發(fā)布時間：2018-11-23 17:01

【摘要】：中國體育服裝市場競爭激烈,國際體育用品品牌公司與數(shù)量眾多的本土品牌公司都參與其中。國際體育品牌中有耐克、阿迪達斯、美津濃、銳步等；本土體育品牌中有李寧、安踏、匹克、特步等,還有許多不知名生產(chǎn)企業(yè)生產(chǎn)的產(chǎn)品。JM服裝公司Q運動品牌,相對于國際一線強勢體育服裝品牌公司耐克和阿迪達斯而言,無論是在資金、資源層面還是技術(shù)層面上,都無法與之正面抗衡。強勢體育服裝品牌公司的塑造是中國體育服裝行業(yè)發(fā)展的迫切需求。因此,對JM公司的競爭戰(zhàn)略進行相關(guān)研究,不僅對于JM公司的生存、發(fā)展和壯大具有重要作用和意義,而且對對整體處于劣勢地位的中國本土體育服裝品牌乃至整個中國服裝行業(yè)的生存、發(fā)展和壯大都具有重要借鑒和指導意義。 本文利用客觀真實的市場數(shù)據(jù)、科學的研究方法、以營銷理論為依據(jù)對JM公司的Q運動品牌策略及市場營銷策略進行論證,為企業(yè)品牌發(fā)展之路提出有利的理論參考。
[Abstract]:China sports clothing market competition is fierce, international sports goods brand companies and a large number of local brands are involved. International sports brands include Nike, Adidas, Mizinung, Reebok, etc. Among the local sports brands are Li Ning, Anta, Peak, Teub, and many other products produced by unknown manufacturers. Compared with Nike and Adidas, the Q sports brand of JM apparel company, compared with Nike and Adidas, No matter in the capital, the resource level or the technical level, can not compete with it positively. The molding of strong sports clothing brand company is the urgent need of the development of Chinese sports clothing industry. Therefore, the research on the competitive strategy of JM Company is not only important for the survival, development and growth of JM Company, but also has an important role and significance for the survival, development and growth of JM Company. Moreover, it is of great significance for the survival, development and expansion of the whole Chinese local sports clothing brand and even the whole Chinese clothing industry. Based on the objective and real market data and scientific research methods, this paper demonstrates the Q sports brand strategy and marketing strategy of JM Company based on marketing theory, and provides a favorable theoretical reference for the development of enterprise brand.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.86

【引證文獻】

相關(guān)碩士學位論文 前1條

1 劉景錦;A公司服裝營銷策略優(yōu)化研究[D];華東理工大學;2016年

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本文編號：2352162