国内外一线体育用品品牌营销比较研究——以耐克、阿迪达斯与李宁、安踏为例  

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

作　　者：江亮[1] 邹娟花[1] 李红军[1] 常生良[1] 张玉宝[2] 谢明正[1] 

机构地区：[1]衡阳师范学院体育科学学院,湖南衡阳421008 [2]安阳师范学院体育学院,河南安阳455000

出　　处：《河北体育学院学报》2016年第6期14-21,共8页Journal of Hebei Sport University

基　　金：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)

摘　　要：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"。借鉴国际成功经验,为我国体育用品品牌营销活动变革和民族体育品牌建设提出了发展建议。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 international events and top sport stars, and even the youth in streets and at schools, while Li Ning and Anta＇ marketing presents a flat structure, mainly covering national, regional sport events and second-tier international sport stars and domestic stars. ③The marketing channels of Nike and Adidas were developed under the background of separate production and marketing, featuring a focus on marketing and a management of production, while Li Ning and Anta also appear as separate production and marketing, but they show a focus on production and ignorance of marketing. This study attempts to learn from successful international experience and put forward development proposals for the innovation of Chinese sport brand marketing activities and the establishment of national sport brands.

关 键 词：体育用品 品牌营销 耐克 阿迪达斯 李宁 安踏 

分 类 号：G80-052[文化科学—运动人体科学]