摘 要

随着市场经济的发展和对外开放的扩大，中国运动品牌的市场随着大量高端的国际运动品牌涌入和消费群体的扩大，导致我国本土品牌占比份额逐渐下降。而目前大多数的消费群体会根据品牌的知名度来选择所需产品，市场竞争越来越表现为品牌的竞争。安踏运动品牌在这个竞争激烈市场上应该要如何赢得更大的市场份额，提升品牌知名度是当前所必须要面临的难。本文首先对品牌营销策略相关理论进行了综述， 接下来安踏运动品牌的营销策略进行了分析，指出了安踏集团在进行品牌营销策略中存在的问题并提出相对应的解决措施。

关键词：安踏；品牌；品牌营销；营销策略；

Abstract

With the development of market economy and the expansion of opening to the outside world, the market of Chinese sports brands has gradually declined with the influx of a large number of high-end international sports brands and the expansion of consumer groups. At present, most of the consumer groups will choose the products according to the popularityof the brand, and the market competition is more and more reflected in the brand competition. Anta sports brand in this competitive market should be how to win a larger market share, improve brand awareness is the current must face the difficulty. This paper first summarizes the relevant theories of brand marketing strategy,which lays a good theoretical foundation for the formulation of Anta sports brand marketing strategy. Then it analyzes the marketing strategy of Anta sports brand,points out the problems existing in the brand marketing strategy of Anta Group and puts forward corresponding solutions.

Keywords: Anta；Brand marketing；Sporting goods；Marketing strategy