安踏公司国际化经营难点与对策

安踏公司国际化经营难点与对策(论文10000字)
摘要把国际化之路走的更远，可能是所有中国民营企业和民族品牌追求的终极目标。目前，尽管安踏集团的国际化市场已经打开,但由于其品牌国际化起步较晚，品牌的国际化道路仍然显得很漫长。笔者分析了安踏在国际化发展过程中遇到的困难发现，随着体育休闲产品市场竞争的不断加剧，要想突破竞争的围墙，必须要打破和创新营销思维模式，理解现代市场竞争的实质是建立在整体竞争基础上的营销模式竞争。因此，本文着重分析了安踏的营销现状，发现其存在的问题，然后运用SWOT分析方法对安踏集团进行了战略分析，并提出了安踏的营销战略和策略，以及其加强品牌传播的对策与建议。

关键词：国际化经营  SWOT分析  营销对策

AbstractTaking the road of internationalization further may be the ultimate goal pursued by all Chinese private enterprises and national brands. At present, although the international market of Anta Group has been opened, the road of brand internationalization is still very long because of its late start of brand internationalization. If we want to break through the wall of competition, we must break and innovate the marketing thinking mode, and understand that the essence of modern enterprise and brand competition is the marketing mode based on the overall competition. Therefore, this paper focuses on the analysis of Anta's marketing status, find out the difficulties in the market, and then use SWOT analysis method to carry out a strategic analysis of Anta Group, and put forward Anta's marketing strategy and strategy, as well as its countermeasures and suggestions to strengthen brand communication.
Key words:internationalization；market competition；SWOT analysis；marketing status
 
目录
1.绪论    1
1.1选题背景    1
1.2研究目的和意义    1
1.3研究方法    2
2.安踏公司的基本情况    2
2.1安踏公司的简介    2
2.2 安踏的公司的经营状况    3
3.安踏公司SWOT分析    4
3.1品牌优势    4
3.2安踏劣势分析    4
3.3安踏机会分析    5
3.4威胁    5
4.安踏公司品牌的国际化策略分析    6
4.1提高产品研发和设计打造高识别度的品牌    6
4.2明星效应和商业赞助提高品牌知名度    7
4.3价值零售”提升消费体验    8
4.4收购国际化品牌，加快国际市场    9
5.安踏国际化改进建议和对策    10
5.1完善经营团队    10
5.2提高品牌创新能力    11
5.3建立品牌文化    11
5.4深度分析市场合理定位    11
总结    12
参考文献    13
致谢    14