篮球鞋品牌策划书

篮球鞋品牌策划书 + 某公司篮球鞋品牌策划书 专业班级学号: 营销拓展S13-1-07 项目目:篮球鞋品牌策划书 姓 名: 郑礼 任课老师: 王晋老师 practice activities implementation programme, and XX town party leadership party of mass line education practice activities rectification programme, and XX town carried out four wind aspects highlight problem special regulation implementation programme and XX town system construction plans,. One is to pay special attention to education. A party Lecture with 71 for all party members and cadres education, organizations watch anti-corruption warning education propaganda, promoting seven special and 9+1+X problems of rectification, Enhance the awareness of all the party members and cadres and the sense, honesty in politics and corruption of immunity. Second, well check the urge. Efforts to increase the annual implementation of the supervision to ensure completion of the various tasks. Third, conscientiously implement the Central, provincial, municipal and County requirements. All party members and cadres and workers to improve the style of work of the Organization, and strive to improve the level of services and service for the masses. Four are in strict accordance with the Central eight regulations and requirements set out in provincial, city and County of ten, resolutely eliminate and prevent expensive recreational activities and entertainment, such as during the holiday season. Five is the renovation of office space. In accordance with the requirements for Office space over standard treatment. Town check the swing team issue 12, make the action 35, carefully check the system, develop and improve the system 8. (D) three 篮球鞋品牌策划书 目录 前言: ............................................................................................................................. 2 1.1企业宏观环境: .................................................................................................. 3 1.2行业分析: ......................................................................................................... 3 1.3企业状况分析: .................................................................................................. 3 1.4消费者的分析: .................................................................................................. 4 1.5品牌竞争状况分析: .................................................................................................. 4 2.品牌识别元素:............................................................................................................ 4 2.1品牌名称: ................................................................................................................. 4 2.2品牌标志: ................................................................................................................. 4 2.3色: ................................................................................................................... 5 2.4口号: ................................................................................................................ 5 2.5代言人: ................................................................................................................... 52.6象征物: ................................................................................................................... 5 3.品牌策略:................................................................................................................... 5 3.1合作品牌策略: ......................................................................................................... 5 3.2 企业营销目标: ........................................................................................................ 6 前言: 体育用品行业持续了前几年的下行趋势已开始出现抬头 迹象。据了解～目前中国市场～有将近30个较为知名的运动品 牌在竞争～再加上不知名的品牌～共有上百个运动品牌在争夺市 场。为了推广该CBA签名版篮球鞋～提高其美誉度和销售量～进 行了一次策划。 。 practice activities implementation programme, and XX town party leadership party of mass line education practice activities rectification programme, and XX town carried out four wind aspects highlight problem special regulation implementation programme and XX town system construction plans,. One is to pay special attention to education. A party Lecture with 71 for all party members and cadres education, organizations watch anti-corruption warning education propaganda, promoting seven special and 9+1+X problems of rectification, Enhance the awareness of all the party members and cadres and the sense, honesty in politics and corruption of immunity. Second, well check the urge. Efforts to increase the annual implementation of the supervision to ensure completion of the various tasks. Third, conscientiously implement the Central, provincial, municipal and County requirements. All party members and cadres and workers to improve the style of work of the Organization, and strive to improve the level of services and service for the masses. Four are in strict accordance with the Central eight regulations and requirements set out in provincial, city and County of ten, resolutely eliminate and prevent expensive recreational activities and entertainment, such as during the holiday season. Five is the renovation of office space. In accordance with the requirements for Office space over standard treatment. Town check the swing team issue 12, make the action 35, carefully check the system, develop and improve the system 8. (D) three 1. 市场环境分析: 1.1企业宏观环境: 2005年率先在国内成立了体育用品行业的第一家运动科学实验室～致力于运动力学的研究～共获得多项国家级专利～并成为体育用品行业标准的制定者之一 1.2行业分析: 在2015年-2020年期间～国内运动品牌行业还将迎来高增长期～但在此之前～都将处于调整转型状态～本土运动品牌需借机转型。现有本土品牌急需从粗放式变为精细化运营～加强市场反应～明确产品定位～加强对新一代80后、90后消费者消费习惯的洞察和把握。但在二三线市场上～知名度高的球鞋～市场上少～所以市场份额大～市场的前景较广阔。 1.3企业状况分析: 某公司是中国一家知名的品牌体育用品企业～主要设计、开发、制造及销售运动服饰～包括A品牌的运动鞋类及服装。公司用20年的时间积累下来一套充满本土特色并且适合自身发展的“实用至上”论～并且～在这套方法论的指导下～逐步从偏安一隅的区域品牌成长为新的行业领袖。 