摘要：《2010-2013年中国运动服装市场预测与投资前景分析预测报告》中数据显示:运动休闲服装是服装类商品中销售增长最快的产品。无论是国内人民生活水平提高，消费购买力的增强，还是因奥运会的契机推动，运动服饰已经成为中国服饰（产品）的最大产品种类，而其中耐克公司稳定地领跑整个市场，其份额却只占3.8%，其他品牌所占市场份额则更小。因此，众多运动服装品牌仍将面临一些不可避免的挑战，即如何在一个已经成熟的市场中做进一步的细分并争取到更多份额。在运动服装巨头中，阿迪达斯紧随耐克之后，其知名度和品质并不亚于耐克产品，但旗下新推出的运动休闲品牌NEO却在市场上遇冷，其在中国市场甚至一线城市的知名度都不是很高，在如此激烈的市场环境中品牌的竞争力自然就被竞争品牌所削弱。因此，本论文将对讨论如何使得新品牌NEO快速的进入目标消费细分市场，并提高其品牌知名度从而提升品牌价值等进行分析，并为NEO设计一个整合沟通营销方案。
关键词：运动服装 品牌知名度 沟通营销方案
Abstract：The statistics in the <2010-2013 China Sportswear market forecast and investment analysis report> has showed us that sportswear and casual wear’s sales growth is the highest in the clothing category. However, with the improvement of national citizens’ life level and purchase power, or the impulse opportunity to the Olympic Games, sports cloth industry has been the biggest segment market in the Chinese sports cloth market. Therefore, we have found that Nike is steadily leading the whole market, but its market share is only 3.8%. At the same time, there is no doubt that others brand might own the few share in the market. So, many sports brands are still facing an inevitable challenge, that is how to segment market further and get more shares in this mature market. Among the leading companies of sports industry, Adidas stands the secondary rank after Nike, its reputation and quality also as good as Nike. Nonetheless, its new brand NEO has meeting the cold response in the market, its brand competitiveness must be weaken by other competitors in such fierce market. Therefore, this thesis will discuss and analysis that how to help a new brand enter the target market quickly and improve its brand awareness, brand value and something else. Also design an active integration communication plan for NEO.
Key word：Sportswear Brand awareness Communication marketing strategy
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