marketing專業(yè)留學(xué)生作業(yè)：匹克(運(yùn)動(dòng)品牌)營(yíng)銷模式
08-10, 2014
這是一個(gè)瞬息萬(wàn)變的改革時(shí)代，也是一個(gè)拼搏競(jìng)爭(zhēng)力的時(shí)代。很多企業(yè)經(jīng)過三十年的風(fēng)雨，見證了許多企業(yè)發(fā)展的艱難歷程，也見證了許多企業(yè)的輝煌。作為中國(guó)第一籃球運(yùn)動(dòng)品牌的匹克，以它獨(dú)有的方式，在CEO的帶領(lǐng)下，歷經(jīng)二十年的發(fā)展，終于發(fā)展成為一個(gè)大型企業(yè)，向世界展示著它的輝煌。作為中國(guó)最早的民族運(yùn)動(dòng)品牌，匹克經(jīng)歷了一段艱苦發(fā)展時(shí)期后，憑借成功的國(guó)際化發(fā)展戰(zhàn)略和營(yíng)銷模式獲得了新生，匹克營(yíng)銷模式不僅為企業(yè)帶來了高效益，更重要的是為業(yè)界開辟了一條營(yíng)銷新思路。本文分析了匹克發(fā)展壯大的過程及其壯大原因。
I, the introduction
This is a fast changing times, reform is also a hard competitive side show the era of hero. The 30th anniversary of reform and opening-up tide is a magnificent epic, thirty years of wind and rain, has seen many hardships of enterprise development, also witnessed many enterprises. Peak as the first Chinese basketball sports brand, with its unique way, under the guidance of chairman Xu Jingna, after twenty years of bumpy road, trials and hardships, and fight in the surging wave troughs thought, no matter be battered by a storm, the sea and songs, play the astonishing, symphony of struggle, to show the world its glory. As China's earliest national sports brand, after the peak has experienced a difficult development period, with the successful international won the new development strategy and marketing model
Raw, peak marketing model not only has brought the high benefit for the enterprise, more important is marketing for the industry has opened up a new way of thinking. This paper analyzes the process of the development of peak and grow.
II, the peak profile
2.1 company profile
Fujian peak group is a collection of footwear, shoes, clothing, packaging and other professional sports equipment export-oriented enterprise groups, has many years of professional experience in research and development, creation and marketing. Group currently in fujian quanzhou peak sport products co., LTD., and the peak shoes industry co., LTD., as the core, including jiangxi, HuiAn standardized production base of 800 mu, garden building area of 300000 square meters, staff 5000 people, both at home and abroad set up peak distribution agents more than 50, have LiuQiQianGe stores in major cities at home and abroad, has established a mature brand operation system, combined with the production and marketing of export business throughout Europe, America, Asia, Africa, Australia five continents.
PEAK, by English "PEAK" transliteration, meaning constantly climbing a PEAK challenge spirit! Peak LOGO to represent the peaks of the triangle, transmitting the firm belief of enterprising, namely challenge peak, pursuit ego, reveals courage, ability and perseverance. In the field of movement, a movement is the totem of, is the spirit of faith, is a profound ideological accumulation; At the same time is witnessing a hero of honor, a sign of victory. Peak keen to challenge the limit, in order to "faster, higher, stronger" Olympic spirit to create infinite possibility!#p#分頁(yè)標(biāo)題#e#
Since at the beginning of establishment, peak is to "create the world famous brand" as the enterprise objective, to "build one hundred excellence enterprises" as the goal, to create the first brand "" Chinese basketball equipment, spare no effort to promote the development of China's basketball career for more than a decade.
2.2 enterprise idea
Enterprise tenet: creating international brand
Peak's mission: to promote the global sports enterprise development, to provide customer satisfaction of human health life sports goods and services.
Peak goal: to build excellent enterprise in one hundred
Peak spirit: unity, pragmatic, efficient, and brand
Peak style: seeking truth from facts, work together, highly effective, dedicated
Business philosophy: people-oriented, create value for customers
Value concept: attentively complete each matter, create more value for customers.
Peak motto: dream team achievement
2.3 brand strategy
Brand positioning: the first Chinese basketball movement equipment
Brand position: I CAN PLAY (I could, infinite possibility...)
Brand vision: from the first brand of basketball of China towards the international first-class sports brand
Brand strategy, brand internationalization, market internationalization, talent internationalization, international capital operation mode
Brand core: basketball, dreams and passion
2.4 enterprise honor
Aerospace business partners; National inspection-exempted products; Chinese famous brand products. China's well-known trademarks; One of the most valuable sports brand in China. Peak with li ning, anta, 361 ° is the four sports of China's most valuable brands. [1]
III, peak development course
3.1 on the map, the domestic development course
Peak in 1989, the first generation of sports shoes, but also for the rockets in 1991 built the first pair of big domestic basketball shoes, in 1993, fujian quanzhou peak group formally, in the same year in the global 65 countries for the trademark registration, in 1995 passed the ISO9002 international quality management system and product quality assurance system certification, to become the first batch of domestic shoes industry certified enterprises. Strict management system and production monitoring, ensure that the quality of the peak production a batch first-class sports shoes on the market, and started the peak brand "gun".
