台灣慢跑運動鞋行銷模式探討 ~以PUMA Mobium系列上市經驗為例~

Abstract

本論文係針對台灣慢跑運動鞋行銷模式作分析，並以PUMA Mobium系列上市成功經驗為研究個案，深入探討台灣慢跑運動風氣的形成與相關運動品牌在此領域的經營概況。其中包含了來自美國的品牌Nike及New Balance，德國的PUMA及Adidas，和日本的Mizuno及Asics。最後，特別針對PUMA Mobium跑鞋上市時的行銷操作做完整詳盡的介紹，找出促成此次上市活動的關鍵成功因素(KSF)。此研究係透過STP(市場區隔、目標市場選擇與定位)、產品4P策略 (產品、定價、通路、推廣)、波特五力分析作為探討架構，尋找關鍵成功因素。對於運動品牌產品之目標市場定位作有系統的區隔後，針對每群組消費者作出較細部的「需求分析」；另一方面，品牌在推出新商品時，常利用「競爭分析」來思考該商品在產業的競爭強度與競爭態勢，本研究採用波特五力模型作為品牌競爭分析之架構。經由上述的「需求分析」與「競爭分析」歸納出運動鞋產業關鍵成功因素；同時，再從傳統行銷4P中找出成功上市所採取的行銷策略。經過本研究分析結果，得出五項影響本個案慢跑運動鞋市場的關鍵成功因素：(一) 品牌力所帶來的消費者認同、(二) 獨特創新的商品力、(三) 正確的市場定位、(四) 行銷4P的完美整合、(五) 天時地利順勢而為。

The purpose of the following Research is to analysis the marketing model for Taiwan running shoes through PUMA Mobium launch campaign as the best practice. The study has analyzed the reasons of popular running trend in Taiwan and how Sports Brands like Nike and New Balance from USA, PUMA and Adidas from Germany, and Mizuno and Asics from Japan to develop their running business in Taiwan. This study also introduced PUMA Mobium running shoes launch campaign and has defined the key successful factors by utilizing STP, 4P strategy, and Porter’s Five Forces as research structure. It takes approach from “Demand Analysis” to position the product target market and to find demand details of different consumer groups. Meanwhile, from “Competition Analysis” to probe Brands competition by using five forces model to define competitions in sport Industry and competitive advantage when launching new product. The key successful factors concluded from both analyses are 1.) high Brand recognition, 2.) product uniqueness, 3.) precise position, 4.) 4P strategies seamless integration, and 5.) follow the trend.