疫情后鸿星尔克的营销策略研究

我国体育用品网络营销策略研究以鸿星尔克为例摘要我国目前已经成为世界第二大经济体，经济全球化的不断发展也使得我国的体育用品市场营销竞争加剧，国际上的很多知名体育品牌如阿迪达斯、耐克等不断冲击国内市场，使得国内体育用品的企业生存发展也比较艰难。鸿星尔克在近日内由于善举而频频登上热搜，作为我国比较大的综合性体育品牌，它不但没有达到国外体育用品的水平，对比国内的李宁安踏等企业也逐渐掉队。虽然不可否认，鸿星尔克在营销上有可取之处，但其网络营销策略中也存在很多问题。本文综合利用文献资料研究法、比较研究法、案例分析法等方法，以酒星尔克公司作为具体的研究对象，对其在营销方面实施的策略，采用的模式进行详细的分析，并结合其具体的案例介绍，剖析其营销的类型。研究发现鸿星尔克主要采用的有文化营销、品牌营销等策略，通过寻找这些策略之中的问题，提出了针对性的解决对策，希望能为鸿星尔克的营销管理策划提供一些可靠的建议，从而促进鸿星尔克的发展。同时，也为许多诸如鸿星尔克一般的国货产品提供一些可借鉴经验。关键词：营销策略：方案：体育产品：鸿星尔克：问题与对策AbstractAt present,China has become the second largest economy in theworld.The continuous development of economic globalization alsointensifies the marketing competition of sporting goods in China.Manywell-known international sports brands such as Adidas and Nike continueto impact the domestic market,making it difficult for domestic sportinggoods enterprises to survive and develop.Hongxing Erke has frequentlyboarded the hot search due to its good deeds in recent days.As arelatively large comprehensive sports brand in China,it not only fails toreach the level of foreign sporting goods,but also gradually lags behindcompared with domestic enterprises such as Li Ning and Anta.Althoughit is undeniable that Hongxing Erke has some advantages in marketing,there are also many problems in its network marketing strategyThis paper comprehensively uses the methods of literature research,comparative research and case analysis,takes Hongxing Erke company asthe specific research object,makes a detailed analysis of its marketingstrategies and modes,and analyzes its marketing types combined with itsspecific case introduction.It is found that Hongxing Erke mainly adoptscultural marketing,brand marketing and other strategies.By looking forthe problems in these strategies,this paper puts forward targeted solutions,hoping to provide some reliable suggestions for Hongxing Erke'smarketing management planning,so as to promote the development ofHongxing Erke.At the same time,it also provides some experience formany domestic products such as Hongxing Erke.Key words:marketing strategy;Programme;Sports products;Erke;Problems and Countermeasures目录摘要.4Abstract......5第1章绪论101.1研究的背景101.2研究的目的及意义111.2.1研究目的111.2.2研究意义111.3研究的方法.121.3.1文献资料研究法…。121.3.2比较研究法121.3.3案例分析法121.3.4数理统计法13第2章网络营销策划的理论综述.142.1网络营销策划142.1.1市场营销142.1.2网络营销152.1.3体育营销与网络营销的关系错误！未定义书签。2.2国内外现状研究…152.2.1国内体育用品营销策略研究.152.2.2国内体育用品网络营销研究162.2.3国内体育用品渠道营销研究…172.3国外研究现状182.3.1关于体育营销的研究182.3.2关于体育营销策略的研究..19第3章鸿星尔克网络营销案例及存在问题..203.1鸿星尔克品牌介绍203.1.1鸿星尔克简介20