特步营销策略分析_市场营销毕业设计.doc

特步（中国）的营销策略 摘要 随着我国加入世界贸易组织、北京奥运会的举行和第16届广州亚运会的承办，我国体育用品产业，迎来了所未有的机遇和挑战。特步品牌于2001年创立，目前为止也有14年的发展历史了，至于其如何从接外贸订单的小企业发展为现在的上市公司，特步的营销战略给国家、企业带来了多大的利润，其瞩目的发展历程以及其目前还存在哪些问题都是值得我们研究的课题。其作为营销的一个大范围的应用，其可行性、优缺点值得我们深入探讨。本文对于中国体育用品品牌管理的研究有着非常重要的现实意义。正是基于这种情况，本文以中国体育用品行业的新兴企业——特步为研究对象，利用营销战略的理论知识对特步独特的营销策略进行分析研究，通过详细介绍特步的发展状况，分析特步公司的营销战略的利弊得失，面临问题及风险，提出可行性的解决方案，为特步营销战略的发展提供了有益的探索。 With Chinas accession to the World Trade Organization, the Beijing Olympic Games to be held and hosted the 16th Asian Games in Guangzhou, Chinas sporting goods industry, ushered in unprecedented opportunities and challenges. Xtep brand founded in 2001, so far there are 14 years of development history, as to how they from receipt of foreign orders for small business development as now a listed company, Xtep marketing strategy to the state, the enterprise has brought much profit, and its watched the development process as well as its problems still exist which are worthy of our study. As marketing a wide range of applications, its feasibility, advantages and disadvantages should be studied. Paper for Chinese sports brand management research has a very important practical significance. It is based on this, this paper Chinese sporting goods industry emerging enterprises - special steps for the study, the use of marketing strategies theoretical knowledge Xtep unique marketing strategy analysis through detailed Xtep state of development, analysis Xtep pros and cons of marketing strategies, problems and risks, propose practical solutions for the development of Xtep marketing strategy provides a useful exploration. 关键词：特步 营销环境 营销策略 问题 改进建议 Keywords：Xtep Marketing Environment Marketing Strategy issues Recommendations for improvement 1 绪论 3 1.1 研究背景 3 1.2 研究目的及意义 5 1.3 研究思路 6 2 特步的营销环境分析 7 2.1 宏观环境分析 7 2.1.1 政治环境 7 2.1.2 经济环境 7 2.1.3 社会环境 8 2.1.4 技术环境 9 2.2 微观环境分析 9 2.2.1 消费者因素 9 2.2.2 经销商因素 10 2.2.3 竞争者因素 10 2.3 特步营销环境的SWOT分析 12 3 特步的营销策略 13 3.1 产品策略 13 3.1.1 产品的组合策略 13 3.1.2 特步的品牌策略