In the early 1990 s, the peak is famous in domestic sports shoes and basketball shoes, get good effect in the market. Consul general xu know that the success of a brand, in addition to relying on the normal channel sales, also have the establishment of good reputation and brand image. So the peak a series of advanced brand promotion and sponsorship also operate thriving: in addition to the sponsorship, game, from 1998 to 2000, the "peak" exclusive sponsor the national men's basketball team B league, this is our own national brand sponsoring China's big event for the first time. On the pitch and the training ground, the media constantly wearing peak shoes clothing catching athlete's posture, peak shoes take high quality broadly popular with the basketball players, this is undoubtedly one live ads.#p#分頁(yè)標(biāo)題#e#
2001.2003 years of CBA season, "peak" as shaanxi GaiTianLi, cultivation of jiangsu, shandong Kingston, xinjiang and the Hong Kong dragon division A team sport special equipment; In 2003, as China's professional basketball league
Strategic partners (CBA), peak brand is reflected as a professional basketball brand of tension. In 2002, the company decided to enable star endorsement of the marketing strategy, choice, focused attention on the basketball in China at that time had a reputation of "god of war" yu-dong liu, through investigation, yu-dong liu in the basketball field shown challenge themselves, beyond the limit, the spirit of striving and anastomosed with the peak brand positioning is as a result, a combination of both became the natural things. Facts have proven that through good image construction and the big brand advertising, comprehensive market network construction, sales and brand influence are unprecedented ascension.
3.2 meet peak - the outside world
Peak in the overall brand image at the same time, start to modify the sales channels. In the spring of 2005, decided upon by the board of directors of the company research and develop global mindset, implement the strategy of globalization, the development of global resources, the introduction of international talent, daring to competing in the market of international.. Peak effect brand internationalization strategy.
In September 2005 with "China's space" to realize strategic alliance, denounce is gigantic endowment with "the god six" space partners, peak sports equipment space to borrow, to launch "space quality" brand strategy, successfully broke the domestic low-end brand impression; In February 2006, the peak at this sponsorship Australia's national men's and women's basketball team, the same year on September 24, let the Chinese sports brand proud one day, in the history of the Chinese sports pride, the day, the Australian women's basketball team wore tight couplet peak basketball suit on the 15th world championship title. In the same year in July, the peak force outdoor sports market, in Asia, the highest elevation in the world the fifth highest tour DE qinghai lake international road cycling race designated sports equipment; In August, the peak named "the second intercontinental stankovic basketball champions league again," let the Chinese fans see lots of world basketball superstar, peak reputation linear flutter; On September 21, 2006, shane battier peak signing NBA Houston rockets star, let the world famous star endorsement of basketball hall China brand, prove peak recognition by the international sports height. In November 2007, the peak with extraordinary strength as the NBA market partners, and began in 2005, has sponsored the Houston rockets in the NBA, the bucks at home in the United States, as well as intercontinental stankovic basketball, the European champions league all-star, Australia's national men's and women's basketball team international events and sports teams, peak successfully set up the first-class international sports brand image. In the unprecedented fierce competition of the Olympic 2008 environment, peak show originality, signing sponsored Iraq, Cyprus Olympic team for the 2008 Beijing Olympic Games between the two countries; At the same time be the partner of the "smiling Beijing" 2008 volunteers to carry out the Olympic marketing. Time on December 22, 2008 in the United States, officials in the NBA and Chinese brands peak in the New Jersey nets' press release announced that the two sides will further cooperation and jointly promote the NBA basketball cultural communication and integration with China. Rockets two rival RON artest and deacon, dikembe mutombo, and the Los Angeles lakers general, sasha vujacic, the Denver nuggets ace sonny vimal, and Cleveland cavaliers darnell Jackson star will pedal peak such as war boots in the NBA, become its global brand ambassador. Peak became the first in the history of one-time signing five players of the Chinese sports brand. Predictably, under the guidance of peak and the NBA even American society will sweep a fashionable Chinese wind, Chinese culture will be smelling sweet exotic land. In March 2009, the peak and the FIBA (FIBA) signed on as strategic partners, from the monopoly of the world's top two big basketball tournament resources.#p#分頁(yè)標(biāo)題#e#
This is the peak 20 years of development, from here it is not hard to see peak has been executed scaling new heights, challenge themselves, spirit of transcending oneself. Peak has a foothold in this brand in the domestic and foreign markets and gradually grow as an international well-known brand is not without reason.
