摘要：随着2014年后体育行业的回暖，国家利好政策的发布，体育鞋逐渐步入繁荣期。体育市场开始利好刺激消费，各类体育运动项目积极广泛的开展，极大地刺激了运动装备的消费需求。那对品牌来说，就是要好好抓住全民健身风潮上升为国家重点关注的契机，加快企业发展的步伐。安踏运动鞋要在竞争激烈的市场中提高品牌的占有率，就需要抓住市场痛点和需求，调整营销策略结构，并运用好网络这一促销的渠道。安踏品牌是否可以在体育产业结构逐步调整、人们体育锻炼意识不断增强的背景之下取得一席之地，就需安踏体育企业加强自身渠道的库存管控，并且明确自身产品的定位和功能性的提升，同时再借助我国体育行业政策红利带来的总体市场规模扩大，明确安踏企业自身品牌的差异化以及专业化的战略定位布局，才可以保持住企业自身的竞争优势，把握住体育行业未来发展的良好机遇。82258

本文选取运动鞋营销中具有代表性的品牌---安踏，作为研究案例，从该品牌的营销环境入手，分析运动鞋的市场细分和消费者心理，同时整合安踏企业的营销策略，包括价格、产品、渠道以及促销四个方面，并进一步针对该品牌的经营和发展中遇到的问题提出合理的改进意见。

毕业论文关键词：安踏   营销   运动鞋   价格   品牌   产品

Research on Marketing Strategy of Anta 's Sports Shoes

Abstract: With the 2014 after the sports industry to pick up, the national good policy release, sports shoes gradually into the boom period。 The sports market began to stimulate consumption, all kinds of sports to carry out a wide range of activities, greatly stimulated the consumption of sports equipment needs。 That brand, is to take a good grasp of the national fitness trend rose to the national focus on the opportunity to accelerate the pace of enterprise development。 Anta shoes in the highly competitive market to improve the brand's share, you need to seize the market pain and demand, adjust the marketing strategy structure, and the use of the network this promotion channels。 Anta brand can be gradually adjusted in the sports industry structure, people continue to enhance the sense of physical exercise under the background to get a place, you need to strengthen their own channels Anta inventory control, clear their own product positioning and functional improvement, and then with our sports Industrial policy pidend brought about by the expansion of the market, a clear Anta own brand differentiation, professional positioning of the strategic positioning in order to maintain their own competitive advantage, to grasp the future development of the sports industry a good opportunity。

    This article selects the representative brand of sports shoes marketing --- Anta, as a research case, from the brand's marketing environment to start, analyze the market segmentation and consumer mind, the integration of Anta's marketing strategy, including products and prices, channels and Promotion and so on, and further for the brand's business and development problems encountered in the proposed reasonable improvement。

Key words: Anta   Marketing   Sport Shoes   Price   Brand   product

目录

一、绪论 1

（一）研究背景 1

（二）研究意义 1

（三）研究方法 1

1．文献研究法 1

2。 市场调查法 1

3 。信息研究法