361度体育用品公司品牌定位研究摘要品牌定位是企业根据消费者对品牌的认识、了解和重视程度，给自己的品牌规定一定的市场地位，树立产品在消费者心目中的特色和形象，以满足消费者的某种偏爱和需要。尽管许多企业目前已经认识到其对企业竞争力的重要影响，但在具体的实践和操作过程中却存在很多问题，导致品牌定位的实施结果不佳。本文从品牌定位的理论出发，结合361度体育用品公司品牌定位的具体实践，探讨如何有效的进行品牌定位。笔者首先详细介绍品牌定位的理论背景和基础，接着介绍361度品牌定位目前状况，包括企业品牌定位的概况以及现状。然后对361度的品牌定位进行分析，包括外部市场分析、内部条件分析、市场细分、选择目标市场以及品牌的具体定位。最后针对公司存在的问题提出以情景定位策略为指导，用媒体组合理论以推广等主要的改进意见。对361度体育用品公司品牌定位的研究目的是希望能使企业尽快摆脱受到的困扰，能够从消费者心理采取行动，树立品牌在消费者心目中的特色和形象，以满足消费者的某种偏爱和需要。拥有成功的品牌定位，才能在同行中取得竞争优势。该论文研究意义在于作者对体育用品行业的大型企业的品牌定位方面存在的问题进行全面深入的研究，并提出改进建议，具有一定的参考意义。关键词：品牌定位，品牌推广，体育用品AbstractBrandpositioningisthecorporatebrand,accordingtoconsumerawareness,understandingandimportanceattachedtocertainprovisionsofitsownbrandmarketposition,establishtheproductintheconsumersmindandimagetomeetaconsumerpreferenceandneeds.Althoughmanycompaniestodayhaverecognizeditsenterprisecompetitivenessontheimportantinfluenceinthespecificpracticeandtherearemanyproblemsleadingtopoorresultsoftheimplementationbrand.Inthispaper,thetheoryofbrandpositioning,combinedwith361degreessportsbrandpositioningwiththeconcretepracticeofthecompanyonhoweffectivelythebrandpositioning.Ifirstintroducedthebrandpositioningofthetheoreticalbackgroundandfoundationofthebrandpositioningandthendescribesthecurrentstatusof361degrees,includinganoverviewofcorporatebrandpositioningandthestatus.Thenonthe361-degreeanalysisofbrandpositioning,marketanalysis,includingexternalandinternalconditionsofanalysis,marketsegmentationandtargetmarketselection.Finally,theproblemsthecompanypositioningstrategyscenariosproposedtotheguidanceofportfoliotheorywiththemediatopromotetheviewsofothermajorimprovements.Sports361degreesduringthecompany'sbrandpositioningresearchobjectiveistoenableenterprisestoquicklygetridoftroublebeingabletotakefromtheconsumptionofthispsychologicalAction,establishabrandintheconsumersmindandimage,inordertomeetconsumerpreferencesandneedsofasuccessfulbrandpositioningtogaincompetitiveadvantageinthepeer.Significanceofthisresearchisthattheauthor'slargeenterprisesonthesportinggoodsindustry'sbrandpositioningproblemsinacomprehensivein-depthstudyandmakerecommendationsforimprovementwithsomereferencevalue.Keywords:BrandPositioning,brandpromotion,SportingGoods目录摘要........................................................................................................................................IABSTRACT................................................................................................................................II第一章绪论............................................................................................................................11.1研究的背景和意义........................................................................................................11.2文献综述.......................................................................