IV, explore peak's development and growth
4.1 products are of good quality
21 years ago, the sound of a national sports brand in the southeast of the motherland, and this is the peak group was established. Today, the peak group has developed into a collection of shoes, bags, shoes, clothing, sports equipment such as a variety of professional business export-oriented enterprise groups. Company's existing industrial land, factory building area of 27000 square meters, owns four in the late ninety s and early 2000 s advanced shoemaking production lines and supporting equipment, four sets of imported production equipment and professional sneakers bottom shoes material production line, the enterprises have 1355 employees, annual output of 3 million pairs of sports shoes, the output value of 1. 500 million yuan.
21 years of trials and hardships, peak national consciousness, brand consciousness, the peak of the fighting spirit in China left an enduring footprint on the shoe industry. As a matter of fact, peak breadth on the athletic field, yong qing national sports brand flag, rely on is - quality.
For enterprise specializing in the production of sports shoes, there's nothing more real and effective use of competitive sports to test the product quality. Practice has proved that peak is withstand test. Peak of the quality of construction, has always been the strategic focus of enterprise development. Peak of 1995, the company situation, decided to fully implement ISO9000 series standards, prompted the company's quality management and product quality up to a new level, to ensure that the enterprise good momentum of development. In order to realize the effective operation of quality system, peak company has a strict WuBuZhun! Regulations and three-no pass principle. The unqualified materials are not allowed to be put into production, unqualified parts are not allowed to be put into production, unqualified components are not allowed to flow into the next working procedure, unqualified products are not allowed to production, unqualified products are not allowed to the factory. Sometimes let go! Is the reason why not find out don't pass, responsibility not clear don't pass, measures not to carry out. When the peak! Product average grade A rate was 99. 45%, compared to 1994 increased by 1.33%, directly and indirectly to increase the benefit of 1 million yuan, began to reap the benefits of the implementation of ISO9000 series. Peak company became the first domestic travel (sneakers) industry through product quality, quality guaranteed rating system dual certification enterprises. 1997, 1998, 1999 peak product grade A rate was increased by 0.15%, 99.60% and 99.85% by 2001. [2]#p#分頁(yè)標(biāo)題#e#
Training education is the premise to do a good job in quality management. Strictly regulate system, establish and improve the quality system is about the quality of the traditional extensive management mode of a strong shock. Peak company combining training education and implementation of ISO9000 standard system, take full participation, distinguish between levels, the difference between key, various forms of education stable cross, make quality consciousness. Grass-roots management personnel must be familiar with the program files, process planning, product standards; Technical personnel must be familiar with all kinds of skills, quality system program files, operating norms, technical standards; Quality auditors must be more accurate grasp of the quality system, check the stricter and more detailed judgment; Education training focuses on knowledge test all of our employees, skills contest, and heavy learning, cultivate the quality of atmosphere; To the company's senior leadership training, are senior from external experts to lecture, realize the knowledge update and grasp the macro strategy. Practice, the peak of people realize that training is to reach consensus and maintain quality system effective operation needs.
All shuo Jin Hongyang peak spirit, Shanghai Oriental sports supplies company is the enthusiastic support of peak brand sports shoes, since 1990 since the distribution of peak brand sports shoes, and passion for the brand. Peak group long-term tracking user feedback, according to the Shanghai Oriental sports goods company warmly wrote: "the Chinese own brand - peak shoes series products, in nearly a decade in the consumer has a high reputation in the heart, peak shoe company serious on quality, based on quality, moderate price and considerate service to win. To sell shoes, selling peak shoes, due to the peak brand sneakers wear-resisting, comfortable to wear and shock, high elasticity, resistance to bending, novel styles, welcome by the Shanghai market. The same distribution of peak brand sneakers 21 years in chongqing department store building, also for its praise: peak shoes consumer complain less, good quality assurance, is the best-selling product.
The goal of enterprise demand peak in one hundred the quality of the work more solid, quality standards to meet the market demand, demand peak brand more integrity and perfect.
4.2 the unique brand positioning
2 the uniqueness of positioning
"Peak" since the date of birth, is to develop basketball series products for strategic positioning, is proposed to build professional, comfortable, wear resistance of the strategic target of "the first brand of Chinese basketball". This kind of distinctive professional basketball brand positioning, given the peak sales of unique selling point.
4.2.2 unique positioning of sustainability
20 years of development history, the peak has not left the basketball sport, from domestic to A A and A B league international European basketball all-star game, dejan stankovic cup and Houston, which embody the tension peak professional basketball brand. This persistent attention and support for basketball, made the peak the positioning of the brand at first got deeper accumulation and consolidation, it is also against the persistence and basketball and clear positioning, the road to peak walked out of their own brands.#p#分頁(yè)標(biāo)題#e#
The vitality of holdings positioning gives
"I can, infinite possibility" brand advocating life movement to advocate a new concept, namely the challenge the limit of enjoy sports at the same time, also give the peak brand challenge themselves, striving, enterprising, fun, such as the image of the corresponding value-added, make its orientation is not only simple slogan, to have more fresh vitality, and also easy to cause the resonance of the consumers, stimulate their active and enterprising, the spirit of struggle.
