發(fā)布時(shí)間：2019-01-23 17:34

【摘要】： 隨著我國改革開放的不斷深入,我國體育休閑類服裝行業(yè)的競(jìng)爭(zhēng)也日趨激烈,特萊米雅是一個(gè)利用魯能足球品牌、球員形象等頗具商業(yè)價(jià)值的社會(huì)資源而開發(fā)的體育休閑服裝品牌。特萊米雅服裝公司是一個(gè)具有一定規(guī)模的,集體育服裝設(shè)計(jì)、制造和銷售為一體的體育休閑類服裝公司。隨著公司的不斷成長(zhǎng)和壯大,再創(chuàng)造了良好業(yè)績(jī)的同時(shí)也存在著一些不足之處,本研究對(duì)特萊米雅公司及該品牌進(jìn)行了介紹,對(duì)我國宏觀經(jīng)濟(jì)環(huán)境以及服裝市場(chǎng)內(nèi)部環(huán)境分析,證實(shí)該產(chǎn)品的發(fā)展?jié)摿�。并運(yùn)用產(chǎn)品市場(chǎng)定位、SWOT分析、品牌延伸及保護(hù)等多種市場(chǎng)營(yíng)銷理論對(duì)同行業(yè)品牌以及特萊米雅服裝產(chǎn)品的現(xiàn)狀和發(fā)展策略做詳細(xì)分析,對(duì)本品牌的發(fā)展做出整體性戰(zhàn)略研究,為其立足于山東電力內(nèi)部市場(chǎng)、立足于魯能泰山的忠實(shí)球迷、面向全國市場(chǎng)、服務(wù)于魯能足球,也為足球商業(yè)化運(yùn)作闖出一條新路做好鋪墊。
[Abstract]:With the deepening of China's reform and opening up, the competition in the sports and leisure clothing industry in China is becoming increasingly fierce. Tremiya is a football brand using Luneng. Player image and other commercial value of social resources and the development of sports leisure clothing brand. Telemia Garment Co., Ltd. is a certain scale of sports apparel design, manufacturing and sales as one of the sports leisure clothing company. With the continuous growth and expansion of the company, there are also some shortcomings while creating good performance. This study introduces the company and its brand, and analyzes the macroeconomic environment and the internal environment of the clothing market in China. Confirm the development potential of this product. And the use of product market positioning, SWOT analysis, brand extension and protection of a variety of marketing theories to the same industry brands and Termiya clothing products status and development strategy to make a comprehensive strategic study of the development of the brand. For its foothold in Shandong electric power internal market, based on Luneng Taishan faithful fans, facing the national market, serving Luneng football, and also for the commercial operation of football to break a new road to do a good job.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F426.86

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本文編號(hào)：2414051