泉州运动鞋服品牌差异化策略探析

An Analysis of the Sports Shoes and Clothing Brand Differentiation Strategy in Quanzhou

泉州的运动鞋服品牌在全国具有举足轻重的作用。制定和实施品牌战略是鞋服企业发展的必然要求,而差异化策略是品牌战略的核心问题,也是品牌战略成功的关键点。文章分别从品牌定位、运动产品、品牌形象、品牌文化、营销模式、市场定位、推广方式、顾客感知等八个方面,全面解析了泉州地区运动鞋服品牌差异化的实施状况,不仅对鞋服企业具有借鉴作用,而且能够促进泉州地区发展,为海西经济区建设做贡献。

The sports shoes and clothing brands in Quanzhou play an important role in country. Development and implementation of brand strategy is a necessary requirement for shoes and clothing companies development. The differentiation strategy is the core and the key of brand strategy. This paper comprehensively analyzes implementation of sports shoes and clothing brand differentiation in terms of the brand positioning, sporting products, brand image, brand culture, marketing model, market positioning,marketing methods, customer perception. It has not only greatly reference for shoes and clothing companies, but also promotes the development of Quanzhou, and makes contribution to the West Coast economic zone.