NK公司中国市场营销策略优化研究

发布时间：2018-05-07 14:28

本文选题：中国体育用品市场 + NK公司　；参考：《浙江工业大学》2014年硕士论文

【摘要】：近年来,随着社会经济的发展和人们生活水平的提高,闲暇时间的增多与对健康的越发重视,广大人民群众对体育产业的需求日益增长,投入到体育活动中的时间越来越多,体育消费市场不断发展,体育用品市场也随之扩大,体育用品产业初具规模并逐步完善。与此同时,以NK和阿迪达斯为首的国际知名品牌开始进入并逐步拓展我国体育用品市场份额,而以李宁和安踏为代表的国内品牌以其本土优势长期占据了国内中低端市场,如此便形成了以国内民族品牌对抗国际品牌的体育用品市场竞争。因此,如何在竞争激烈的环境中审时度势、制定和实施有效的营销策略是企业在同行业竞争者脱颖而出的关键。鉴于此,本文探讨了运动品牌在我国体育用品市场的营销策略问题,主要内容概述如下。(1)针对中国体育用品市场的发展现状和趋势研究。分别从体育用品产品和营销特征、中国体育用品市场的发展历程和现状以及体育用品消费市场的趋势分析三个方面阐述国内体育用品市场发展现状和趋势(2)针对中国体育用品市场竞争对手分析。着眼于中国体育用品市场主要运动品牌的发展历程和消费现状以及营销策略分析等竞争力分析,对比研究其优势与劣势以及差异化策略。(3)针对NK公司在中国体育市场的发展现状与趋势分析,并在此基础上提出具体营销优化策略和建议。以NK在中国体育用品市场的崛起与深入过程为出发点,探究其独特的竞争优势；通过分析制约其发展的不利因素,有针对性地提出营销优化策略建议以及市场突破点。
[Abstract]:In recent years, with the development of social economy and the improvement of people's living standards, the increase of leisure time and more attention to health, the demand for the sports industry is increasing, more and more time has been put into sports activities, the sports consumption market is constantly expanding, sports goods market is also expanding, sports products are produced. At the same time, the international famous brands, led by NK and Adidas, began to enter and gradually expand the market share of sports goods in China. The domestic brands represented by Lining and Anta have long occupied the domestic and low end markets with their local advantages, thus forming a national brand against the country. The sporting goods market of the international brand is competitive. Therefore, it is the key to make and implement effective marketing strategy in the competitive environment. In view of this, this paper discusses the marketing strategy of sports brand in the sports goods market in China. The main contents are as follows. (1) The development status and trend of sports goods market in China are studied. The development status and trend of domestic sporting goods market are expounded from three aspects of sports goods products and marketing characteristics, the development course and present situation of sports goods market in China and the trend analysis of sports goods consumption market (2) against the competitors of Chinese sporting goods market In view of the development process, consumption status and marketing strategy analysis of the main sports brands in China's sporting goods market, the advantages and disadvantages and differentiation strategies are compared and studied. (3) the present situation and trend of the development of NK company in China's sports market are analyzed, and the specific marketing optimization strategy is put forward on this basis. On the basis of the rising and deepening process of NK in China's sporting goods market, this paper explores its unique competitive advantage, and proposes marketing optimization strategies and market breakthroughs by analyzing the unfavorable factors that restrict its development.

【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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