中国体育用品营销策略对越南的启示Inspiration from Chinese sports goods marketing strategy to Vietnam 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 中国事体育用品制作年夜国，也是体育用品出口年夜国，最近几年来涌现许多著名的品牌，如“李宁”、“安踏”、“361度”、“红双喜”、“春和”等。在体育用品营销方面，有许多胜利的经历。而越南的体育用品市场方才起步，并且具有优越的成长远景，研究中国的体育用品营销成绩对于越南体育用品市场有较年夜的自创感化。本文重要运用文献材料法专家访谈法、比拟剖析法，拔取中国体育公司李宁企业、安踏企业、361度企业的营销战略作为典范研究对象，经由过程查阅年夜量的文献材料和收集信息和拜访相干的专家、运营单元司理等，越南语毕业论文，并运用4P实际、4C实际、营销组公道论和品牌实际对企业营销战略从产物战略、价钱战略、渠道战略、促销战略等方面停止剖析。剖析了越南在体育用品营销方面的现状，这些现状重要表示在：(1)、越南的体育家当还方才起步，在体育用品家当的成长方面与中国比拟，还有很年夜的差距。(2)、越南体育用品公司范围小、种类单一，体育用品重要靠出口。(3)、越南参加WTO世界商业组织后，为成长越南体育用品市场的供给了较好前提。(4)、体育用品运营单元，营销手腕单一，促销后果欠安，品牌效益得不到成长。是以，本研究在剖析中国体育用品营销战略的基本上，提出了中国体育用品营销战略对越南的启发：1进步产物质量增进越南体育用品公司的成长。2以产物科技含量的进步来增进产物的发卖。3扩展公司范围，越语论文范文，造就公司焦点竞争力。4健全品牌营销系统，停止整合营销战略。 Abstract: China sporting goods production big country, is also the sporting goods export big country, in recent years emerged many famous brands, such as "Li Ning", "Anta, 361 degrees", "double happiness", "spring" and so on. In sports goods marketing, there are many successful experience. Vietnam's sporting goods market has just started, and has a superior growth prospects, the study of China's sporting goods marketing achievements on the Vietnam sports goods market has a greater impact on their own. This article used the literature material law expert interviews, comparative analysis, select Chinese sports enterprise Li Ning company, company Anta, 361 of the company's marketing strategy as the model of the research object, through the process of check night annual amount of literature material and collect information and visit relevant experts, business unit manager, and Application 4P theory, 4C theory, marketing group justice theory and brand of company marketing strategy from product strategy, price strategy, channel strategy and promotion strategy to carry on the analysis. Analysis of the Vietnamese situation in sports marketing and the present situation of important said in: (1), Vietnam's sports industry is still in its infancy, with China in the sports activities belongings growth compare, there are very big gap. (2), the Vietnam sports goods enterprise scope is small, the category is single, the sports goods important depend on the export. (3) Vietnam to participate in the WTO World Trade Organization, for the growth of Vietnam's sporting goods market provides a good premise. (4), sports operation unit, marketing means a single, promotional consequences not beautiful, not to grow the brand benefit. In this study, the analysis of China's sports goods marketing strategy in the basic, put forward the Chinese sports goods marketing strategy for the inspiration of Vietnam: 1 to improve the quality of products to enhance the growth of sports goods companies in vietnam. 2 with the progress of product technology content to promote the development of product sales. 3 expand the scope of business, create the focus of the competitiveness of enterprises. 4 perfect the brand marketing system, stop the integrated marketing strategy. 目录: 摘要 3-4 Abstract 4 目录 6-8 1 绪论 8-13 1.1 选题背景 8-9 1.2 探讨的意义 9 1.3 探讨的措施 9 1.3.1 专家访谈法 9 1.3.2 文献资料法 9 1.3.3 个案略论法 9 1.3.4 比较略论法 9 1.4 探讨近况 9-13 1.4.1 对于中国体育用品营销策略方面的探讨 10-11 1.4.2 对于中国体育用品品牌营销策略方面的探讨 11 1.4.3 对于中国体育用品国际化营销策略方面的探讨 11-13 2 相关的概念和理论 13-15 2.1 营销的概念 13 2.2 品牌的概念 13 2.3 营销组合的概念 13-14 2.4 4P理论 14 2.5 4C理论 14-15 3 中国体育用品公司营销个案略论 15-28 3.1 李宁营销策略略论 15-19 3.1.1 产品营销策略 15 3.1.2 渠道策略 15-16 3.1.3 价格策略 16 3.1.4 促销策略 16-17 3.1.5 品牌战略 17-19 3.2 安踏产品营销策略略论 19-24 3.2.1 安踏企业简介 19 3.2.2 产品策略 19-20 3.2.3 渠道策略 20-21 3.2.4 价格策略 21-22 3.2.5 促销策略 22-24 3.3 361°产品营销策略略论 24-28 3.3.1 品牌广告传播策略 24-25 3.3.2 牵手网络,挖掘传播异同 25-26 3.3.3 借力大型赛事,提升品牌价值 26 3.3.4 携手央视,开创营销新模式 26-28 4 越南体育用品公司营销的近况与问题 28-29 5 中国体育用品营销策略对越南的启示 29-33 5.1 提高产品质量促进越南体育用品公司的发展 29 5.2 以产品科技含量的提高来促进产品的销售 29-30 5.3 扩大公司规模,培养公司核心竞争力 30-31 5.4 健全品牌营销体系,进行整合营销策略 31-33 参考文献 33-35 致谢 35-36 |
