臺灣運動用品行銷策略分析－以adidas為例

現今國人的健康意識的抬頭以及教育部體育署推行運動，包括運動人口倍增計畫，使得大家對於運動用品的需求逐漸增加，在運動用品產業競爭激烈的環境中，運動用品商應該使用何種行銷策略，以提升市占率或保持著領先位置。本研究目的在於探討目前運動用品的消費趨勢下分析探討adidas的行銷策略。透過採用文獻分析法，蒐集相關學者與專家所發表的文獻作推論為依據，並將所蒐集到的資料加以整裡、歸納、分析，解釋本研究相關討論課題，針對adidas在臺灣使用的行銷策略進行SWOT分析與4P分析。歸納結果發現adidas的優勢亞洲地區組織整合、品牌的再造效果、不同的概念融入媒體當中、跨領域的合作、對於女性運動重新定義；劣勢在於組織的溝通不良、缺乏線上購物的服務、廣告說服力不佳。因此本研究認為adidas利用自我的優勢以及外在環境的機會發展出的行銷策略，依據產品的優勢搭配媒體的特性並且依據產品生命週期的訂價方式發展出一套行銷策略，最後adidas藉由三種不同品牌所創造出來的目標消費者，能使用的行銷手法更為多元，除了讓消費者受惠，也突顯了adidas的地位，形成雙贏的結果。

關鍵字

運動用品； adidas ；運動行銷

並列摘要

Nowadays people are conscious of importance of health; meanwhile, a series of health-conscious projects has been heavily promoted by government. This results in a increase in the number of people participating in sports. The trend on sports increase in the demand for casual and sporty styles that are popular rencently has caused the sports industry to flourish. The main objective of this research focuses on the analysis of the marketing strategies in sports industry which taking ADIDAS for example. To explore the issue how marketing strategies lead company to create profits in the competitive environment, the major reasearch method is document analysis and also with the analysis of SWOT and 4P to discuss marketing cases in Taiwan. We expect to have a completed understanding to this topic and a furthur utilization study for relevent researches. After the statistic analysis comes out the following conclusion: The strength of ADIDAS is in reengineering organiztions in Asia region, the cross-disciplinary cooperation and to redefine the orientation to female image in sports. The weakness is in the aspect of organization for miscommunication, bing lack of the online shopping service, and insufficient persuasion in advertising. Based on the strengthes and the opportunities, ADIDAS develops three kinds of different brand images to attract target cosumers. The muitiple marketing not only benefits to cosumers but enhances the competitive capabilities to company which occupies an important portion in sports indusry these years.

並列關鍵字

Sporting goods ； adidas ； Sports marketing

國際替代計量

臺灣運動用品行銷策略分析－以adidas為例

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