自 2016 年 6 月 15 日，国务院正式印发《全面健身计划（2016-2020 年）》，提出深 化体育改革、发展群众体育、倡导全民健身新时尚、推进健康中国建设以来，中国市场 对体育用品的需求直线上升，运动服饰行业迎来了自 2008 年北京奥运会之后，新一波 迅猛发展的势头。近年来，体育产业占 GDP 的比重逐年上升，2016 年达到 0.9%，2017 年超过 1%，2020 年预计总产值能突破三万亿目标。但目前我国人均体育用品消费仅为 发达国家的十分之一，市场潜力巨大。运动服饰行业是体育用品产业链的重要组成部分， 近年来随着大行业的蓬勃发展，体育用品行业增长迅速。在这样的环境下，行业中的每 一个企业，都需要制定并且实施有效的市场营销战略，才能在激烈的市场竞争中充分发 挥优势，扩大市场占有率，获得最大效益。 我国目前正处于经济稳步增长，国家及各级政府大力扶持体育产业发展的阶段，整 体外部发展形势良好。但同时，各大城市租金上涨、人力短缺、各种经营成本上升，企 业盈利空间越来越有限。而且行业内企业间竞争愈发激烈，消费者需求变化加速，来自 外部的不确定性与威胁挑战逐渐增加。 本文的研究对象是 NK 公司（中国）华南区域，在内部资源与能力方面，具有品牌 资源、产品资源、人力资源，相对应的具有营销能力、产品能力与人力资源能力，目前 在运动服饰市场上占有率排名第一。如何充分的利用这些资源与能力，迎接外部的机会 与威胁，是制定有效营销战略的依据。 NK 公司（中国）的战略使命是给全世界运动员带来创新和激情，战略愿景是 NK 公司是成为世界上最有活力、最独具一格、与运动员连接最紧密的品牌。华南区域长期 战略目标与公司目标一致，短期来看，2018-2022 年的战略目标是五年生意增长一倍。 为了实现这个营销战略，笔者提出了 4Ps+1C 的营销组合策略。从产品、价格、渠道、 促销以及以顾客为导向的营销策略几个角度，制定具有华南区特色的营销组合策略。 最后，阐述了战略实施的近期行动与保障计划。近期行动主要是提高供应链的反应 速度与大力发展新零售。保障计划方面从人力资源与营销角度提出保障方案。 通过本文的阐述，希望能够对 NK 公司华南区域营销战略的制定提供一定的参考依 据，并且能够给到同行业企业一定的参考价值。 关键词，NK 公司（中国）华南区；营销战略；4Ps+1C；STP 营销定位；SWOT 分析II Abstract The State Council published PEOPLE FITNESS PLAN(2016-2020) in 15 th ,June,2016, which brought the concept of improving the innovation of sports industry, encouraging more people to do fitness and descripted sports as a new fashion trend, to build a healthy country. The market demands keep growing since then, which was a new booming area since 2008 Beijing Olympic. For the recent years, sports industry contributed more and more to GDP growth, achieved 0.9% in 2016, more than 1% in 2017, the target will be 3000Billion in 2020. However, our per capita consumption of sports is quite low, only 10% compare with developed countries, which means we have big potential here. At present, China is in the stage of steady economic growth, and the state and governments at all levels are vigorously supporting the development of sports industry. The overall external development situation is good. But at the same time, with the rise of rent, shortage of manpower and various operating costs in major cities, the profit margin of enterprises is becoming more and more limited. Moreover, the competition among enterprises in the industry is becoming more and more fierce, the change of consumer demand is accelerating, and the uncertainty and threat challenges from outside are increasing gradually. The research object of this paper is the South China Territory of NK Company. In terms of internal resources and capabilities, it has brand resources, product resources, human resources, corresponding marketing capabilities, product capabilities and human resources capabilities. At present, it ranks first in the sports apparel market share. How to make full use of these resources and capabilities to meet external opportunities and threats is the basis for formulating effective marketing strategies. The strategic mission of NK Company is to bring innovation and passion to athletes all over the world. The strategic vision is that NK Company will become the most dynamic, unique and closely connected brand with athletes in the world. The long-term strategic objectives of South China are in line with the company's objectives. In the short run, the strategic objective of 2018-2022 is to double business growth in five years. In order to realize this marketing strategy, the author analyze 4Ps + 1C marketing mix strategy. From the perspectives of products, prices, places, promotions and customer-oriented marketing strategies, this paper formulates marketing mix strategies with the characteristics of South China. Finally, the short-term action and guarantee plan for the implementation of the strategy is elaborated. Recent actions are mainly to improve the response speed of supply chain andIII vigorously develop new retail. In the aspect of safeguard plan, it puts forward safeguard plan from the angle of human resources and marketing. Through the elaboration of this article, I hope to provide some reference basis for the formulation of NK company's regional marketing strategy in South China, and to provide some reference value for the same industry enterprises. Key words，NK Company(China) South Territory Marketing Strategy 4Ps+1C STP SWOTIV 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单.................................................................................................................................VII 第一章 绪论..............................................................................................................................1 1.1 研究背景与意义............................................................................................................. 1 1.2 文献综述......................................................................................................................... 2 1.2.1 理论框架介绍.......................................................................................................... 2 1.2.2 目前的研究进展...................................................................................................... 3 1.3 研究内容与方法............................................................................................................. 4 第二章 NK 公司(中国)华南区外部环境分析 ........................................................................6 2.1 宏观环境分析................................................................................................................. 6 2.1.1 政治环境分析.......................................................................................................... 6 2.1.2 经济环境分析.......................................................................................................... 7 2.1.3 技术环境分析.......................................................................................................... 