安踏体育用品公司的品牌管理研究

Research on Brand Management of Anta Sports Products Limited

随着中国经济的迅速发展,人民生活水平的提高,休闲体育在国人日常生活中的地位越来越突出,这大大推动了我国体育用品行业的发展。同时,2008年的北京奥运会,一场世界的体育盛宴更是为中国体育用品行业的发展创造了良好的机会。近年来,随着一些国际知名品牌对国内市场的冲击,做好品牌管理,打造本土品牌显得尤为重要。安踏是中国体育用品行业的佼佼者,在品牌管理方面也取得了不错的成绩,但同时也存在着许多问题。如品牌的忠诚度和偏好度不高,产品差异化以及产品定位做得不好,品牌形象难以在大众体育用品市场中突显。因此,安踏公司需要做好品牌定位,狠抓产品质量和加强品牌认知来提高品牌忠诚度。

with the rapid development of China＇s economy, the improvement of people＇s living standard,leisure sports in the daily life of the people＇s daily life is becoming more and more prominent, which greatly promoted the development of China＇s sports goods industry. At the same time, the 2008 Beijing Olympic Games, a world of sports feast for the Chinese sporting goods industry has created a good opportunity for the development of the industry. In recent years, with the impact of some international well-known brands on the domestic market,do a good job in brand management, to create a local brand is particularly important. Anta is China＇s sporting goods industry leader in brand management has also made good results, but there are also many problems. Such as brand loyalty and preference is not high, product differentiation and product positioning is not good, the brand image is difficult in the mass sporting goods market. Therefore, Anta needs to do a good job of brand positioning,pay close attention to product quality and enhance brand awareness to improve brand loyalty.