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摘要作为中国运动科学开拓者，安踏始终致力于运动力学的研究，旨在提高中国运动员的表现，推动中国体育事业的发展。在科技创新上，安踏目前共获得多项国家级专利，并成为体育用品行业标准的制定者之一。安踏是体育用品销售专卖体系实践者，在国内建立了最完备的，覆盖一、二、三线的市场营销网络，成为体育用品行业的领跑者。安踏是中国各项专业赛事的忠实合作伙伴被誉为“中国联赛的发动机”。经济危机的形势下，我国的体育用品市场面临着日趋激烈的竞争，也迎来了民族品牌逆市突破的新机遇。本毕业论文以安踏运动休闲系列产品作为研究对象，通过对公司所处的环境、消费者和竞争者的分析，了解运动休闲行业竞争结构和行业未来趋向，以及消费者消费动机、消费行为和群体特征。同时对安踏的营销现状进行了分析，找出营销方面的薄弱环节，研究了安踏的机会、威胁、优势和劣势，针对性地提出安踏的营销对策，通过对安踏品牌成功经验和失败教训的总结，结合市场营销学的知识，对国内体育运动品牌今后的发展进行有益探索。9128
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关键词：安踏品牌；品牌价值；定位；营销策略
Abstract ANTA Sports primarily manufactures and markets sportswear, including sports footwear, apparel a products for professionals and the general public ANTA brand, but this series of product against some questions in Marketing at present. The competition in the market of athletics leisure product is more and more fierce, to solve the confusedness in Marketing and accurately find the development, ANTA must break the pattern of thought in former Marketing, know the essence of modern competition, establish the marketing idea based on the whole competition. This thesis studies on the ANTA Group. It analyzes the macro-environment, industrial environment, customer and competitors, and grasps the competition structure and the trend of the athletics leisure trade, customers’ intention, customers’ behaviors and group characters. It also analyzes the internal conditions of ANTA and finds the shortcomings of business and the major competitors, it concludes the strengths and weaknesses of ANTA has, and the opportunities and threats that it faces. This thesis also discusses and designs the marketing strategies with emphasis. It delivers the marketing tactics, such as product tactics based on customers wants and needs, cost and price tactics, Integrated Marketing Communicationschannel tactics , aiming to do good to the marketing of ANTA.
Key words: Athletics leisure; Business agent; Channel; Marketing; Customers
目 录
引 言 3
一、企业背景介绍 3
二、安踏品牌的市场分析 5
2.1行业背景分析 5
2.1.1环境分析 5
2.1.2安踏的产品分析 5
2.1.3安踏消费者分析 6
2.1.4竞争者分析 7
三、安踏品牌的SWOT 分析 10
3.1 安踏优势分析（Strength） 10
3.2 安踏劣势分析 (Weakness) 11
3.3 安踏机会分析 (Opportunity) 11
3.4 安踏威胁分析 (Threats) 12
四、安踏品牌的价值定位 12
4.1品牌营销分析 12
4.2品牌定位 13
五、安踏品牌的营销策略分析 14
5.1 整合营销策略 14
5.2 安踏的4P策略分析 16
5.2.1 产品策略（production） 16
5.2.2 销售渠道策略(place) 16
5.2.3 定价策略(price) 16
5.2.4 促销策略(promotion) 17