论文总字数：17102字

摘 要

随着社会经济的发展，人们逐渐认识到健康与运动的重要性，体育用品行业也随之呈现出欣欣向荣的趋势。但是如今体育用品企业面临着一个相识的困境，那边是如何在整个行业欣欣向荣时，依据自身发展的实际情况来制定契合自身发展的营销策划策略。现实是我国体育用品行业正面临着例如营销策划策略全面、营销策划意识薄弱等困境。体育用品行业正面临着国内外竞争的巨大压力，在营销策划上夜面临着诸多困境，在这时代背景下，营销策划的创新是其必然的选择。

本论文先是阐述了体育用品行业营销策划的涵义以及特征，并对体育用品行业营销策划的方法以及形式及意义进行了分析。接着文章重点讨论了我国体育用品行业营销策划的困境，先是阐述我国体育用品行业营销策划的发展历程，然后重点分析了我国体育用品行业所面临的困境，包括三个大的方面：一、营销管理上有所欠缺；二、品牌营销策划的意识相对薄弱；三、营销策划创新力不足等。并对于这些暴露出的问题提出了一、加强对于营销策划的管理；二、对营销组织和管理进行变革；三、提升营销策划创新能力等对策及建议。然后本文以耐克为实例，分析了耐克营销策划的发展概况，以及对于营销策划困境所提出的合理化的应对方案，并指出了其所达到的效果。最后对全文进行了简单的总结，并给出对我国体育用品企业的几点启示。

关键词： 体育用品 营销策划 困境 对策

The Difficulties and Countermeasures about Marketing Planning of Sporting Goods Industry

Abstract

Now, more and more people realize the importance of fitness and health, sports goods and present a hot trend. Although the sports goods industry has developed rapidly, but how sports goods enterprises according to their own competition environment to develop suitable marketing planning, become a common problem faced by small and medium-sized sports goods enterprises. The current enterprise in the process of marketing and marketing planning, enterprise concepts backward, the problem of incomplete marketing planning. Sporting goods industry is facing the huge pressure of competition at home and abroad, in the marketing planning a night is facing many difficulties, under the background of the era, the innovation of marketing planning is the inevitable choice.

In this paper, on the basis of summarizing the predecessors' research results to analyze the meaning of the sports goods industry marketing planning and characteristics, and the methods of sporting goods industry marketing planning as well as the form and significance are expounded. First to the development of our country sporting goods industry marketing planning are described, and then analyses the difficulties facing our country sporting goods industry, including three aspects: one, lacking on marketing management. Second, the brand marketing consciousness relatively weak. Three, lack of marketing innovation, etc. And for these problems exposed by the proposed...Such countermeasures and Suggestions. Then based on the analysis of Nike as an example to the development of marketing planning and predicament for marketing planning the proposed rationalization and the effect of the solutions, and finally achieved on domestic sports goods industry marketing planning. Finally, the above research are summarized, and put forward the enlightenment through the conclusion, discusses our country sporting goods industry, how to solve the plight of marketing planning in the current situation.

Key Words：Sports goods ; Marketing planning; Difficulties; Countermeasures

目 录

摘要 I

Abstract II

第一章 绪论 1

1.1 研究背景 1

1.2研究的目的及意义 1

1.3研究的方法 2

1.4 国内外研究现状 2

第二章 体育用品行业营销策划概述 4

2.1营销策划的涵义及特征 4

2.2营销策划的方法 5

2.3营销策划的形式及意义 5

第三章 我国体育用品行业营销策划的困境分析 7

3.1营销策划的发展概况 7

3.2营销策划的困境分析 7

3.3基于体育用品行业营销策划困境的对策及建议 9

第四章 耐克案例分析 11

4.1耐克营销策划的发展概况 11

4.2耐克营销策划的困境 11

4.3耐克营销策划的应对方案及效果 12

第五章 结论与启示 15

5.1结论 15

5.2对我国体育用品行业的启示 15

结束语 16

参考文献 17

第一章 绪论

1.1 研究背景

随着“全民健身”的提出，越来越多的人投身到体育锻炼中去。08年奥运会的举办，更是将国民对于体育运动热情推至顶峰。国民在体育用品上的支出在日常消费中的比重也是日益增加。因此，随着人们对于体育运动的投入必然会越来越多，体育用品行业也呈现火爆的趋势。而随着国民对于体育上支出的增加,首先带动的就是体育用品行业。^[1]

我国体育事业的蓬勃发展也带动了我国体育用品行业高速发展，总产值和销售额年年递增，在GDP中的占比也是日益增加，甚至在国际体育用品市场上，我国的市场份额也很大。目前，我国的体育用品市场还是潜力十足，发展空间巨大。据担任中国国家体育总局体育器材装备中心主任、中国体育用品联合会秘书长马继龙介绍，目前中国的体育器材、服装等体育用品的产量至少占全球产量的60%以上。^[2]

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