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沈阳理工大学学士学位论文I摘要安踏主要从事运动休闲系列产品(运动鞋、运动服、休闲运动鞋、休闲运动服为主)的生产和销售，目前该系列产品在市场营销方面遇到一些问题。随着运动休闲产品市场竞争的日益白热化，为了解决安踏在营销方面的迷茫，找准安踏的发展方向，只有突破以往营销模式的思维定势，重新认识现代竞争的实质，确立基于整体竞争的营销观念。本文以安踏运动休闲系列产品作为研究对象，通过对公司所处的宏观环境、行业环境、消费者和竞争者的分析，了解运动休闲行业竞争结构和行业未来趋向，以及消费者消费动机、消费行为和群体特征。同时对安踏的营销现状进行了分析，找出营销方面的薄弱环节，研究了安踏的机会、威胁、优势和劣势，针对性地提出安踏的营销对策，包括基于顾客需求的产品策略、成本价格策略、整合营销传播策略、渠道便利策略，以期对安踏的营销改进能有所裨益。关键词：运动休闲；代理商；渠道；市场；消费者.沈阳理工大学学士学位论文IIAbstractANTASportsprimarilymanufacturesandmarketssportswear,includingsportsfootwear,apparelaproductsforprofessionalsandthegeneralpublicANTAbrand,butthisseriesofproductagainstsomequestionsinMarketingatpresent.Thecompetitioninthemarketofathleticsleisureproductismoreandmorefierce,tosolvetheconfusednessinMarketingandaccuratelyfindthedevelopment,ANTAmustbreakthepatternofthoughtinformerMarketing,knowtheessenceofmoderncompetition,establishthemarketingideabasedonthewholecompetition.ThisthesisstudiesontheANTAGroup.Itanalyzesthemacro-environment,industrialenvironment,customerandcompetitors,andgraspsthecompetitionstructureandthetrendoftheathleticsleisuretrade,customers’intention,customers’behaviorsandgroupcharacters.ItalsoanalyzestheinternalconditionsofANTAandfindstheshortcomingsofbusinessandthemajorcompetitors,itconcludesthestrengthsandweaknessesofANTAhas,andtheopportunitiesandthreatsthatitfaces.Thisthesisalsodiscussesanddesignsthemarketingstrategieswithemphasis.Itdeliversthemarketingtactics,suchasproducttacticsbasedoncustomers’wantsandneeds,costandpricetactics,IntegratedMarketingCommunications，channeltactics,aimingtodogoodtothemarketingofANTA.Keywords:Athleticsleisure;Businessagent;Channel;Marketing;Customers沈阳理工大学学士学位论文III目录引言..........................................................................................................................................11安踏公司简介......................................................................................................................22营销环境分析......................................................................................................................42.1宏观环境因素的影响................................................................................................42.2运动休闲产品行业环境分析....................................................................................52.2.1运动休闲行业特点..........................................................................................62.2.2运动休闲行业发展趋势..................................................................................62.2.3运动休闲产品消费者调查分析......................................................................72.3安踏产品分析............................................................................................................92.4安踏消费者分析......................................................................................................102.5安踏竞争者分析......................................................................................................112.5.1安踏面临的总体竞争态势............................................................................122.5.2竞争品牌的市场地位分析............................................................................132.5.3竞争品牌的渠道运作分析............................................................................152.5.4竞争品牌的品牌定位分析............................................................................152.5.5竞争对手的价格策略分析............................................................................152.6安踏SWOT分析.....................................................................................................162.6.1安踏优势分析................................................................................................162.6.2安踏劣势分析................................................................................................162.6.3安踏机会分析................................................................................................172.6.4安踏威胁分析................................................................................................173安踏运动休闲系列产品营销策略存在的问题................................................................193.1安踏产品现状及存在的问题..................................................................................193.2安踏渠道现状及存在的问题..................................................................................203.3安踏价格现状及存在的问题..................................................................................213.4安踏促销现状及存在的问题..................................................................................224安踏运动休闲系列产品营销策略建议............................................................................234.1安踏基于顾客需求的产品策略..............................................................................23沈阳理工大学学士学位论文IV4.1.1理解、响应和满足顾客需求........................................................................234.1.2优化安踏产品线架构和品牌规划................................................................244.1.3以产品为基础、差异化为核心的品牌策略................................................264.2安踏渠道策略..........................................................................................................274.2.1构建“点—线—网”的渠道格局............................