【摘要】： 采用文獻(xiàn)資料法、比較分析法和模型分析法,以國(guó)產(chǎn)運(yùn)動(dòng)鞋生產(chǎn)經(jīng)營(yíng)企業(yè)的品牌意識(shí)和品牌營(yíng)銷(xiāo)策略為研究重點(diǎn)和主線(xiàn),從國(guó)內(nèi)運(yùn)動(dòng)鞋生產(chǎn)經(jīng)營(yíng)企業(yè)營(yíng)銷(xiāo)現(xiàn)狀出發(fā),通過(guò)和國(guó)際上著名的運(yùn)動(dòng)鞋品牌的對(duì)比來(lái)分析國(guó)產(chǎn)運(yùn)動(dòng)鞋品牌營(yíng)銷(xiāo)狀況、成功經(jīng)驗(yàn)、特征以及存在的問(wèn)題,提出促進(jìn)運(yùn)動(dòng)鞋品牌營(yíng)銷(xiāo)的對(duì)策和建議。 研究結(jié)果表明:國(guó)產(chǎn)運(yùn)動(dòng)鞋品牌目前尚處于起步階段,國(guó)產(chǎn)運(yùn)動(dòng)鞋品牌和國(guó)際著名運(yùn)動(dòng)鞋品牌比較,差距和優(yōu)勢(shì)共存,優(yōu)勢(shì)是產(chǎn)業(yè)集群和區(qū)域品牌效應(yīng)已成為企業(yè)的優(yōu)勢(shì)資源,劣勢(shì)是品牌占有國(guó)際市場(chǎng)份額與產(chǎn)量不對(duì)稱(chēng),國(guó)產(chǎn)運(yùn)動(dòng)鞋生產(chǎn)經(jīng)營(yíng)企業(yè)品牌發(fā)展仍存在很多問(wèn)題,制定品牌戰(zhàn)略不僅十分必要而且十分重要。企業(yè)應(yīng)進(jìn)一步強(qiáng)化品牌意識(shí),應(yīng)根據(jù)自身綜合實(shí)力選擇品牌營(yíng)銷(xiāo)策略,不僅要十分重視品牌寬度的推廣,還要重視品牌深度的推廣,突出品牌個(gè)性,培育品牌文化和形象,提升品牌競(jìng)爭(zhēng)力。
[Abstract]:By using the method of documentation, comparative analysis and model analysis, this paper takes the brand awareness and brand marketing strategy of domestic sports shoes production and management enterprises as the research focus and main line, proceeds from the marketing status of domestic sports shoes production and management enterprises, and analyzes the brand marketing status of domestic sports shoes by comparing with famous international sports shoes brands. Situation, successful experience, characteristics and existing problems, put forward countermeasures and suggestions to promote the brand marketing of sports shoes.
The results show that the domestic sports shoes brand is still in its infancy, and the gap and advantages coexist between the domestic sports shoes brand and the international famous sports shoes brand. The advantage is the industrial cluster and the regional brand effect has become the enterprise's superior resources, the disadvantage is that the brand occupies the international market share and the output is asymmetric, and the domestic sports shoes are born. There are still many problems in the brand development of production and management enterprises, so it is not only necessary but also very important to formulate brand strategy. Enterprises should further strengthen brand awareness, choose brand marketing strategy according to their own comprehensive strength, not only attach great importance to the promotion of brand width, but also attach importance to the promotion of brand depth, highlight brand personality and cultivate products. Brand culture and image enhance brand competitiveness.
【學(xué)位授予單位】：山西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F274;F426.86

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