本文選題：品牌　切入點(diǎn)：營(yíng)銷(xiāo)環(huán)境　出處：《湘潭大學(xué)》2015年碩士論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)發(fā)展和居民消費(fèi)水平的提高,人們對(duì)健康身體和生活方式有了更高的追求,體育用品的需求日益增大,運(yùn)動(dòng)品牌產(chǎn)品成為人們運(yùn)動(dòng)休閑時(shí)常用的裝備配置。2001年至2010年,我國(guó)體育運(yùn)動(dòng)品牌出現(xiàn)井噴式的發(fā)展,行業(yè)出現(xiàn)了發(fā)展的“黃金十年”。但隨著阿迪達(dá)斯、耐克等國(guó)際品牌渠道下沉和國(guó)內(nèi)品牌的競(jìng)爭(zhēng),運(yùn)動(dòng)品牌產(chǎn)品的市場(chǎng)環(huán)境變得復(fù)雜和嚴(yán)峻,我國(guó)體育用品行業(yè)的銷(xiāo)售模式也發(fā)生了較大的變化。為了更好的適應(yīng)巨變的市場(chǎng)環(huán)境,提升婁底安踏品牌的市場(chǎng)競(jìng)爭(zhēng)力,制定合理的市場(chǎng)營(yíng)銷(xiāo)策略迫在眉睫。文章以?shī)涞装蔡て放茽I(yíng)銷(xiāo)策略為研究對(duì)象,通過(guò)實(shí)地調(diào)研的方法對(duì)婁底安踏的品牌背景、庫(kù)存和銷(xiāo)售狀況、盈利能力和人力資源狀況進(jìn)行了調(diào)研,運(yùn)用PEST、SWOT分析法和案例分析法等分析工具對(duì)安踏品牌婁底市場(chǎng)營(yíng)銷(xiāo)環(huán)境進(jìn)行了分析,研究發(fā)現(xiàn)其營(yíng)銷(xiāo)存在目標(biāo)定位模糊、營(yíng)銷(xiāo)渠道過(guò)窄、促銷(xiāo)手段單一的問(wèn)題,其問(wèn)題產(chǎn)生的主要原因?yàn)?門(mén)店管理不完善、行業(yè)競(jìng)爭(zhēng)環(huán)境激烈、員工創(chuàng)新意識(shí)淡薄、營(yíng)銷(xiāo)環(huán)境變化過(guò)快。針對(duì)婁底安踏存在的問(wèn)題和形成問(wèn)題的原因,為其提出了市場(chǎng)營(yíng)銷(xiāo)策略的優(yōu)化方案。方案建議婁底市場(chǎng)應(yīng)以提高客戶(hù)滿(mǎn)意度、創(chuàng)造顧客長(zhǎng)期忠誠(chéng)、提高市場(chǎng)占有率為目標(biāo),以成本最小化、鼓勵(lì)創(chuàng)新、互利共贏為原則,對(duì)婁底安踏營(yíng)銷(xiāo)策略進(jìn)行優(yōu)化,具體優(yōu)化方案如下:結(jié)合消費(fèi)者年齡與收入明確目標(biāo)市場(chǎng)、采用會(huì)員積分制度豐富促銷(xiāo)手段、借助互聯(lián)網(wǎng)平臺(tái)拓寬營(yíng)銷(xiāo)渠道、組建共贏的商業(yè)聯(lián)盟。最后針具體的優(yōu)化方案,提出了相應(yīng)的保障措施:組織保障、物資保障和人才保障。研究立足于婁底安踏的長(zhǎng)遠(yuǎn)發(fā)展,旨在滿(mǎn)足各門(mén)店客戶(hù)差異化的需求,提高婁底安踏的競(jìng)爭(zhēng)能力。
[Abstract]:With the development of social economy and the improvement of residents' consumption level, people have a higher pursuit of healthy body and lifestyle, and the demand for sports goods is increasing day by day. Sports brand products have become the most commonly used equipment for people's sports and leisure. From 2001 to 2010, the sports brands in our country have been blowout, and the industry has seen a "golden decade" of development. But with Adidas, With the decline of international brands such as Nike and the competition of domestic brands, the market environment of sports brand products has become complex and severe, and the sales mode of sports goods industry in China has also undergone great changes. In order to better adapt to the changing market environment, It is urgent to improve the market competitiveness of Loudi Anta brand and formulate reasonable marketing strategy. This article takes Loudi Anta brand marketing strategy as the research object, through the method of field investigation to Loudi Anta brand background, The inventory and sales situation, profitability and human resource status are investigated. The marketing environment of Anta brand Loudi is analyzed by using PEST-SWOT analysis method and case analysis method. Marketing channel is too narrow, promotion means is single, the main reasons are: imperfect store management, fierce competition environment of the industry, weak sense of innovation of employees. The marketing environment is changing too fast. In view of the problems existing in Loudi Anta and the causes of the problems, the optimization scheme of marketing strategy is put forward for Loudi, which suggests that Loudi market should improve customer satisfaction and create long-term customer loyalty. To increase market share as the goal, to minimize costs, encourage innovation, win-win for the principle of Loudi Anta marketing strategy optimization, the specific optimization scheme is as follows: combined with consumer age and income clear target market, The member points system is used to enrich the promotion means, the Internet platform is used to broaden the marketing channels, and a win-win business alliance is formed. Finally, the concrete optimization scheme is put forward, and the corresponding safeguard measures are put forward: organization guarantee, Based on the long-term development of Loudi Anta, the purpose of this study is to meet the different needs of customers in various stores and to improve the competitiveness of Loudi Anta.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F426.86

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