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目前体育用品市场的产品同质化日趋严重的现状,与体育用品目标客户群体日益增强的个性化多样化需求形成了严重的对峙和矛盾关系,差异化成为体育用品营销创新的重要手段和途径。本文首先分析了新形势的基本特征及其对于体育用品差异化营销创新的作用意义和要求,接着重点指出了目前体育用品差异化营销创新中存在的问题,即对于差异化营销创新策略缺乏战略高度和层面的确认、体育用品的产品结构和产品组合缺乏差异化、体育用品营销渠道的建设缺乏差异化以及体育用品的市场定位和价格策略缺乏差异化等问题,在对这些问题进行分析的基础上,结合相关营销创新知识,提出了新形势下基于差异化的体育用品营销创新的建议和对策。
At present, the homogenization of the products in the sporting goods market is becoming more and more serious, which has formed a serious confrontation and contradiction with the increasing individualized and diverse needs of sportswear target customers. Differentiation has become an important means and means of marketing innovation of sporting goods. This paper first analyzes the basic characteristics of the new situation and its significance for sporting goods differentiated marketing innovation significance and requirements, followed by the focus of the current differential sporting goods marketing innovation that exists in the problem, that is, for the lack of strategic differentiation of innovative marketing strategy And the level of recognition, the lack of differentiation of product mix and product mix of sporting goods, the lack of differentiation of the sports product marketing channels and the lack of differentiation of the market positioning and price strategy of sporting goods. Based on the analysis of these issues , Combined with the relevant marketing innovation knowledge, puts forward the suggestions and countermeasures based on the differentiated marketing innovation of sporting goods under the new situation.