品牌策略績效之分析－愛迪達為例

The Performance Analysis of Adidas's Brand Strategies

邱心怡(Xin-Yi Qiu) ； 林書賢(Shu-Shian Lin) ； 夏青雲(Qing-yun Xia)

《會計與財金研究》 10卷2期 (2017/09) Pp. 99-124

https://doi.org/10.6735/JAFD.201709_10(2).0005

摘要

世界經濟的發展，提高人們生活水準，追求更有品質的生活，這也是為什麼人們更關心自身健康問題更注重運動的原因。近年來世界範圍內全民運動的興起，進而運動產品行業蓬勃發展，本文筆者通過運用PEST就愛迪達國際宏觀大環境進行了分析，用SWOT分析法來深度解析愛迪達企業內外部的優劣勢和機遇威脅。然後就愛迪達的產品策略和品牌策略方面展開分析，探索出愛迪達的品牌策略對其企業成功的重要意義。最後，總結全文分析愛迪達企業所採取的品牌策略分析是企業成功的重要因素，且愛迪達的品牌策略分析對中國運動品牌建設有借鑒意義。

關鍵字

愛迪達 ； 品牌 ； 品牌策略

並列摘要

The development of the world economy, promote the improvement of people's living standards, the pursuit of a better quality of life, more and more people began to care about self health of the body, the rise of national sport in the world in recent years, the sports products industry is booming, the author through the use of PEST in Adidas international macro environment are analyzed, in order to analyze Adidas their advantages and disadvantages and the external environment of the enterprise to take the opportunity and threats of SWOT analysis. Then the Adidas product strategy and brand strategy development analysis, explore the Adidas brand strategy for the success of the enterprise again Want meaning Finally, the summary of the full text of the analysis of Adidas's brand strategy is an important factor in the success of the enterprise, and Adidas's brand strategy analysis of China's sports brand construction of reference.

並列關鍵字

Adidas ； brand ； brand strategy

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