鸿星尔克市场营销策略研究  

Research on Marketing Strategy of Hongxing Erke

作　　者：李佳昕 安春明[1] 吴优 史雍婷 刘姝颖[3] 

机构地区：[1]北华大学经济管理学院,吉林 吉林 [2]大连工业大学艺术与信息工程学院,辽宁 大连 [3]吉林化工学院党委学生工作部,吉林 吉林

出　　处：《国际会计前沿》2024年第6期908-917,共10页Frontiers of International Accounting

摘　　要：我国的体育产业随着国民经济的持续增长新浪潮,迅猛发展。本文先是对鸿星尔克的基本情况作了介绍,接着分析了它的市场营销策略,还运用SWOT分析方法对该企业的优势、劣势、机遇和威胁展开了探讨。研究结果显示,鸿星尔克存在诸多问题,比如产品目标市场不清晰、产品创新不足,过度依赖情怀营销。基于这些问题,本文提出了相应的建议,包括选择核心目标市场、加强研发、提升品牌影响力、整合多种销售渠道以及改善品牌形象等,目的是全面掌握鸿星尔克的市场营销现状,进而为我国体育用品企业的发展提供借鉴。China’s sports industry has developed rapidly with the new wave of continuous growth of the national economy. This article first introduces the basic situation of Erke, then analyzes its marketing strategy, and uses SWOT analysis to discuss the strengths, weaknesses, opportunities and threats of the company. The results of the study show that Hongxing Erke has many problems, such as an unclear product target market, insufficient product innovation, and excessive reliance on emotional marketing. Based on these problems, this paper puts forward corresponding suggestions, including selecting the core target market, strengthening research and development, enhancing the brand influence, integrating multiple sales channels and improving brand image, etc., in order to fully grasp the marketing status of Hongxing Erke, and then provide a reference for the development of China’s sporting goods enterprises.

关 键 词：市场营销 营销策略 体育产品市场 目标市场 

分 类 号：F42[经济管理—产业经济]