摘要
采用问卷调查、文献资料和数理统计等综合研究方法,对国内运动鞋品牌的市场状况、产品策略、价格策略、销售渠道策略、推广策略等进行分析、研究,结果表明:就目前国内运动鞋发展来看,主要分大众化和中高档两类市场;大众化市场群众人数众多,消费讲究实惠,对价格较敏感,品牌应着眼于降低成本和在质量款式上做出产品特色,定位在50-100元之间为佳,在促销上选择一些投入少,影响面广的形式;中高档市场对产品质量和品牌的要求较高,进入这一市场面对的竞争对手是国际品牌,国内品牌需在质料的选择、款式设计及市场定位上提高自身水平,利用国内品牌更广的销售渠道,使自己获得更大的发展空间。
The paper studies the domestic gym shoes' marketing situation,price and product's stategy,advertising policy by holding questionnaire,searching documentaries and analyzing statistics.The result shows that consumers can be divided into two groups:the ordinary consumers and those who show favor in the top-grade products,the former group is keen to the price,so the manufactures should try to reduce the costs and design various style to attract the group,the acceptable price is between 50-100 yuan;while the latter one's main concern is the high quality of the products,the main competition is from the foreign brands,so the domestic manufactures should improve in material selection,style designation and develop by making full use of the sale channel.
出处
《山东体育科技》
2004年第3期82-84,共3页
Shandong Sports Science & Technology
关键词
运动鞋
品牌
营销
策略
gym shoes
brand
marketing
strategy
