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随着2007年女足世界杯、2008年奥运会、2010年亚运会主办权相继花落中国,一场争夺中国运动鞋市场霸主地位的战争已经悄然开始。2005年,国际运动鞋品牌在中国大展攻势,阿迪达斯以约8000万美元的代价成为北京2008年奥运会合作伙伴后,又用2亿元人民币包装中国排球队;就连陷入招商困境的中超联赛,也引来耐克的400万元人民币慷慨输血。面对来势凶猛的国际品牌,中国鞋王双星不甘示弱,欲分高端市场一杯羹。22年间,双星从一个名不见经传的解放鞋生产老厂-跃发展成为目前世界上生产规模最大的制鞋企业之一,双星鞋连续15年荣列全国同类产品销量第一。双星是如何完成了从品牌经营到经营品牌的“华美转身”?双星的亲惰营销又给中国制鞋业带来了哪些思考呢?
With the 2007 World Cup of women’s football, the 2008 Olympic Games, the 2010 Asian Games have been blossoming in China, a battle for the dominant position in China’s sports shoe market has quietly begun. In 2005, the international sports shoes brand exhibition in China offensive, Adidas to about 80 million US dollars to become the Beijing 2008 Olympic Games partner, with 200 million yuan to pack the Chinese volleyball team; even trapped in investment predicament of the Super League, Nike also attracted 4 million yuan generous blood transfusions. In the face of fierce international brand, China Shoes Wang Bin unwilling to show weakness, like a share of the high-end market. 22 years, Double Star from a little-known Jiefang Xie old factory production - to develop into the current production scale of the world’s largest shoe-making enterprises, binary shoes for 15 consecutive years ranked first in sales of similar products. Double Star is how to complete from the brand management to the brand “gorgeous turn”? Double star of indolent marketing to the Chinese footwear industry what thinking?