Sports Brands’ Marketing Strategies and Future Development: A Case Study of A, N and U Brands

• Main Authors: Suwei-Wu, 吳溯偉
• Other Authors: 黃恆獎
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/64kq6h

碩士 === 國立臺灣大學 === 事業經營碩士在職學位學程 === 107 === 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.