運動品牌建立品牌形象之過程及行銷概念之研究以阿迪達斯為例

阿迪達斯（adidas）如何建立其品牌形象，並且如何運用行銷概念表現出獨特風格為本研究之主要目的。本研究亦包含三項次要研究目的，第一是從經營者的角度瞭解運動品牌所欲傳達的品牌形象意涵、其二為探討阿迪達斯在台灣地區的品牌形象發展趨勢、最後為探討阿迪達斯在台灣地區的行銷概念與策略。本研究採質化研究，研究對象為阿迪達斯台灣地區行銷主管，並採用深度訪談法收集資料。研究結果顯示：1.阿迪達斯在專業運動遭受到瓜分後，陸續推出其他整合流行時尚且具有特色的品牌系列，不僅整合了品牌精神也提供消費者更多元的選擇；2.希望透過把不可能變成可能這樣的口號使用於運動選手上取得好的佳績，提供不一樣的感受給消費者；3.選擇明星擔任代言人，使大部份的消費者因為代言人進而深入了解品牌，提高了品牌的曝光度。並且逐漸重視女性休閒運動。4. 整合行銷通路，使用相同的視覺設計，使消費者不論是在直營店或是加盟店所感受到的服務一致性。

關鍵字

品牌；品牌行銷；品牌形象；行銷策略

並列摘要

The study aims at investigating how the Adidas franchise (Adidas) establishes its brand image and how marketing strategies are been implemented to exhibit its exclusive characteristics. There are three secondary research objectives; first, to explore the implications of brand images of athletic products from the operators' aspect. Second, to explore the developmental trend of brand images of Adidas in Taiwan; and, finally, to explore the marketing concepts and strategies applied by Adidas in Taiwan. Qualitative research method is adopted in the study; the research subject consists of managers of the marketing department of Adidas in Taiwan, and the data collection process is implemented with the in-depth interview approach. The results are described as the following. 1. As a result of the market of professional sports has been divided by other competitors, Adidas has continually established multiple lines of collections that integrating fashion trends and characteristics; 2. Adidas attempts to promote diverse experience to the consumers through the slogan of ”Impossible is Nothing” that is used to encourage athletes to achieved better performance; 3. to invite celebrities to represent the brand in order to encourage consumers to gain more acquaintance with the brand, and to promote the publicity of it as well; 4. To integrate the distributors by creating conformity in the visual designed advertisement to provide consumers consistent experience in not only the direct selling stores but also the franchise stores.

並列關鍵字

Brand ； branding marketing ； brand image ； marketing strategy

國際替代計量

運動品牌建立品牌形象之過程及行銷概念之研究以阿迪達斯為例

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