安踏品牌产品娄底市场营销策略优化研究

发布时间：2018-03-25 08:18

本文选题：品牌　切入点：营销环境　出处：《湘潭大学》2015年硕士论文

【摘要】：随着社会经济发展和居民消费水平的提高,人们对健康身体和生活方式有了更高的追求,体育用品的需求日益增大,运动品牌产品成为人们运动休闲时常用的装备配置。2001年至2010年,我国体育运动品牌出现井喷式的发展,行业出现了发展的“黄金十年”。但随着阿迪达斯、耐克等国际品牌渠道下沉和国内品牌的竞争,运动品牌产品的市场环境变得复杂和严峻,我国体育用品行业的销售模式也发生了较大的变化。为了更好的适应巨变的市场环境,提升娄底安踏品牌的市场竞争力,制定合理的市场营销策略迫在眉睫。文章以娄底安踏品牌营销策略为研究对象,通过实地调研的方法对娄底安踏的品牌背景、库存和销售状况、盈利能力和人力资源状况进行了调研,运用PEST、SWOT分析法和案例分析法等分析工具对安踏品牌娄底市场营销环境进行了分析,研究发现其营销存在目标定位模糊、营销渠道过窄、促销手段单一的问题,其问题产生的主要原因为:门店管理不完善、行业竞争环境激烈、员工创新意识淡薄、营销环境变化过快。针对娄底安踏存在的问题和形成问题的原因,为其提出了市场营销策略的优化方案。方案建议娄底市场应以提高客户满意度、创造顾客长期忠诚、提高市场占有率为目标,以成本最小化、鼓励创新、互利共赢为原则,对娄底安踏营销策略进行优化,具体优化方案如下:结合消费者年龄与收入明确目标市场、采用会员积分制度丰富促销手段、借助互联网平台拓宽营销渠道、组建共赢的商业联盟。最后针具体的优化方案,提出了相应的保障措施:组织保障、物资保障和人才保障。研究立足于娄底安踏的长远发展,旨在满足各门店客户差异化的需求,提高娄底安踏的竞争能力。
[Abstract]:With the development of social economy and the improvement of residents' consumption level, people have a higher pursuit of healthy body and lifestyle, and the demand for sports goods is increasing day by day. Sports brand products have become the most commonly used equipment for people's sports and leisure. From 2001 to 2010, the sports brands in our country have been blowout, and the industry has seen a "golden decade" of development. But with Adidas, With the decline of international brands such as Nike and the competition of domestic brands, the market environment of sports brand products has become complex and severe, and the sales mode of sports goods industry in China has also undergone great changes. In order to better adapt to the changing market environment, It is urgent to improve the market competitiveness of Loudi Anta brand and formulate reasonable marketing strategy. This article takes Loudi Anta brand marketing strategy as the research object, through the method of field investigation to Loudi Anta brand background, The inventory and sales situation, profitability and human resource status are investigated. The marketing environment of Anta brand Loudi is analyzed by using PEST-SWOT analysis method and case analysis method. Marketing channel is too narrow, promotion means is single, the main reasons are: imperfect store management, fierce competition environment of the industry, weak sense of innovation of employees. The marketing environment is changing too fast. In view of the problems existing in Loudi Anta and the causes of the problems, the optimization scheme of marketing strategy is put forward for Loudi, which suggests that Loudi market should improve customer satisfaction and create long-term customer loyalty. To increase market share as the goal, to minimize costs, encourage innovation, win-win for the principle of Loudi Anta marketing strategy optimization, the specific optimization scheme is as follows: combined with consumer age and income clear target market, The member points system is used to enrich the promotion means, the Internet platform is used to broaden the marketing channels, and a win-win business alliance is formed. Finally, the concrete optimization scheme is put forward, and the corresponding safeguard measures are put forward: organization guarantee, Based on the long-term development of Loudi Anta, the purpose of this study is to meet the different needs of customers in various stores and to improve the competitiveness of Loudi Anta.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86

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