9 2.1.4 社会环境分析........................................................................................................ 10 2.2 行业环境分析............................................................................................................... 11 2.2.1 行业现状与发展趋势............................................................................................ 11 2.2.2 市场需求分析........................................................................................................ 13 2.2.3 顾客分析................................................................................................................ 13 2.3 行业竞争结构分析（五力模型分析）....................................................................... 15 2.4 竞争对手分析............................................................................................................... 17 2.4.1 行业内企业竞争情况分析.................................................................................... 17 2.4.2 主要竞争对手 AD 公司分析 ................................................................................ 19 2.4.3 主要竞争对手 AT 公司分析 ................................................................................. 21 2.5 行业成功要素分析....................................................................................................... 22 2.6 外部环境下带来的机会与威胁................................................................................... 22 2.7 本章小结....................................................................................................................... 23 第三章 NK 公司（中国）华南区资源与能力分析.............................................................24V 3.1 发展形势分析............................................................................................................... 24 3.2 资源分析....................................................................................................................... 25 3.2.1 品牌资源................................................................................................................ 25 3.2.2 产品资源................................................................................................................ 28 3.2.3 人力资源................................................................................................................ 28 3.3 能力分析....................................................................................................................... 29 3.3.1 营销能力................................................................................................................ 29 3.3.2 技术能力................................................................................................................ 29 3.3.3 人力资源能力........................................................................................................ 30 3.4 核心专长分析............................................................................................................... 31 3.5 内部环境下的资源与能力优势................................................................................... 31 3.6 本章小结....................................................................................................................... 32 第四章 NK 公司（中国）华南区营销战略的制定.............................................................33 4.1 SWOT 分析.................................................................................................................... 33 4.2 营销战略定位（STP 定位法） ................................................................................... 36 4.2.1 市场细分................................................................................................................ 36 4.2.2 目标市场选择........................................................................................................ 38 4.2.3 市场定位................................................................................................................ 39 4.3 战略发展目标............................................................................................................... 40 4.4 营销组合策略 4Ps+1C ................................................................................................. 40 4.4.1 产品策略................................................................................................................ 41 4.4.2 价格策略................................................................................................................ 43 4.4.3 渠道策略................................................................................................................ 44 4.4.4 促销策略................................................................................................................ 47 4.4.5 以顾客为导向的营销策略.................................................................................... 47 4.5 本章小结....................................................................................................................... 48 第五章 NK 公司（中国）华南区营销战略实施与保障.....................................................49 5.1 营销战略实施的近期行动........................................................................................... 49 5.1.1 提高供应链的反应速度........................................................................................ 49 5.1.2 大力发展新零售.................................................................................................... 50VI 5.2 营销战略实施保障....................................................................................................... 51 5.2.1 人力资源保障........................................................................................................ 51 5.2.2 营销保障................................................................................................................ 52 5.3 本章小结....................................................................................................................... 53 结 论........................................................................................................................................54