论匹克的品牌营销变革

发布时间：2018-03-11 12:47

本文选题：体育产业　切入点：品牌　出处：《武汉工程大学》2015年硕士论文　论文类型：学位论文

【摘要】：20世纪六十年代以来,体育产业进入现代化产业阵营,从那时起,体育产业也以不可替代的身份成为社会经济活动中不可缺少的一部分。目前,在欧美等发达国家,体育产业已经拥有繁荣的发展局面。近年来,以《国务院办公厅关于加快发展体育产业的指导意见》为代表的一系列国家政策性指导意见频繁出台,对于体育产业发展利好的政策一一发布,我国体育产业发展收获了难得的机遇,也迎来了全新的局面。伴随我国产业结构调整和升级,体育产业对社会经济发展的推动力量不容小觑。在现代市场竞争中,企业品牌的竞争变得越来越重要。优质的品牌在消费者中拥有较高的知名度和美誉度,同时易于培养忠实的消费者,企业能够减少营销成本获稳定利润来源。来自福建晋江的体育品牌匹克体育,拥有二十余年的发展历史,在中国体育用品行业中独树一帜,率先提出了“创国际品牌”的宏伟目标。事实也证明,匹克独特的发展轨迹,取得了瞩目的成就,与同行业相比,在品牌形象打造的事业中,匹克应该算得上一个典范。针对其研究成果,在品牌营销与企业发展层面,将对整个行业的发展提供重要的借鉴与指导。首先,本文梳理了品牌营销相关理论以及国内外研究现状,包括体育用品行业发展趋势、匹克体育的竞争对手发展特点,提出了“体育用品行业2.0时代”概念。阐述了品牌在企业发展、提升自身竞争力中的重要性,并指出在企业发展中,与时俱进的品牌营销战略是提升企业竞争力的重要手段。其次,分析了匹克品牌营销现状,提出了匹克体育品牌营销变革的动因在于行业发展2.0时代带来的挑战,竞争对手对有限营销资源的掠夺,以及消费者触媒习惯的改变与品牌互动方式的变革。匹克体育想要在全新的行业背景下提升企业实力并缩小与竞争对手的差距,不能陷入盲目的高成本品牌营销资源竞争,而必须专注品牌核心特质,关注消费者对品牌的情感喜好,采用有效的营销手段提升品牌知名度、美誉度。最后,本论文主要采用文献分析法、比较分析法等对匹克体育品牌营销问题进行了深入研究和分析。研究了匹克体育的发展机遇以及品牌营销策略,指出匹克体育要实现企业经济效益的提升以及打造知名国际品牌的目标,需要加强品牌差异化形成竞争优势,同时实行精准化、个性化、线上线下传播结合的品牌营销策略。
[Abstract]:Since 1960s, the sports industry has entered the modern industrial camp. Since then, the sports industry has also become an indispensable part of social and economic activities in an irreplaceable capacity. At present, in developed countries such as Europe and the United States, In recent years, a series of national policy guidance opinions, represented by the guidance opinion of the General Office of the State Council on speeding up the development of the sports industry, have been issued frequently. With the publication of favorable policies for the development of the sports industry, the development of the sports industry in our country has gained a rare opportunity and ushered in a new situation. With the adjustment and upgrading of the industrial structure of our country, In the modern market competition, the competition of enterprise brand becomes more and more important. High quality brands have a high reputation and reputation among consumers. At the same time, it is easy to cultivate loyal consumers, enterprises can reduce marketing costs to obtain a stable source of profits. Pick Sports, a sports brand from Jinjiang, Fujian Province, has a history of more than 20 years and is unique in the sports goods industry in China. First put forward the grand goal of "creating an international brand". Facts have also proved that peak's unique development track has made remarkable achievements, compared with the same industry, in the cause of brand image building, Peak should be a model. In view of its research results, brand marketing and enterprise development will provide an important reference and guidance for the development of the whole industry. First of all, This article combs the brand marketing related theory as well as the domestic and foreign research present situation, including the sports goods industry development tendency, the peak sports competitor development characteristic, This paper puts forward the concept of "sports goods industry 2.0 times", expounds the importance of brand in the development of enterprises and promotes their own competitiveness, and points out that in the development of enterprises, Brand marketing strategy with the times is an important means to enhance the competitiveness of enterprises. Secondly, the paper analyzes the current situation of peak brand marketing, and points out that the motivation of the sports brand marketing reform lies in the challenges brought by the 2.0 era of industry development. Competitors' plundering of limited marketing resources, as well as changes in consumer catalyst habits and brand interactions. We should not be caught in blind competition of high cost brand marketing resources, but must focus on the core characteristics of the brand, pay attention to the consumer's emotional preference for the brand, and use effective marketing methods to enhance the popularity and reputation of the brand. Finally, This paper mainly uses the literature analysis method, the comparative analysis method and so on, has carried on the thorough research and the analysis to the peak sports brand marketing question, has studied the development opportunity and the brand marketing strategy of the peak sports, It is pointed out that in order to realize the promotion of enterprise economic benefit and the goal of building famous international brand, Peak Sports needs to strengthen brand differentiation to form competitive advantage, at the same time, to carry out the brand marketing strategy of precision, individuation, and the combination of online and offline communication.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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