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摘 要
突如其来的2008年全球金融危机，不仅改变了世界金融业的格局，也给中国体育用
品市场带来了不小的振动。国内体育用品行业多年来形成的以耐克、阿迪达斯等国际品
牌占据主流市场的格局正在逐步瓦解，李宁、安踏、匹克、特步等一系列国内品牌正迅
速崛起。在当前美国经济复苏乏力、欧债危机持续蔓延、中国等新兴经济体持续稳定增
长,体育用品公司在中国市场的竞争正在进入一个新阶段。数年来，外国公司和本土公司
一直采用不同的策略来赢得中国的消费者。但现在，这个市场的动向则是，耐克和阿迪
达斯这些曾是中国体育用品顶级供应商的地位不再是无可争议的了。紧随其后，是几家
本土运动品牌在大举扩展销售网络，以期挺进它们鲜有涉足的未开发市场。其中包括安
踏，该公司开设了8，000多个自有品牌专卖店，销售额从2006年的12.5亿元（1.9亿美元）
增加到了今天的89.04亿元，增长率超600% 。

对西方的跨国体育用品公司来说，一度受人艳羡的中国高增长之路，已经不再是顺
理成章的了。本文以阿迪达斯公司阿迪达斯eBoost跑步鞋在中国的营销策略进行案例研
究。首先介绍阿迪达斯公司的基本概况,公司所处的行业背景，以便有基本了解；接着介
绍了公司阿迪达斯公司在中国的市场地位及其产品的大概情况,公司及其eBoost跑步鞋
在中国的营销现状，并提出了目前存在的主要问题。

案例分析部分,运用了PEST法分析了阿迪达斯公司在中国所处的宏观大环境；从4P
的角度分析了竞争对手的同类产品；并通过SWOT分析法挖掘出自身的优势与劣势以及
公司在中国所面临的机会与威胁。其次以市场研究的方法进行了消费者分析并对本产品
在中国市场进行了市场细分与定位。

最后，针对阿迪达斯公司阿迪达斯eBoost跑步鞋营销存在的问题提出相应的营销策
略和营销团队建设改善建议，包括营销管理的理念和方法、产品和个性化服务策略、成
本价格策略、营销策略创新（体验式营销、网络营销、体育营销、绿色营销等）,从而使
公司在中国持续地保持健康成长。其次，阿迪达斯的品牌营销建设对中国运动品牌建设
发展的也有积极启示。

关键词：体育用品市场；营销策略；消费者分析ABSTRACT
The sudden global financial crisis in 2008 has not only changed the structure of world
financial industry but also has brought vibration to the Chinese sporting goods market. The
structure of domestic sports goods industry that has been occupied for many years by
international leading brands such as Nike, adidas, etc. is gradually collapsing, and a series of
domestic brand is rapidly rising, such as Lining, Anta, Step, etc.. Currently the U.S. economy
shows weak recovery, and the European debt crisis continues to spread and growth in
emerging economies such as China becomes steady, so the competition among sporting goods
companies in the Chinese market is entering a new stage. Over the years, foreign companies
and local companies have been adopting different strategies to win China's consumers. But
now, the market trend is, Nike and adidas used to be the China's top sporting goods supplier’s
status is no longer undisputed, and followed by several domestic sports brand in the
expanding sales network, in order to advance their little involvement in the undeveloped
market, for instance, Anta company opened more than 8000 self-owned brand stores, sales
earned 1.25 billion yuan ($190 million) from 2006 to 8.904 billion yuan today at the growth
rate of over 600%.
For western international sporting goods company, the ever-envy high growth path in
China is no longer natural. In this paper, take adidas eBoost Running Shoe’s marketing
strategy in China as case study. Firstly it introduces the basic introduction of the adidas
company and the company's industry background, in order to have a basic understanding, and
then introduces the company’s position in China and its products, the company’s and its
eBoost Running Shoe’s marketing present situation in China, and puts forward the main
problems.
In case analysis part, the paper uses the PEST method to analyze the adidas in China’s
macro environment; Using 4P to analyze the competitor’s product; And through the SWOT
analysis to dig out the company’s advantages and disadvantages as well as the company's
opportunities and threats it faced in China. Furthermore, deeply grasps the future trend of the
development of the sporting goods industry in China, and uses market research methods to
analyze the consumers in order to have market segmentation and better positioning the
company in China.
Finally, in view of the marketing problems about the adidas eBoost Running Shoe, puts
forward the corresponding marketing strategy and marketing team building suggestions,