本文選題：體育產(chǎn)業(yè)　切入點：品牌　出處：《武漢工程大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀(jì)六十年代以來,體育產(chǎn)業(yè)進(jìn)入現(xiàn)代化產(chǎn)業(yè)陣營,從那時起,體育產(chǎn)業(yè)也以不可替代的身份成為社會經(jīng)濟(jì)活動中不可缺少的一部分。目前,在歐美等發(fā)達(dá)國家,體育產(chǎn)業(yè)已經(jīng)擁有繁榮的發(fā)展局面。近年來,以《國務(wù)院辦公廳關(guān)于加快發(fā)展體育產(chǎn)業(yè)的指導(dǎo)意見》為代表的一系列國家政策性指導(dǎo)意見頻繁出臺,對于體育產(chǎn)業(yè)發(fā)展利好的政策一一發(fā)布,我國體育產(chǎn)業(yè)發(fā)展收獲了難得的機遇,也迎來了全新的局面。伴隨我國產(chǎn)業(yè)結(jié)構(gòu)調(diào)整和升級,體育產(chǎn)業(yè)對社會經(jīng)濟(jì)發(fā)展的推動力量不容小覷。在現(xiàn)代市場競爭中,企業(yè)品牌的競爭變得越來越重要。優(yōu)質(zhì)的品牌在消費者中擁有較高的知名度和美譽度,同時易于培養(yǎng)忠實的消費者,企業(yè)能夠減少營銷成本獲穩(wěn)定利潤來源。來自福建晉江的體育品牌匹克體育,擁有二十余年的發(fā)展歷史,在中國體育用品行業(yè)中獨樹一幟,率先提出了“創(chuàng)國際品牌”的宏偉目標(biāo)。事實也證明,匹克獨特的發(fā)展軌跡,取得了矚目的成就,與同行業(yè)相比,在品牌形象打造的事業(yè)中,匹克應(yīng)該算得上一個典范。針對其研究成果,在品牌營銷與企業(yè)發(fā)展層面,將對整個行業(yè)的發(fā)展提供重要的借鑒與指導(dǎo)。首先,本文梳理了品牌營銷相關(guān)理論以及國內(nèi)外研究現(xiàn)狀,包括體育用品行業(yè)發(fā)展趨勢、匹克體育的競爭對手發(fā)展特點,提出了“體育用品行業(yè)2.0時代”概念。闡述了品牌在企業(yè)發(fā)展、提升自身競爭力中的重要性,并指出在企業(yè)發(fā)展中,與時俱進(jìn)的品牌營銷戰(zhàn)略是提升企業(yè)競爭力的重要手段。其次,分析了匹克品牌營銷現(xiàn)狀,提出了匹克體育品牌營銷變革的動因在于行業(yè)發(fā)展2.0時代帶來的挑戰(zhàn),競爭對手對有限營銷資源的掠奪,以及消費者觸媒習(xí)慣的改變與品牌互動方式的變革。匹克體育想要在全新的行業(yè)背景下提升企業(yè)實力并縮小與競爭對手的差距,不能陷入盲目的高成本品牌營銷資源競爭,而必須專注品牌核心特質(zhì),關(guān)注消費者對品牌的情感喜好,采用有效的營銷手段提升品牌知名度、美譽度。最后,本論文主要采用文獻(xiàn)分析法、比較分析法等對匹克體育品牌營銷問題進(jìn)行了深入研究和分析。研究了匹克體育的發(fā)展機遇以及品牌營銷策略,指出匹克體育要實現(xiàn)企業(yè)經(jīng)濟(jì)效益的提升以及打造知名國際品牌的目標(biāo),需要加強品牌差異化形成競爭優(yōu)勢,同時實行精準(zhǔn)化、個性化、線上線下傳播結(jié)合的品牌營銷策略。
[Abstract]:Since 1960s, the sports industry has entered the modern industrial camp. Since then, the sports industry has also become an indispensable part of social and economic activities in an irreplaceable capacity. At present, in developed countries such as Europe and the United States, In recent years, a series of national policy guidance opinions, represented by the guidance opinion of the General Office of the State Council on speeding up the development of the sports industry, have been issued frequently. With the publication of favorable policies for the development of the sports industry, the development of the sports industry in our country has gained a rare opportunity and ushered in a new situation. With the adjustment and upgrading of the industrial structure of our country, In the modern market competition, the competition of enterprise brand becomes more and more important. High quality brands have a high reputation and reputation among consumers. At the same time, it is easy to cultivate loyal consumers, enterprises can reduce marketing costs to obtain a stable source of profits. Pick Sports, a sports brand from Jinjiang, Fujian Province, has a history of more than 20 years and is unique in the sports goods industry in China. First put forward the grand goal of "creating an international brand". Facts have also proved that peak's unique development track has made remarkable achievements, compared with the same industry, in the cause of brand image building, Peak should be a model. In view of its research results, brand marketing and enterprise development will provide an important reference and guidance for the development of the whole industry. First of all, This article combs the brand marketing related theory as well as the domestic and foreign research present situation, including the sports goods industry development tendency, the peak sports competitor development characteristic, This paper puts forward the concept of "sports goods industry 2.0 times", expounds the importance of brand in the development of enterprises and promotes their own competitiveness, and points out that in the development of enterprises, Brand marketing strategy with the times is an important means to enhance the competitiveness of enterprises. Secondly, the paper analyzes the current situation of peak brand marketing, and points out that the motivation of the sports brand marketing reform lies in the challenges brought by the 2.0 era of industry development. Competitors' plundering of limited marketing resources, as well as changes in consumer catalyst habits and brand interactions. We should not be caught in blind competition of high cost brand marketing resources, but must focus on the core characteristics of the brand, pay attention to the consumer's emotional preference for the brand, and use effective marketing methods to enhance the popularity and reputation of the brand. Finally, This paper mainly uses the literature analysis method, the comparative analysis method and so on, has carried on the thorough research and the analysis to the peak sports brand marketing question, has studied the development opportunity and the brand marketing strategy of the peak sports, It is pointed out that in order to realize the promotion of enterprise economic benefit and the goal of building famous international brand, Peak Sports needs to strengthen brand differentiation to form competitive advantage, at the same time, to carry out the brand marketing strategy of precision, individuation, and the combination of online and offline communication.
【學(xué)位授予單位】：武漢工程大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.8;F274

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