期刊论文

A Comparative Study on the First-tier Sport Brand Marketing between China and Other Countries -Based on Examples of Nike, Adidas and Li Ning, Anta

中文

河北体育学院学报

1008-3596

2016

30

6

14-21

10.3969/j.issn.1008-3596.2016.06.003

2015年国家社会科学基金项目（15BTY043）； 2015年湖南省教育厅优秀青年项目（15B038）；

本校为第一机构

采用文献资料法、广告观察法和比较分析法,从营销理念、营销结构、营销渠道三个层面对国内外著名体育用品品牌的营销活动进行比较。结果表明:1耐克、阿迪达斯以消费者心智为中心,采用"定位营销";李宁、安踏以生产者为中心,以"产品营销"为主。2耐克、阿迪达斯建立了立体的三级营销结构,实现了上至国际大型赛事和一线明星,下至街区、学校的青少年群体的全覆盖;李宁、安踏营销呈现扁平结构,主要覆盖国家、区域性赛事和国际二线明星及国内明星。3耐克、阿迪达斯的营销渠道是在"产销分离"的背景下发展起来的,体现为重"销"管"产"的特点;李宁、安踏的营销渠道也显现为"产销分离"的特点,但重"产"倾"销"。...

Methods of literature, advertising observation and comparative analysis are applied to compare the first-tier sport brand marketing at home and abroad in terms of the marketing concepts, marketing structure, marketing channels. The results show that： ① Nike, Adidas take consumers ＇ minds as center, and adopt targeted marketing, while Li Ning, Anta are producer-centric, and are product marketing-oriented. ② Nike and Adidas have established a three-dimensional and three-level marketing structure and have achieved a full coverage of major inte...