運動品牌行銷策略與未來發展: 以A品牌、N品牌 與U品牌為例

Abstract

從2000年開始，全球興起一股運動的風潮， 大家開始把運動當作一種時尚看待。阿迪達斯看到此趨勢崛起，這幾年明確開始加入「外貌協會」。最明顯例子就是找華裔設計師王大仁（Alexander Wang）設計產品，大走時尚風。王大仁將其三葉草商標倒轉，讓近百年歷史的阿迪達斯展現年輕叛逆氣息。彭博新聞（Bloomberg）稱「既適合穿去舞廳，也能穿上運動場。」;而產業龍頭NIKE仍主攻運動專業——NBA最新賽季球衣的官方贊助商，就是Nike。Nike歷來對運動明星已有大量投資，其非常龐大的資產，也是這三十年來它可獨占鼇頭的關鍵。Nike若是要如阿迪達斯一樣重壓運動時尚，不僅會模糊其專業運動的特色，市場更會擔心其為了設計美觀，需要犧牲功能，甚至付出更高的機會成本。UA 這個後起之秀，倒是把重心一直放在「專業運動」這個範疇，所有的產品都圍繞著此軸心設計。主要的行銷策略是以NIKE較為相似，但產品設計與定位較NIKE稍微偏高。 隨著全球運動用品市場之大幅的成長，舉凡一種商品的流行它將帶來極大的商機與市場，然而商品如何變成一種流行，進而影響每一位消費者購買取向，是本研究欲研究與探討的動機，目前最成功的個案，就是美國 NIKE 公司的行銷策略所 造成眾多的流行商， Under amour以接近NIKE的行銷策略也異軍突起，而近年來Adidas改變行銷策略，以明星為代言人，逐漸將運動品牌帶向潮牌為行銷策略，並取得極大的成功，本研究想從此三品牌為個案推沿出運動品牌的行銷模式對運動產業未來方展的影響為未來流行商品之行銷重要參考模式，希望對未來品牌發展能夠貢獻一點心力。

Since 2000, the world started a movement tempest, everybody started to treat as a fashion to regard the movement. ADIDAS saw that this trend rises, for these years started to join “appearance association” explicitly. The most obvious example is to look for the Chinese designer Wang Dakemel (Alexander Wang) design product, walks the fashionable wind greatly. Wang Darenreverses its clover trademark, making ADIDAS of about hundred years of history show the youngrebel breath. Bloomberg news said that “Already suits puts on to go to the ballroom can put on the athletic field.” But industrial leader NIKE still main attack movement Specialized-NBA the official sponsor of latest season sport attire. Nike always had the massive investments to the sports star, it very huge property, is the key that these 30 years it may lead the field. If NIKE must like ADIDAS have same heavy pressure movement fashion, not only will blur its specialized movement the characteristics, the market will be worried its to design artistically. Need to sacrifice the function, even pays higher opportunity cost. UA this promising youth, has placed 'specialized movement' the center of gravity actually this category, All products revolve this axle center design. Main marketing strategyis quite similar by NIKE, but the product design and localization compare with NIKE to be slightly high. Along with global campaign hing market large growth, all commodity is popular it to bring the enormous opportunity and market, however the commodity turns in to a popularity, then affects each consumer buying orientation, is a research the motive that wants to study and discussed, at present the most successful case, is the marketing strategy of NIKE’s creates numerous popular commodities, Under Amour is also sudden appearance by close NIKE’s marketing strategy, but in recent years, Adidas change it’s marketing strategy took the star as the spokesman, gradually the movement brand belt to the moist sign was the marketing strategy, and obtained the enormous successed this research wants henceforth three brands to push for the case along leaving the effect of marketing pattern of movement brand in the future on the sports brand industry for the marketing of important reference for future popular commodity, hope that can contribute a dessert strength to the future brand development.