透过棱镜看安踏奥运营销策略

ANTA Olympic Marketing Strategy through the Prism

随着北京冬奥会的成功举办,冰雪运动在我国掀起了巨大的热潮。从2009年开始至今,作为北京冬奥官方合作伙伴以及国际奥委会官方体育服装供应商的安踏连续7届作为中国奥委会官方合作伙伴,与中国奥运代表团一起走过了3届夏季奥运会、3届冬季奥运会,累计为28支中国国家队打造奥运比赛装备和领奖服,这让安踏成为为国家队打造奥运装备最多的中国本土运动品牌。文章选取安踏品牌作为研究对象,透过棱镜看其奥运营销策略,基于4P理论浅析安踏的奥运营销现状及其成功的原因,希望对其他体育品牌有所启示。

With the successful holding of the Beijing Winter Olympics,ice and snow sports have set off a huge upsurge in China.Since 2009,as the official partner of the Beijing Winter Olympics and the official sports clothing supplier of the International Olympic Committee,ANTA has walked through 3 Summer Olympic Games and 3 Winter Olympic Games with the Chinese Olympic delegation for 7 consecutive years,and has built Olympic equipment and medal collection uniforms for 28 Chinese national teams,which has made ANTA a Chinese local sports brand with the most Olympic equipment for the national team.Therefore,this paper selects the ANTA brand as the research object,looks at its Olympic marketing strategy through the prism,analyzes the current situation of ANTA’s Olympic marketing and the reasons for its success based on the 4P theory,to enlighten other sports brands.