体育用品企业网络广告研究摘要随着国民健身意识的增强，人们对体育用品的需求日益增加，使我国体育用品企业日渐活跃，如何在激烈的市场竞争中占据有利位置，网络广告成为当下最有力的营销宣传手段之一。在这个巨大的网络广告营销市场里，体育用品企业也开始不断创新广告内容占领市场。本文通过对体育用品企业网络广告营销现状进行了研究，以阿迪达斯中国公司与安踏公司的对比分析为例，通过查找参考文献资料和案例分析的方法，对其发展现状、优势和存在的问题等方面进行了分析，由此提出体育用品企业在网络广告中的发展应注意的问题和改进建议。关键词体育用品企业；网络广告；体育用品广告Abstract：Withthenationalfitnessawareness,demandforsportinggoodsisincreasing,sothatoursportinggoodscompaniesincreasinglyactive,howtooccupyafavorablepositioninthefiercemarketcompetition.Inthishugenetworkadvertisingmarketing,sportsgoodsenterprisesbegantooccupythemarketinnovativeadvertisingcontent.Thisarticlethroughtotheresearchofthecurrentsportsgoodsenterprisesnetworkmarketing,withAdidasChinacompanyandantacompanycontrastanalysisasanexample,bylookingupthereferenceliteratureandcaseanalysismethod,thedevelopmentstatusquo,advantagesandproblemsareanalyzed,andthesportsgoodsenterprisesisputforwardthatshouldbepaidattentiontointheonlineadvertisingdevelopmentproblemsandSuggestionsforimprovement.KeyWords:sportsgoodsenterprises,onlineadvertising;sportsadvertising.目录摘要..........................................................................................................................................1关键词体育用品企业；网络广告；体育用品广告.............................................................1前言..........................................................................................................................................21.网络广告概述.......................................................................................................................21.1网络广告概念................................................................................................................21.2常见的网络广告类型.....................................................................................................32.体育用品企业网络广告发展现状........................................................................................42.1体育用品企业网络广告表现形式.................................................................................42.2体育用品企业网络广告存在的问题.............................................................................63.阿迪达斯（Adidas）公司与安踏公司网络广告的对比分析..............................................73.1视觉效果比较...............................................................................................................73.2网络广告与体育赛事的联系.........................................................................................93.3代言人对网络广告效果影响.......................................................................................103.4阿迪达斯（Adidas）公司与安踏公司对比反思........................................................124.体育用品企业运用网络广告的对策建议........................................................................12参考文献................................................................................................................................14前言网络终端的多元化发展以及互联网的快速普及，一种新的有影响力的资源不断地深入人们的日常生活...