Peak sponsorship bayi basketball team in 1991, produced the first a pair of oversized professional basketball shoes, in more than 20 years to grow
Journey, peak has not left the basketball sport, from the CBA and NBA, from the national men's basketball team B league all-star to Europe
The star league, from the Houston rockets to the New Jersey nets, peak basketball brand image has been deeply rooted in the hearts of the people. This basketball
Movement of persistent attention and support, the peak the positioning of the brand at first got deeper accumulation and consolidation, it is
Against the persistence and basketball and clear positioning, peak out of their own brands. Extensive participating countries
Within the competition and international competition, perfectly embodies the peak and synchronization of the globalization of the world basketball; Rate of high level and high attention
Basketball tournament to participate in the law, make consumers feel the peak professional at the same time, also can fully embody the specialization is never
Out of style, innovative.
4.3 peak adhere to the "star" thought propaganda strategy
Peak in spokesperson selection did well with their own brand positioning.
In 2002, on behalf of the Chinese basketball "ares" yu-dong liu as peak image spokesperson, offers an excellent interpretation to the peak to build "the first brand of Chinese basketball equipment" position, the title of "god of war", at the same time yu-dong liu and ares injected with indomitable spirit for peak brand, constantly transcend self personality, and "I can, infinite possibility" peak sports spirit is very good fuses in together, with the continuous beyond the myth of "ares" yu-dong liu, the peak as a professional basketball brand image more deeply rooted in the hearts of the people.
In September 2006, the United States finished member shane battier peak global famous star image spokesperson. Shane battier's strength and team spirit and the peak positions "dream team achievement" kiss and, is also the necessary of peak brand internationalization.
Held in Beijing in August 2008, the peak image spokesman Jason kidd media event. In December, peak again signing dikembe mutombo (rocket), RON artest (the lakers), vujacic and sonny vimal (Denver), darnell Jackson (knight) five NBA star image speak for it.#p#分頁(yè)標(biāo)題#e#
Peak in the choice of face not only pay attention to the positioning of basketball related, more important is product information can be well integrated into the face of the events, the life, very good mining and create all kinds of news resources, breaking the general "only in a commercial endorsement" random surface sticking phenomenon of endorsement.
"STAR TEAM" [3] is a peak in signing NBA STAR endorsements, on the basis of introduced the optimization of the spokesperson resources utilization model of innovation. At present, the peak of seven representative covers on the basketball court in all positions - shooting guard, small forward and power forward and center, point guard, etc., in fact has already formed the peak of the all-star TEAM, namely "STAR TEAM".
In 2009, the "STAR TEAM" will cooperate with "I CAN PLAY" and "first" brand connotation, competition, training camp and a series of activities to support peak related marketing. This is the peak has been sticking to the route of internationalization and specialization, and the route is deepening, relying on a world-class events, let more world-class professional players put on peak combat boots. Peak, let the world see the cooperation with the NBA is not just a slogan, also is not only a market cooperation partner, but a comprehensive strategic partnership, peak to depth involved in every cell of the NBA. The event marketing mode for peak from the Chinese market to world faster.
4.4 to participate in the competition analysis
4.4.1 persistent and specific peak
Domestic events to the extensive participation of international competition, perfectly embodies the peak and synchronization of the globalization of the world basketball; Basketball tournament to participate in high level, high attention rates method, make consumers feel the peak professional at the same time, also can fully embody the specialization is never out of style, innovative. As events "marriage" return all advertising advantage gained by the authority, also makes the peak information has high identification and exclusive. Such as "the second intercontinental stankovic basketball champions league", all the referee, cheerleading, workers at home and abroad will be put on obvious peak logo clothing; On December 22, 2005-2005 sponsorship during the NBA, get in the Houston rockets home game set 4 floor billboards, to prominently scoreboard version of advertising form in the field. All of these make peak become another focus in addition to the players in the ring.
4.4.2 eye extremely tournament selection
A. the high-level event participation
"Dejan stankovic continental champions league basketball" and the NBA and other kinds of big and special competition participation, evoke many fans and media attention, is the peak power and the best proof of product charm, as the fiba President ching Carl men ky said, "why so many sports brands in China, we chose the peak, because peak basketball equipment is one of the best".#p#分頁(yè)標(biāo)題#e#
The participation of all of these events, the occurrence of the comments and triggered by news effect, makes it easy to add these events to the important status and good impression virtually transferred to the peak, think peak like these sports, is a high level of high quality, worthy of attention and trust companies.
B. sponsored team of substantial results
In choice of team, players peak also has an eye, funded by the team results are better, easy to make people are paying attention to and happy team title at the same time give peak "champion" beautiful colour, its brand value is also improved. Such as: in the early 90 s, basketball team provide peak as the bayi rockets' game special shoes, training, help the bayi rockets' team obtains the champion, has realized the consecutive from now on.
