特步（中国）的营销策略摘要随着我国加入世界贸易组织、奥运会的进行和第 16 届亚运会的承办，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 年的进展历史了，至于其如何从接外贸订单的小企业进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，其瞩目的进展历程以与其目前还存在哪些问题都是值得我们讨论的课题。其作为营销的一个大围的应用，其可行性、优缺点值得我们深化探讨。本文对于中国体育用品品牌管理的讨论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——特步为讨论对象，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讨论，通过详细介绍特步的进展状况，分析特步公司的营销战略的利弊得失，面临问题与风险，提出可行性的解决方案，为特步营销战略的进展提供了有益的探究。With China's accession to the World Trade Organization, the Beijing Olympic Games to be held and hosted the 16th Asian Games in Guangzhou, China's 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 ...
