迪卡侬高尔夫品牌在北京地区的营销策略研究

发布时间：2018-07-10 05:58

本文选题：迪卡侬 + 高尔夫　；参考：《北京体育大学》2014年硕士论文

【摘要】：高尔夫运动进入中国以来近30年,中国的高尔夫用品市场也随该运动迅速地发展,北京作为中国高尔夫发展较好的城市之一,各大高尔夫品牌对北京高尔夫市场都相当重视。2006年,迪卡侬高尔夫品牌Inesis也开始进军北京高尔夫市场。本文以迪卡侬高尔夫品牌Inesis在北京地区的营销策略为研究对象,运用了文献资料法、问卷调查法和专家访谈法进行研究,期望通过对该品牌的实际情况分析,为这一品牌在北京高尔夫用品市场的发展提供参考和帮助。文章首先介绍了营销策略,同时还对我国高尔夫用品市场的基本情况进行了解；然后结合Inesis的发展现状对该品牌进行了介绍,通过营销理论对Inesis北京市场的宏观、微观环境进行总结,并用SWOT分析法进行分析；最后深入分析了Inesis在北京市场的营销策略与执行。得出以下结论： Inesis虽然进入北京市场的时间较短,但凭借其品牌的实力,结合了北京当地市场的市场环境和消费者的真实需求,制定了科学有效的营销策略,并且最终得到执行。企业以人为本,通过完善的人员管理体系培养适合企业发展的人才,使得企业获得良性发展。在北京高尔夫市场中占据一席之地。但是,随着中国高尔夫用品市场的不断扩大,尤其在竞争激烈的北京市场,与各个国内高尔夫品牌的也愈演愈烈,Inesis还应当采取进一步战略来拓展市场,增加品牌在北京占据的市场份额。这就要求Inesis从消费者的需求出发,提升产品的核心竞争力,加强团队建设,同时在价格方面保证最佳的性价比,使得品牌在北京市场立于不败之地,在与其他高尔夫品牌的竞争中取得优势。
[Abstract]:Since golf entered China nearly 30 years ago, the golf products market in China has also developed rapidly. Beijing is one of the cities with better golf development in China. The Beijing Golf Market has been taken seriously by major golf brands. In 2006, Dikanong Golf brand Inesis also began to enter the Beijing Golf Market. This paper takes the marketing strategy of Dikanong Golf brand Inesis in Beijing as the research object, applies the method of literature, questionnaire and expert interview, and expects to analyze the actual situation of the brand through the analysis of the actual situation of the brand. For this brand in Beijing golf products market development to provide reference and help. The article first introduces the marketing strategy, at the same time, the basic situation of the golf products market in China, and then introduces the brand with the development of Inesis, and through the marketing theory to the macro market of Inesis in Beijing. Finally, the marketing strategy and execution of Inesis in Beijing are analyzed. The following conclusions are drawn: although Inesis entered the Beijing market for a short time, with its brand strength, combined with the market environment of the local market in Beijing and the real needs of consumers, it formulated a scientific and effective marketing strategy. And finally implemented. Human-oriented enterprise, through the perfect personnel management system to train suitable for enterprise development talent, make the enterprise obtain benign development. To occupy a place in the Beijing golf market. However, with the continuous expansion of China's golf products market, especially in the highly competitive Beijing market, and various domestic golf brands are also increasingly growing Inesis, we should also take further strategies to expand the market. Increase brand market share in Beijing. This requires that Inesis, proceeding from the needs of consumers, enhance the core competitiveness of its products, strengthen team building, and at the same time ensure the best price performance in terms of price, so that the brand can remain invincible in the Beijing market. In the competition with other golf brands to gain an advantage.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.8;G849.3

【共引文献】