In September 2006, peak shirt of Australian women's basketball team win - win the Australian women's basketball team using peak close basketball jersey is development after early many technological experiments, a new basketball bold innovation. Material is the leading domestic air super elastic mesh cloth and conjoined design at the same time, reduce the athlete in the sport by resistance, at the same time greatly improve the flexibility of the athletes. Women's basketball team after the world championships, many European countries, the head of the basketball team of peak this show great interest in basketball jersey, expressed the hope that can cooperate with peak group, using peak tight basketball jersey to participate in international competition.
In January 2007, in the ares nine generation of shane battier victory over his old club meng ash, the grizzlies.
4.5 the event planning and successfully used
Peak 2010 NBA star China was launched on July 28, the peak Hong Kong shares soared by 8.46%, with the peak has been adhere to the development strategy and brand accumulation
On July 28, 2010 NBA champion lakers "beast" RON artest, hand in hand "three pairs of king" Jason kidd, "batman" Sean shane battier, "the birds" Carl landry and Michael pietrus, airborne city, five star for the arrival of "the dream, spell out the glory - 2010 grams of star China line and new combat boots launch" opened the curtain, this is the peak give Chinese fans of basketball. The Chinese line is divided into "peak basketball training camp", "fan" carnival, public welfare activities and so on three big tectonic plates, the star will be growing by sharing their own stories and pursue basketball dream journey, so as to motivate youth fans confidence, insist on, don't give up, strive for the dream of life attitude. China last station, 2010 stars interact with Beijing fans joy, a passionate basketball storm swept through the city. Clap for the fans, believe in their hearts also left an enduring memory. Kind has said goodbye to look at the stars, many fans waving to meet the peak of NBA star China next year.#p#分頁(yè)標(biāo)題#e#
Thus it is easy to see that the peak of the organization's NBA China tour was a complete success. The peak NBA star 2010 China tour covered domestic zhengzhou, shenyang, xian, hangzhou, suzhou, kunming, guangzhou, zhuzhou, such as 18 cities, has had a huge impact, as the peak has won the good reputation and popularity, also gave the fans a close contact with star, is a win-win situation. And the NBA China tour just peak for event planning by using an example, peak also organized event activities for many times, such as peak basketball theme shops, held in xiamen, the peak of 2010-2011 winter and spring new exchange fair, and so on. Have to say, the success of these activities held for the future development of the peak is immeasurable.
V, may encounter problems in the brand development
5.1 brand strategy group
Sports brand of collective strategy homogeneity for peak is a serious problem. Founded in 1989, the peak can be called one of the earliest professional sports brand in China current peak group President Xu Jingna merchant circle in fujian and even the "the first person of fujian private brand" title. In last century appeared on the river for a long time of "south peak, north star", enough to show that peak sports equipment brand enterprise in China.
In the last century and s, since the peak is located is called "the shoes all of the world". Jinjiang anta newcomers such as large rise, peak in the field of China and fujian sports equipment brand in the situation of unify the whole country was broken moment. Some brands depend on the sports star endorsement, the CCTV sports channel advertise opened the market rapidly across the country, and even started in the CCTV sports channel large advertising frenzy at the peak of 2004, 2005 in the CCTV sports channel advertising jinjiang sports brand up to more than 40, CCTV, more than 100, one hundred million yuan a year of advertising one over ten from here though tactical cluster but it is undeniable that the simple and crude way of promotion but real climbing anta, hon star was born, and so on numerous audience familiar sportswear brands. [4]
5.2 to move into other issues in the field of sports
Due to peak at the beginning of factory have distinct professional basketball brand positioning, but with the continuous development of enterprises, is bound to move into other sports, in this way, one is the cause of other brands in the field of conflict, 2 it is to give consumers a "peak is no longer a professional basketball equipment" feeling. How to solve the problem need to peak make careful planning before into other markets.
5.3 enterprise continued development
Peak at present of the domestic market share has reached a new peak, how to continue to improve their own influence, make consumers are willing to buy peak products?
#p#分頁(yè)標(biāo)題#e#
Has a broad market in a foreign country, but because of many in number of foreign well-known brands, famous brands of these maturity is high also, peak how to expand its market share in the foreign market is also a question worth thinking about.
