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摘要：最近几年来，阿迪达斯在中国市场的发展特别快速，然而在强劲的发展势头下，有的问题的发现也表现出了其在关键的销售策略的制定及执行上仍存在弊端。本文从实践出发，概括了整个中国服饰行业和阿迪达斯在中国的成长状况，通过SWOT分析比较法，深入浅出的剖析了阿迪达斯与耐克之间的竞争状态。本论文主要在通过对阿迪达斯在中国市场发展中的问题和对策进行分析研究，剖析其之前快速发展的成功经验及眼下陷入发展困境的原因，探究其国内市场节节败退的症结，并对阿迪达斯在中国未来的发展进程提供建设性意见，实现战略目标具有实际应用意义。本文基于4P-4C-4R营销理论，指出了阿迪达斯存在于市场营销活动中的存在的细分市场管理、期货订货、零售渠道治理措施、和品牌推广等几个重要方面的问题并提出与之相对应的解决策略方案。42719
毕业论文关键词： 市场营销 竞争 对策 问题
Marketing strategy analysis of Adidas in China
Abstract：In recent years, Adidas in the Chinese market development is rapid. However, under the strong momentum of development, some problems found also showed a in the development and implementation of sales strategy in the key still has some drawbacks. The paper summarizes the whole China's apparel industry and Adidas in China's development status, through the SWOT analysis of comparative law, simple analysis of the state of competition between Adidas and Nike in practice. This paper mainly through the analysis and research of the Adidas in China market development problems and countermeasures, and analyzes the prior to the rapid development of the successful experience and now in development dilemma, explore the domestic market retreat the crux of and for Adidas in China's future development process to provide constructive suggestions, strategic target has practical significance. This paper based on 4P-4C-4R marketing theory, pointed out the existence of Adidas in marketing activities in the presence of subpision market management, futures orders, retail channel management measures, and brand promotion, and several important aspect of the problem and put forward the corresponding solution.
Key words：Adidas；Marketing；competition；problem
1引 言 3
1.1 研究背景 3
1.2文献综述及研究内容 3
2营销理论研究概述 5
2.1 以满足市场需求为目标的4P理论 5
2.2 以追求顾客满意为目标的4C理论 5
2.3 以建立顾客忠诚为目标的4R理论 6
3 阿迪达斯在中国的环境情况分析 8
3.1 行业环境情况分析 8
4 阿迪达斯在中国市场的营销现状及存在的问题 9
4.1 细分产品市场 9
4.2目标市场的细分 10
4.3零售渠道管理问题 10
4.4 品牌推广渠道的问题 11
5阿迪达斯在中国市场的营销策略分析 13
5.1产品方面分析 13
5.2价格方面分析 13
5.3渠道方面分析 13
5.4促销方面分析 14
6在中国市场阿迪达斯营销问题的解决对策