从“安踏模式”探讨我国体育用品企业现状与营销策略  

Research on the Status of China's Sporting Goods Business and Marketing Strategy from the "Anta Mode"

作　　者：王路遥[1] 韩振勇[1] 吕克琦[2] 

机构地区：[1]武汉科技大学体育部,湖北武汉430081 [2]武汉科技大学管理学院,湖北武汉430081

出　　处：《湖北体育科技》2012年第2期137-141,共5页Hubei Sports Science

摘　　要：北京奥运会后,随着大众对竞技体育运动的持续关注以及全民健身运动的深入开展,使得居民对体育用品的消费需求与日俱增,给我国体育用品企业带来了前所未有的机遇和挑战。以安踏公司为研究对象,将安踏公司的营销策略称为"安踏模式",通过研究安踏的成功模式,提出我国体育用品企业应在产品的技术创新、品牌的科学定位、提高企业的集约化程度和全方位提升服务水平以及积极参与国际标准的制定等方面加快实施的步伐,为我国体育用品企业在激烈的国际国内竞争环境中走科学发展和可持续经济发展的道路提供参考。After the Beijing Olympics,with the sustained attention of the public competitive sport and in-depth development of the national fitness campaign making the growing sporting goods consumer demand of the residents,it has brought unprecedented opportunities and challenges to China＇s sporting goods business.This paper＇s research object is the Anta Corporation.Anta company＇s marketing strategy is called the ＂Anta mode＂,through the research of successful model of Anta,sporting goods enterprises in China should make technological innovation,and the brand＇s scientific orientation to improve degree of intensive and comprehensive approach to improve service levels,as well as actively participate in the formulation of international standards accelerating the pace of implementation,and provide a reference for the sporting goods companies in China to take the road of scientific development and sustainable economic development in the fierce international and domestic competitive environment.

关 键 词：体育用品企业 安踏模式 SWOT 现状 营销策略 

分 类 号：G80-05[文化科学—运动人体科学]