practice activities implementation programme, and XX town party leadership party of mass line education practice activities rectification programme, and XX town carried out four wind aspects highlight problem special regulation implementation programme and XX town system construction plans,. One is to pay special attention to education. A party Lecture with 71 for all party members and cadres education, organizations watch anti-corruption warning education propaganda, promoting seven special and 9+1+X problems of rectification, Enhance the awareness of all the party members and cadres and the sense, honesty in politics and corruption of immunity. Second, well check the urge. Efforts to increase the annual implementation of the supervision to ensure completion of the various tasks. Third, conscientiously implement the Central, provincial, municipal and County requirements. All party members and cadres and workers to improve the style of work of the Organization, and strive to improve the level of services and service for the masses. Four are in strict accordance with the Central eight regulations and requirements set out in provincial, city and County of ten, resolutely eliminate and prevent expensive recreational activities and entertainment, such as during the holiday season. Five is the renovation of office space. In accordance with the requirements for Office space over standard treatment. Town check the swing team issue 12, make the action 35, carefully check the system, develop and improve the system 8. (D) three 1.4消费者的分析: 消费者人群大多数是 热爱运动～要求穿着舒适、休闲的学生群体和忠实的球迷们～年龄大概在16到30岁。他们追求品牌～追求时尚～追求～一般体育用品要求穿着是舒适～质量好～款式新颖～价格适中。满足不同消费者的需求。 1.5品牌竞争状况分析: 目前中国市场～有将近30个较为知名的运动品牌在竞争～再加上不知名的品牌～共有上百个运动品牌在争夺市场。市场竞争压力大～而且知名度高～市场占有率大。 2.品牌识别元素: 2.1品牌名称: 中文名:捷足 含义:捷足先登。英文 自己民族的品牌专业篮球鞋～一定会超过国际品牌的篮球鞋。而且鞋的附着力性强～具有强的超强柔韧力和耐磨力。 2.2品牌标志: 采用行楷～把Z印在鞋子的表面。 practice activities implementation programme, and XX town party leadership party of mass line education practice activities rectification programme, and XX town carried out four wind aspects highlight problem special regulation implementation programme and XX town system construction plans,. One is to pay special attention to education. A party Lecture with 71 for all party members and cadres education, organizations watch anti-corruption warning education propaganda, promoting seven special and 9+1+X problems of rectification, Enhance the awareness of all the party members and cadres and the sense, honesty in politics and corruption of immunity. Second, well check the urge. Efforts to increase the annual implementation of the supervision to ensure completion of the various tasks. Third, conscientiously implement the Central, provincial, municipal and County requirements. All party members and cadres and workers to improve the style of work of the Organization, and strive to improve the level of services and service for the masses. Four are in strict accordance with the Central eight regulations and requirements set out in provincial, city and County of ten, resolutely eliminate and prevent expensive recreational activities and entertainment, such as during the holiday season. Five is the renovation of office space. In accordance with the requirements for Office space over standard treatment. Town check the swing team issue 12, make the action 35, carefully check the system, develop and improve the system 8. (D) three 2.3标准色: 以红色为主色～象征热情朝气。 2.4设计口号: 有你～捷足先登。 2.5代言人: 易建联 ,中国出色的篮球运动员～年轻～富有朝气。, 2.6象征物: 一个长着翅膀的篮球～展翅高飞。 3.品牌策略: 3.1合作品牌策略: 该球鞋为了更好的推广自己CBA签名版的篮球鞋～可以考虑与某品牌篮球进行合作～吸引消费者的目光增加其美誉度和知名度～提高销量。 practice activities implementation programme, and XX town party leadership party of mass line education practice activities rectification programme, and XX town carried out four wind aspects highlight problem special regulation implementation programme and XX town system construction plans,. One is to pay special attention to education. A party Lecture with 71 for all party members and cadres education, organizations watch anti-corruption warning education propaganda, promoting seven special and 9+1+X problems of rectification, Enhance the awareness of all the party members and cadres and the sense, honesty in politics and corruption of immunity. Second, well check the urge. Efforts to increase the annual implementation of the supervision to ensure completion of the various tasks. Third, conscientiously implement the Central, provincial, municipal and County requirements. All party members and cadres and workers to improve the style of work of the Organization, and strive to improve the level of services and service for the masses. Four are in strict accordance with the Central eight regulations and requirements set out in provincial, city and County of ten, resolutely eliminate and prevent expensive recreational activities and entertainment, such as during the holiday season. Five is the renovation of office space. In accordance with the requirements for Office space over standard treatment. Town check the swing team issue 12, make the action 35, carefully check the system, develop and improve the system 8. (D) three 3.2 企业营销目标: 为了更好的推广该产品～提高其美誉度～从 而提高其销售量。 practice activities implementation programme, and XX town party leadership party of mass line education practice activities rectification programme, and XX town carried out four wind aspects highlight problem special regulation implementation programme and XX town system construction plans,. One is to pay special attention to education. A party Lecture with 71 for all party members and cadres education, organizations watch anti-corruption warning education propaganda, promoting seven special and 9+1+X problems of rectification, Enhance the awareness of all the party members and cadres and the sense, honesty in politics and corruption of immunity. Second, well check the urge. Efforts to increase the annual implementation of the supervision to ensure completion of the various tasks. Third, conscientiously implement the Central, provincial, municipal and County requirements. All party members and cadres and workers to improve the style of work of the Organization, and strive to improve the level of services and service for the masses. Four are in strict accordance with the Central eight regulations and requirements set out in provincial, city and County of ten, resolutely eliminate and prevent expensive recreational activities and entertainment, such as during the holiday season. Five is the renovation of office space. In accordance with the requirements for Office space over standard treatment. Town check the swing team issue 12, make the action 35, carefully check the system, develop and improve the system 8. (D) three