摘要安踏主要从事运动休闲系列产品(运动鞋、运动服、休闲运动鞋、休闲运动服为主)的生产和销售，目前该系列产品在市场营销方面遇到一些问题。随着运动休闲产品市场竞争的日益白热化，为了解决安踏在营销方面的迷茫，找准安踏的发展方向，只有突破以往营销模式的思维定势，重新认识现代竞争的实质，确立基于整体竞争的营销观念。本文以安踏运动休闲系列产品作为研究对象，通过对公司所处的宏观环境、行业环境、消费者和竞争者的分析，了解运动休闲行业竞争结构和行业未来趋向，以及消费者消费动机、消费行为和群体特征。同时对安踏的营销现状进行了分析，找出营销方面的薄弱环节，研究了安踏的机会、威胁、优势和劣势，针对性地提出安踏的营销对策，包括基于顾客需求的产品策略、成本价格策略、整合营销传播策略、渠道便利策略，以期对安踏的营销改进能有所裨益。关键词：运动休闲；代理商；渠道；市场；消费者.AbstractANTASportsprimarilymanufacturesandmarketssportswear,includingsportsfootwear,apparelaproductsforprofessionalsandthegeneralpublicANTAbrand,butthisseriesofproductagainstsomequestionsinMarketingatpresent.Thecompetitioninthemarketofathleticsleisureproductismoreandmorefierce,tosolvetheconfusednessinMarketingandaccuratelyfindthedevelopment,ANTAmustbreakthepatternofthoughtinformerMarketing,knowtheessenceofmoderncompetition,establishthemarketingideabasedonthewholecompetition.ThisthesisstudiesontheANTAGroup.Itanalyzesthemacro-environment,industrialenvironment,customerandcompetitors,andgraspsthecompetitionstructureandthetrendoftheathleticsleisuretrade,customers’intention,customers’behaviorsandgroupcharacters.ItalsoanalyzestheinternalconditionsofANTAandfindstheshortcomingsofbusinessandthemajorcompetitors,itconcludesthestrengthsandweaknessesofANTAhas,andtheopportunitiesandthreatsthatitfaces.Thisthesisalsodiscussesanddesignsthemarketingstrategieswithemphasis.Itdeliversthemarketingtactics,suchasproducttacticsbasedoncustomers’wantsandneeds,costandpricetactics,IntegratedMarketingCommunications，channeltactics,aimingtodogoodtothemarketingofANTA.Keywords:Athleticsleisure;Businessagent;Channel;Marketing;Customers目录引言...........................................................................................................................................11安踏公司简介.........................................................................................................................22营销环境分析.........................................................................................................................42.1宏观环境因素的影响...................................................................................................42.2运动休闲产品行业环境分析.......................................................................................52.2.1运动休闲行业特点.............................................................................................62.2.2运动休闲行业发展趋势.....................................................................................62.2.3运动休闲产品消费者调查分析.........................................................................72.3安踏产品分析...............................................................................................................92.4安踏消费者分析.........................................................................................................102.5安踏竞争者分析........................................................................................................
