数字经济背景下体育品牌网络营销策略分析——以准者体育为例  

Research on the Network Marketing Strategy of Sports Brand Under the Background of Digital Economy——A case study of Zhunzhe Sports

作　　者：郜春霞 蔡嘉鑫 张惟泯 娄少锋 GAO Chunxia;CAI Jiaxin;ZHANG Weimin;LOU Shaofeng(Nanchang Vocational University,Nanchang 330500,China;Hunan Institute of Science and Technology,Yueyang 414006,China;Beijing Vango Sports Co.,Ltd.,Beijing 100089,China)

机构地区：[1]南昌职业大学,江西南昌330500 [2]湖南理工学院,湖南岳阳414006 [3]北京万国天骐体育股份有限公司,北京100089

出　　处：《商丘职业技术学院学报》2024年第6期91-96,共6页JOURNAL OF SHANGQIU POLYTECHNIC

基　　金：2023年度江西省体育局体育科研课题“手机媒体传播体育信息对社区群众参与体育活动的影响研究”(2023071)。

摘　　要：通过对准者体育公司进行PEST和SWOT分析发现,准者体育公司在网络营销中存在产品形式单一、缺乏行业内爆品、市场定位过高、品牌定价高于消费者心理等问题.因此,准者体育需紧跟时代潮流,通过网络互动手段促进品牌传播;借助新媒体构建高效的网络推广体系,以形成相互促进的影响力;统一线上线下品牌定价策略;强化产品质量监控,并丰富产品种类,从而提升品牌知名度.By PEST and SWOT analysis against Zhunzhe Sports,it is found that the company has some problems in online marketing,such as less diversified product forms,lack of best-sellers,over positioning,and brand pricing higher than that expected by consumers.To address these problems,Zhunzhe Sports needs to keep up with the trend of the times and promote brand communication through online interaction;build an efficient network promotion system with the help of new media to form a mutually reinforcing influence;unify online and offline brand pricing strategies;strengthen product quality control,and diversify the variety of products,so as to enhance brand awareness.

关 键 词：数字经济 体育品牌 营销策略 SWOT分析 PEST分析 

分 类 号：G80-05[文化科学—运动人体科学]