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安踏品牌以超越常规的速度迅速成长,并成为中国体育用品行业的标志性企业,与其关键时期的战略抉择,尤其是品牌精神的塑造有着密不可分的关系。在营销策略和沟通策略上,安踏都做出了适合品牌特点的决策。其营销战略对其他企业的营销战略选择有着一定的借鉴和参考价值。
The Anta brand has grown rapidly beyond the normal pace and has become a landmark company in the Chinese sportswear industry. It is inextricably linked to strategic choices in key periods, especially the shaping of brand spirit. In terms of marketing strategy and communication strategy, Anta has made decisions that suit the characteristics of the brand. Its marketing strategy has certain reference and reference value for other companies’ marketing strategy choice.