports clothing brand and even the whole Chinese clothing industry. Based on the objective and real market data and scientific research methods, this paper demonstrates the Q sports brand strategy and marketing strategy of JM Company based on marketing theory, and provides a favorable theoretical reference for the development of enterprise brand.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86
【引证文献】
相关硕士学位论文 前1条
1 刘景锦;A公司服装营销策略优化研究[D];华东理工大学;2016年
，本文编号：2352162
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