Reference
[1] zhi-peng li, AnWen. Peak brand, along the way [N]. China quality news, 2003-03-14
[2] Xie Yongjiang. Peak in hand [N]. Patrika, 2006-02-22
[3] xiao-hang zhang. Peak business territory expansion [N]. China quality news, 2006-02-21
[4] Ceng Xiu earth, xiao-yan liu. Peak opened the domestic basketball theme store [J]. Journal of the Chinese market, in the 2010-5-25 s
[5] yun-long zhu. China's peak to set foot in the door [N]. America's NBA international business newspaper, 2006
[6] Ceng Xiu earth, Huang Tingru. Xu Zhihua: China is the largest market peak [J]. China, 2010, 25
[7] peak star up to borrow dongfeng [J]. Journal of advertisers, Adman, 2009, 02
[8] Huang Jun. Peak's marketing "key words" [J]. Contemporary managers, 2008, (02)
[9] Liu Wenzhen Huang Yi. Peak for 20 years: yip machinery, hacked into writing the spring and autumn [J]. Chinese brands, 2009. (01)
[10] class peak 2009 continue to "star" thinking [J]. Market observation, 2009. (01)
[11] Cohen. Zhang Yueliang. Peak from the NBA new platform development effect of the initial [J]. Journal of the Chinese market, 34, 2009
[12] Hou Lidong, xiao-yan liu. Peak monopoly basketball tournament: left hand, right hand FIBA NBA [J]. Chinese brands, 2009, (02)
[13] Yuan Yin Shi Xiaobing. Peak: into the NBA [J]. Chinese entrepreneurs, China Entrepreneur, 14, 2009
[14] segmentation cake peak in the NBA again market into [J]. Journal of management and wealth, 2007, 12
[15] Liu Wenzhen Hu Lizhong. Fight surging wave race romantic - remember peak group [J]. Journal of fujian brand in China, 08, 2007
[16] the road to peak brand [J]. Journal of Management and wealth Management and Fortune, 2004, 09
[17] Ceng Xiu earth, xiao-yan liu. Peak WTA break into tennis Market hand in hand [J]. Journal of the Chinese Market, China Market, 43, 2010
[18] shaw stone. Read peak pattern: capital family-based management and marketization [J]. Journal of China textile, 2010, 03
[19] nigel Harris, GanShengJun. National footwear enterprises strategic choice - peak, for example [J]. Journal of consumer Tribune, 2010, '07
[20] local sports brand "international" punches peak new marketing sword drawn [J]. Journal of goods and quality, 22, 2010
[21] the Importance of Credit, Aug 8, 19200
[22] Fathom China CEO. The key to understanding Peak 's rise to a sneaker powerhouse. Mar., 2010#p#分頁(yè)標(biāo)題#e#
[1] the international famous financial media Forbes Chinese version
[2] the peak's official website
[3] ching peak marketing model analysis. 10th, 2010
[4] Huang Jun. Peak's marketing keywords. 205 contemporary managers
I, the introduction
This is a fast changing times, reform is also a hard competitive side show the era of hero. The 30th anniversary of reform and opening-up tide is a magnificent epic, thirty years of wind and rain, has seen many hardships of enterprise development, also witnessed many enterprises. Peak as the first Chinese basketball sports brand, with its unique way, under the guidance of chairman Xu Jingna, after twenty years of bumpy road, trials and hardships, and fight in the surging wave troughs thought, no matter be battered by a storm, the sea and songs, play the astonishing, symphony of struggle, to show the world its glory. As China's earliest national sports brand, after the peak has experienced a difficult development period, with the successful international won the new development strategy and marketing model
Raw, peak marketing model not only has brought the high benefit for the enterprise, more important is marketing for the industry has opened up a new way of thinking. This paper analyzes the process of the development of peak and grow.
II, the peak profile
2.1 company profile
Fujian peak group is a collection of footwear, shoes, clothing, packaging and other professional sports equipment export-oriented enterprise groups, has many years of professional experience in research and development, creation and marketing. Group currently in fujian quanzhou peak sport products co., LTD., and the peak shoes industry co., LTD., as the core, including jiangxi, HuiAn standardized production base of 800 mu, garden building area of 300000 square meters, staff 5000 people, both at home and abroad set up peak distribution agents more than 50, have LiuQiQianGe stores in major cities at home and abroad, has established a mature brand operation system, combined with the production and marketing of export business throughout Europe, America, Asia, Africa, Australia five continents.
PEAK, by English "PEAK" transliteration, meaning constantly climbing a PEAK challenge spirit! Peak LOGO to represent the peaks of the triangle, transmitting the firm belief of enterprising, namely challenge peak, pursuit ego, reveals courage, ability and perseverance. In the field of movement, a movement is the totem of, is the spirit of faith, is a profound ideological accumulation; At the same time is witnessing a hero of honor, a sign of victory. Peak keen to challenge the limit, in order to "faster, higher, stronger" Olympic spirit to create infinite possibility!#p#分頁(yè)標(biāo)題#e#
Since at the beginning of establishment, peak is to "create the world famous brand" as the enterprise objective, to "build one hundred excellence enterprises" as the goal, to create the first brand "" Chinese basketball equipment, spare no effort to promote the development of China's basketball career for more than a decade.
2.2 enterprise idea
Enterprise tenet: creating international brand
Peak's mission: to promote the global sports enterprise development, to provide customer satisfaction of human health life sports goods and services.
Peak goal: to build excellent enterprise in one hundred
Peak spirit: unity, pragmatic, efficient, and brand
Peak style: seeking truth from facts, work together, highly effective, dedicated
Business philosophy: people-oriented, create value for customers
Value concept: attentively complete each matter, create more value for customers.
