移动互联网背景下安踏体育运动服饰的营销策略研究

发布时间：2018-04-14 10:11

本文选题：移动互联网 + 体育　；参考：《福建师范大学》2016年硕士论文

【摘要】：近年来,我国体育运动用品企业的发展速度放缓,除专业运动器材外,运动服饰属于“纺织服装、服饰业”的分类,在体育用品行业中属于技术含量最低、替代性最强的产品,受到的冲击首当其冲。随着全球化程度加深与电子商务的兴起,消费者需求日趋多样化、品味日益提升,体育用品行业中的纺织服装类企业面临越来越严峻的竞争形势,新兴并告诉壮大的移动互联网及在国内大量生产的移动终端迅猛发展,对纺织服装行业腾笼换鸟转型升级起到了革新性的突破效用。本文以安踏体育用品有限公司的“运动服饰”分类为研究对象,采取定性分析与定量分析法与文献分析法,对营销理论与应用、电子商务与移动互联网发展、当前体育运动服饰企业的营销环境及大规模使用的网络营销方法、安踏体育用品有限公司的成长过程与现阶段营销策略的主要特征与存在问题、企业在同行与全社会中的影响力与行业地位等作出论述,分析了国际领军运动品牌厂商在移动互联网方面发展的成功经验,并提出了可供安踏体育用品有限公司提升发展的意见建议。
[Abstract]:In recent years, the development rate of sports goods enterprises in China has slowed down. Besides professional sports equipment, sports apparel belongs to the category of "textile, clothing and clothing industry", and it belongs to the lowest technology content and the strongest substitute product in the sports goods industry.The shock was the first to bear the brunt.With the deepening of globalization and the rise of electronic commerce, consumer demand is becoming more and more diversified, taste is improving day by day, and textile and clothing enterprises in sports goods industry are facing more and more severe competition situation.The emerging and growing mobile Internet and the rapid development of mass production of mobile terminals in China have made a revolutionary breakthrough in the transformation and upgrading of the textile and clothing industry.This paper takes the classification of sports apparel of Anta Sports goods Co., Ltd. as the research object, adopts qualitative analysis and quantitative analysis and literature analysis, analyzes the marketing theory and application, the development of electronic commerce and mobile Internet.The current marketing environment of sports apparel enterprises and the network marketing methods used on a large scale, the growth process of Anta Sports goods Co., Ltd., and the main characteristics and existing problems of the current marketing strategy,The influence and position of the enterprise in the same trade and the whole society are discussed, and the successful experiences of the international leading sports brand manufacturers in the development of the mobile Internet are analyzed.And put forward for Anta Sports goods Co., Ltd. to promote the development of suggestions.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.86

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