安踏的营销策略

安踏的营销策略：一、是以赞助国家的主流赛事CBA、CUBA，以及COC战略为主线以中国的体坛明星各种体育赛事及运动队多样的赞助活动为辅助二、是以CCTV-5为传播中心，以及各级省级卫视、门户网站、户外广告为补充的广告投放方式。下面从赞助、形象代言人、国际品牌的收购和品牌精神四个方面来具体说明安踏的品牌战略。 1．体育赛事赞助 2 .形象代言人 3.收购国际品牌 4.蕴含的品牌精神 注意：安踏主要从事运动休闲系列产品(运动鞋、运动服、休闲运动鞋、休闲运动服为主)的生产和销售，目前该系列产品在市场营销方面遇到一些问题。随着运动休闲产品市场竞争的日益白热化，为了解决安踏在营销方面的迷茫，找准安踏的发展方向，只有突破以往营销模式的思维定势，重新认识现代竞争的实质，确立基于整体竞争的营销观念。

ANTA Sports Products Limited, referred to ANTA Sports.Anta, a brand of sports shoes in China private enterprises, the main design development are manufacture and sale of sportswear, including the "Anta" brand campaign footwear and clothing. Company established in 1994 and headquartered in Jinjiang, Fujian, Chairman Mr. Ding Shizhong. ANTA Sports in 2007 at the Hong Kong Stock Exchange, HK $ 5.28 offer price, and by the U.S. NBA basketball team the Houston Rockets class teacher Leslie Lee Alexander shares. Listed on the first day closing price was HK $ 7.5, compared with 42% offering the highest bid. In 2009, ANTA Sports FILA to the acquisition of Belle International in China, Hong Kong and Macau distributor.

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