数字经济背景下体育品牌网络营销策略分析——以准者体育为例
Research on the Network Marketing Strategy of Sports Brand Under the Background of Digital Economy——A case study of Zhunzhe Sports
郜春霞 1蔡嘉鑫 2张惟泯 1娄少锋3
作者信息
- 1. 南昌职业大学,江西 南昌 330500
- 2. 湖南理工学院,湖南 岳阳 414006
- 3. 北京万国天骐体育股份有限公司,北京 100089
- 折叠
摘要
通过对准者体育公司进行PEST和SWOT分析发现,准者体育公司在网络营销中存在产品形式单一、缺乏行业内爆品、市场定位过高、品牌定价高于消费者心理等问题.因此,准者体育需紧跟时代潮流,通过网络互动手段促进品牌传播;借助新媒体构建高效的网络推广体系,以形成相互促进的影响力;统一线上线下品牌定价策略;强化产品质量监控,并丰富产品种类,从而提升品牌知名度.
Abstract
By PEST and SWOT analysis against Zhunzhe Sports,it is found that the company has some prob-lems in online marketing,such as less diversified product forms,lack of best-sellers,over positioning,and brand pricing higher than that expected by consumers.To address these problems,Zhunzhe Sports needs to keep up with the trend of the times and promote brand communication through online interaction;build an efficient network pro-motion system with the help of new media to form a mutually reinforcing influence;unify online and offline brand pricing strategies;strengthen product quality control,and diversify the variety of products,so as to enhance brand awareness.
关键词
数字经济/体育品牌/营销策略/SWOT分析/PEST分析Key words
digital economy/sports brand/marketing strategies/SWOT analysis/PEST analysis引用本文复制引用
出版年
2024
NETL
NSTL
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