随着国家一系列与中国体育产业有关的重大文件发布，从 2014 那一年起，中国 体育产业出现了欣欣向荣的盛景。全民运动被列入国民幸福产业，运动健身上升到了 顶层国家战略。随着国家运动总局大力地推行全民健身计划，在日常基本生活消费中， 我国体育用品支出已名列全国居民日常消费品支出的前六位。与此同时，我国体育用 品行业的总产值增长呈现出既快且大的趋势。 因此，体育行业规模的扩大为企业发展带来了无限的想象力，然而面对这样一个 巨大且有潜力的市场，如何寻求最佳的产品市场定位，如何把握核心竞争力，如何优 化现有市场营销策略对于各大运动产品企业未来的发展具有重大且深远的意义。 本文以 A 公司现有的全进口模式的运动服饰业务模式为前提，梳理了目前 A 公 司运动服装的经营现状，产品市场定位及营销策略，同时，采用对比研究，深入挖掘 了竞争对手的营销策略。从内由外地分析了 A 公司所处的内外部环境。运用 STP 及 4P 营销理论，分析现有的运动服饰营销策略所存在的问题，针对症结，对症下药， 为 A 公司的新战略提出有针对性的市场营销优化策略。 本文以 A 公司运动服饰的营销策略为研究对象，解决 A 公司运动服饰市场占有 率低，经营乏力，市场认知度低等一系列问题。同时，目前运动服饰已经逐渐从耐用 消费品向快速消费品转型，其产品特性也逐渐向普通服饰靠拢，对于运动服饰的市场 营销策略的研究，也可以为服装行业中其它相似企业或产品提供借鉴。 关键词，运动服饰；产品延伸；4P 营销III Abstract With the release of a series of important documents related to China's sports industry, China's sports industry has seen a boom since 2014. National sports have been included in the national happiness industry, and sports and fitness have been elevated to the top national strategy. As the general administration of sport of China vigorously promotes the national fitness program, the expenditure on sports goods has ranked the first six in the daily consumption of the national residents. At the same time, the total output value of the sports goods industry in China shows a fast and big trend. Therefore, The expansion of sports industry development for the enterprise, therefore, has brought the infinite imagination, however, faced with such a huge and potential market, how to seek the best brand positioning, how to grasp the core competitiveness, how to optimize the existing marketing strategy for each big sports product enterprises has important and deep significance for the development of the future. Based on the existing all-import sportswear business model of company A, this paper summarizes the current operating status, product market positioning and marketing strategies of company A's sportswear. Meanwhile, A comparative study is used to dig into the marketing strategies of competitors. The internal and external environment of company A is analyzed from the inside out. By using STP and 4P marketing theory, this paper analyzes the existing problems of sportswear marketing strategies and proposes targeted marketing optimization strategies for A company's new strategies. This paper takes the sports apparel marketing strategy of company A as the research object to solve A series of problems such as the low market share, weak operation and low market awareness of company A. At the same time, sportswear has been gradually transformed from durable consumer goods to fast moving consumer goods, and its product characteristics are gradually closer to ordinary apparel. The research on the marketing strategy of sportswear can also provide reference for other similar enterprises or products in the apparel industry. Keywords，Sportswear; Product Extension; 4P Marketing目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract ................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 选题背景与研究意义................................................................................................ 1 1.1.1 选题背景............................................................................................................. 1 1.1.2 研究目的............................................................................................................. 3 1.1.3 研究意义............................................................................................................. 3 1.2 国内外研究现状........................................................................................................ 4 1.2.1 国外研究现状..................................................................................................... 4 1.2.2 国内研究现状..................................................................................................... 5 1.2.3 国内外研究现状评述......................................................................................... 6 1.3 研究内容与基本框架................................................................................................ 7 1.3.1 研究内容............................................................................................................. 7 1.3.2 基本框架............................................................................................................. 8 1.4 研究方法与创新点.................................................................................................... 9 1.4.1 研究方法........................................................................................................... 10 1.4.2 创新点............................................................................................................... 10 第 2 章 相关理论概述........................................................................................................12 2.1 STP 理论概述.......................................................................................................... 12 2.1.1 市场细分........................................................................................................... 12 2.1.2 目标市场........................................................................................................... 13 2.1.3 市场定位........................................................................................................... 14 2.2 4P 理论 .................................................................................................................... 15 2.2.1 产品策略........................................................................................................... 16 2.2.2 价格策略........................................................................................................... 16 2.2.3 渠道策略........................................................................................................... 16 2.2.4 沟通策略........................................................................................................... 17第 3 章 A 公司运动服饰外部环境分析............................................................................18 3.1 行业环境分析.......................................................................................................... 18 3.1.1 国内运动用品行业分析................................................................................... 18 3.1.2 国内运动服饰行业分析................................................................................... 19 3.2 主要竞争对手分析.................................................................................................. 21 3.2.1 NK 公司运动服饰营销策略分析 .................................................................... 22 3.2.2 AD 公司运动服饰营销策略分析 .................................................................... 24 第 4 章 A 公司运动服饰营销现状及存在问题分析........................................................27 4.1 A 公司背景与运动服饰业务现状..............................................................