冬奥会后安踏的战略分析与设计

Anta Strategy Analysis and Design after Winter Olympic

2022年北京冬奥会服装赞助商安踏,设计的冬奥服装让观众眼前一亮。安踏作为官方体育服装合作伙伴,为赛事的志愿者和运动员打造了制服装备,“黑科技”神秘感和品牌超强的炽热科技加持,功能性、民族性和艺术性的结合,将该品牌推上一个新高度。处于国内体育用品行业领先地位的安踏,一直密切关注市场环境以及消费者需求的变化,由于及时调整自身战略,使得其在品牌竞争中脱颖而出。因此,本文选取安踏为研究对象,分析其外部、内部环境,并制定出适合安踏未来发展的战略实施措施:进军体育服务业;将智能制造、大数据、人工智能等新兴技术加入产品的设计,追求高质量发展;将体育设施的建立加入其未来的发展战略中。

Anta,the sponsor of the 2022 Beijing Winter Olympics,has designed clothes for the games to wow the audience.As the official sports apparel partner,Anta created uniform equipment for the volunteers and athletes of the event.The mysterious sense of“black technology”and the brand’s super hot technology support,the combination of functionality,nationality and artistry pushed the brand to a new height.Anta,a leading company in the domestic sporting goods industry,has always paid close attention to the changes in the market environment and consumer demand,adjusted its strategy in time,and made it stand out from the competition.Therefore,anta is selected as the research object,analyzes its external and internal environment,and makes strategic implementation measures suitable for anta’s future development:entering the sports service industry;Intelligent manufacturing,big data,artificial intelligence and other emerging technologies into the design of products,the pursuit of high-quality development;The establishment of sports facilities will be added to its future development strategy.The analysis of multiple influencing factors is aimed at helping the development of Anta Group.