Peak motto: dream team achievement
2.3 brand strategy
Brand positioning: the first Chinese basketball movement equipment
Brand position: I CAN PLAY (I could, infinite possibility...)
Brand vision: from the first brand of basketball of China towards the international first-class sports brand
Brand strategy, brand internationalization, market internationalization, talent internationalization, international capital operation mode
Brand core: basketball, dreams and passion
2.4 enterprise honor
Aerospace business partners; National inspection-exempted products; Chinese famous brand products. China's well-known trademarks; One of the most valuable sports brand in China. Peak with li ning, anta, 361 ° is the four sports of China's most valuable brands. [1]
III, peak development course
3.1 on the map, the domestic development course
Peak in 1989, the first generation of sports shoes, but also for the rockets in 1991 built the first pair of big domestic basketball shoes, in 1993, fujian quanzhou peak group formally, in the same year in the global 65 countries for the trademark registration, in 1995 passed the ISO9002 international quality management system and product quality assurance system certification, to become the first batch of domestic shoes industry certified enterprises. Strict management system and production monitoring, ensure that the quality of the peak production a batch first-class sports shoes on the market, and started the peak brand "gun".
In the early 1990 s, the peak is famous in domestic sports shoes and basketball shoes, get good effect in the market. Consul general xu know that the success of a brand, in addition to relying on the normal channel sales, also have the establishment of good reputation and brand image. So the peak a series of advanced brand promotion and sponsorship also operate thriving: in addition to the sponsorship, game, from 1998 to 2000, the "peak" exclusive sponsor the national men's basketball team B league, this is our own national brand sponsoring China's big event for the first time. On the pitch and the training ground, the media constantly wearing peak shoes clothing catching athlete's posture, peak shoes take high quality broadly popular with the basketball players, this is undoubtedly one live ads.#p#分頁(yè)標(biāo)題#e#
2001.2003 years of CBA season, "peak" as shaanxi GaiTianLi, cultivation of jiangsu, shandong Kingston, xinjiang and the Hong Kong dragon division A team sport special equipment; In 2003, as China's professional basketball league
Strategic partners (CBA), peak brand is reflected as a professional basketball brand of tension. In 2002, the company decided to enable star endorsement of the marketing strategy, choice, focused attention on the basketball in China at that time had a reputation of "god of war" yu-dong liu, through investigation, yu-dong liu in the basketball field shown challenge themselves, beyond the limit, the spirit of striving and anastomosed with the peak brand positioning is as a result, a combination of both became the natural things. Facts have proven that through good image construction and the big brand advertising, comprehensive market network construction, sales and brand influence are unprecedented ascension.
3.2 meet peak - the outside world
Peak in the overall brand image at the same time, start to modify the sales channels. In the spring of 2005, decided upon by the board of directors of the company research and develop global mindset, implement the strategy of globalization, the development of global resources, the introduction of international talent, daring to competing in the market of international.. Peak effect brand internationalization strategy.
In September 2005 with "China's space" to realize strategic alliance, denounce is gigantic endowment with "the god six" space partners, peak sports equipment space to borrow, to launch "space quality" brand strategy, successfully broke the domestic low-end brand impression; In February 2006, the peak at this sponsorship Australia's national men's and women's basketball team, the same year on September 24, let the Chinese sports brand proud one day, in the history of the Chinese sports pride, the day, the Australian women's basketball team wore tight couplet peak basketball suit on the 15th world championship title. In the same year in July, the peak force outdoor sports market, in Asia, the highest elevation in the world the fifth highest tour DE qinghai lake international road cycling race designated sports equipment; In August, the peak named "the second intercontinental stankovic basketball champions league again," let the Chinese fans see lots of world basketball superstar, peak reputation linear flutter; On September 21, 2006, shane battier peak signing NBA Houston rockets star, let the world famous star endorsement of basketball hall China brand, prove peak recognition by the international sports height. In November 2007, the peak with extraordinary strength as the NBA market partners, and began in 2005, has sponsored the Houston rockets in the NBA, the bucks at home in the United States, as well as intercontinental stankovic basketball, the European champions league all-star, Australia's national men's and women's basketball team international events and sports teams, peak successfully set up the first-class international sports brand image. In the unprecedented fierce competition of the Olympic 2008 environment, peak show originality, signing sponsored Iraq, Cyprus Olympic team for the 2008 Beijing Olympic Games between the two countries; At the same time be the partner of the "smiling Beijing" 2008 volunteers to carry out the Olympic marketing. Time on December 22, 2008 in the United States, officials in the NBA and Chinese brands peak in the New Jersey nets' press release announced that the two sides will further cooperation and jointly promote the NBA basketball cultural communication and integration with China. Rockets two rival RON artest and deacon, dikembe mutombo, and the Los Angeles lakers general, sasha vujacic, the Denver nuggets ace sonny vimal, and Cleveland cavaliers darnell Jackson star will pedal peak such as war boots in the NBA, become its global brand ambassador. Peak became the first in the history of one-time signing five players of the Chinese sports brand. Predictably, under the guidance of peak and the NBA even American society will sweep a fashionable Chinese wind, Chinese culture will be smelling sweet exotic land. In March 2009, the peak and the FIBA (FIBA) signed on as strategic partners, from the monopoly of the world's top two big basketball tournament resources.#p#分頁(yè)標(biāo)題#e#
This is the peak 20 years of development, from here it is not hard to see peak has been executed scaling new heights, challenge themselves, spirit of transcending oneself. Peak has a foothold in this brand in the domestic and foreign markets and gradually grow as an international well-known brand is not without reason.
