發(fā)布時間：2018-07-10 05:58

  本文選題：迪卡儂 + 高爾夫��； 參考：《北京體育大學(xué)》2014年碩士論文

【摘要】：高爾夫運(yùn)動進(jìn)入中國以來近30年,中國的高爾夫用品市場也隨該運(yùn)動迅速地發(fā)展,北京作為中國高爾夫發(fā)展較好的城市之一,各大高爾夫品牌對北京高爾夫市場都相當(dāng)重視。2006年,迪卡儂高爾夫品牌Inesis也開始進(jìn)軍北京高爾夫市場。本文以迪卡儂高爾夫品牌Inesis在北京地區(qū)的營銷策略為研究對象,運(yùn)用了文獻(xiàn)資料法、問卷調(diào)查法和專家訪談法進(jìn)行研究,期望通過對該品牌的實際情況分析,為這一品牌在北京高爾夫用品市場的發(fā)展提供參考和幫助。 文章首先介紹了營銷策略,同時還對我國高爾夫用品市場的基本情況進(jìn)行了解；然后結(jié)合Inesis的發(fā)展現(xiàn)狀對該品牌進(jìn)行了介紹,通過營銷理論對Inesis北京市場的宏觀、微觀環(huán)境進(jìn)行總結(jié),并用SWOT分析法進(jìn)行分析；最后深入分析了Inesis在北京市場的營銷策略與執(zhí)行。得出以下結(jié)論： Inesis雖然進(jìn)入北京市場的時間較短,但憑借其品牌的實力,結(jié)合了北京當(dāng)?shù)厥袌龅氖袌霏h(huán)境和消費(fèi)者的真實需求,制定了科學(xué)有效的營銷策略,并且最終得到執(zhí)行。企業(yè)以人為本,通過完善的人員管理體系培養(yǎng)適合企業(yè)發(fā)展的人才,使得企業(yè)獲得良性發(fā)展。在北京高爾夫市場中占據(jù)一席之地。 但是,隨著中國高爾夫用品市場的不斷擴(kuò)大,尤其在競爭激烈的北京市場,與各個國內(nèi)高爾夫品牌的也愈演愈烈,Inesis還應(yīng)當(dāng)采取進(jìn)一步戰(zhàn)略來拓展市場,增加品牌在北京占據(jù)的市場份額。這就要求Inesis從消費(fèi)者的需求出發(fā),提升產(chǎn)品的核心競爭力,加強(qiáng)團(tuán)隊建設(shè),同時在價格方面保證最佳的性價比,使得品牌在北京市場立于不敗之地,在與其他高爾夫品牌的競爭中取得優(yōu)勢。
[Abstract]:Since golf entered China nearly 30 years ago, the golf products market in China has also developed rapidly. Beijing is one of the cities with better golf development in China. The Beijing Golf Market has been taken seriously by major golf brands. In 2006, Dikanong Golf brand Inesis also began to enter the Beijing Golf Market. This paper takes the marketing strategy of Dikanong Golf brand Inesis in Beijing as the research object, applies the method of literature, questionnaire and expert interview, and expects to analyze the actual situation of the brand through the analysis of the actual situation of the brand. For this brand in Beijing golf products market development to provide reference and help. The article first introduces the marketing strategy, at the same time, the basic situation of the golf products market in China, and then introduces the brand with the development of Inesis, and through the marketing theory to the macro market of Inesis in Beijing. Finally, the marketing strategy and execution of Inesis in Beijing are analyzed. The following conclusions are drawn: although Inesis entered the Beijing market for a short time, with its brand strength, combined with the market environment of the local market in Beijing and the real needs of consumers, it formulated a scientific and effective marketing strategy. And finally implemented. Human-oriented enterprise, through the perfect personnel management system to train suitable for enterprise development talent, make the enterprise obtain benign development. To occupy a place in the Beijing golf market. However, with the continuous expansion of China's golf products market, especially in the highly competitive Beijing market, and various domestic golf brands are also increasingly growing Inesis, we should also take further strategies to expand the market. Increase brand market share in Beijing. This requires that Inesis, proceeding from the needs of consumers, enhance the core competitiveness of its products, strengthen team building, and at the same time ensure the best price performance in terms of price, so that the brand can remain invincible in the Beijing market. In the competition with other golf brands to gain an advantage.
【學(xué)位授予單位】：北京體育大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.8;G849.3

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 徐明華;基于消費(fèi)者態(tài)度的烏魯木齊馬術(shù)俱樂部服務(wù)產(chǎn)品消費(fèi)決策的研究[D];新疆農(nóng)業(yè)大學(xué);2014年

，

本文編號：2112340