IV, explore peak's development and growth
4.1 products are of good quality
21 years ago, the sound of a national sports brand in the southeast of the motherland, and this is the peak group was established. Today, the peak group has developed into a collection of shoes, bags, shoes, clothing, sports equipment such as a variety of professional business export-oriented enterprise groups. Company's existing industrial land, factory building area of 27000 square meters, owns four in the late ninety s and early 2000 s advanced shoemaking production lines and supporting equipment, four sets of imported production equipment and professional sneakers bottom shoes material production line, the enterprises have 1355 employees, annual output of 3 million pairs of sports shoes, the output value of 1. 500 million yuan.
21 years of trials and hardships, peak national consciousness, brand consciousness, the peak of the fighting spirit in China left an enduring footprint on the shoe industry. As a matter of fact, peak breadth on the athletic field, yong qing national sports brand flag, rely on is - quality.
For enterprise specializing in the production of sports shoes, there's nothing more real and effective use of competitive sports to test the product quality. Practice has proved that peak is withstand test. Peak of the quality of construction, has always been the strategic focus of enterprise development. Peak of 1995, the company situation, decided to fully implement ISO9000 series standards, prompted the company's quality management and product quality up to a new level, to ensure that the enterprise good momentum of development. In order to realize the effective operation of quality system, peak company has a strict WuBuZhun! Regulations and three-no pass principle. The unqualified materials are not allowed to be put into production, unqualified parts are not allowed to be put into production, unqualified components are not allowed to flow into the next working procedure, unqualified products are not allowed to production, unqualified products are not allowed to the factory. Sometimes let go! Is the reason why not find out don't pass, responsibility not clear don't pass, measures not to carry out. When the peak! Product average grade A rate was 99. 45%, compared to 1994 increased by 1.33%, directly and indirectly to increase the benefit of 1 million yuan, began to reap the benefits of the implementation of ISO9000 series. Peak company became the first domestic travel (sneakers) industry through product quality, quality guaranteed rating system dual certification enterprises. 1997, 1998, 1999 peak product grade A rate was increased by 0.15%, 99.60% and 99.85% by 2001. [2]#p#分頁(yè)標(biāo)題#e#
Training education is the premise to do a good job in quality management. Strictly regulate system, establish and improve the quality system is about the quality of the traditional extensive management mode of a strong shock. Peak company combining training education and implementation of ISO9000 standard system, take full participation, distinguish between levels, the difference between key, various forms of education stable cross, make quality consciousness. Grass-roots management personnel must be familiar with the program files, process planning, product standards; Technical personnel must be familiar with all kinds of skills, quality system program files, operating norms, technical standards; Quality auditors must be more accurate grasp of the quality system, check the stricter and more detailed judgment; Education training focuses on knowledge test all of our employees, skills contest, and heavy learning, cultivate the quality of atmosphere; To the company's senior leadership training, are senior from external experts to lecture, realize the knowledge update and grasp the macro strategy. Practice, the peak of people realize that training is to reach consensus and maintain quality system effective operation needs.
All shuo Jin Hongyang peak spirit, Shanghai Oriental sports supplies company is the enthusiastic support of peak brand sports shoes, since 1990 since the distribution of peak brand sports shoes, and passion for the brand. Peak group long-term tracking user feedback, according to the Shanghai Oriental sports goods company warmly wrote: "the Chinese own brand - peak shoes series products, in nearly a decade in the consumer has a high reputation in the heart, peak shoe company serious on quality, based on quality, moderate price and considerate service to win. To sell shoes, selling peak shoes, due to the peak brand sneakers wear-resisting, comfortable to wear and shock, high elasticity, resistance to bending, novel styles, welcome by the Shanghai market. The same distribution of peak brand sneakers 21 years in chongqing department store building, also for its praise: peak shoes consumer complain less, good quality assurance, is the best-selling product.
The goal of enterprise demand peak in one hundred the quality of the work more solid, quality standards to meet the market demand, demand peak brand more integrity and perfect.
4.2 the unique brand positioning
2 the uniqueness of positioning
"Peak" since the date of birth, is to develop basketball series products for strategic positioning, is proposed to build professional, comfortable, wear resistance of the strategic target of "the first brand of Chinese basketball". This kind of distinctive professional basketball brand positioning, given the peak sales of unique selling point.
4.2.2 unique positioning of sustainability
20 years of development history, the peak has not left the basketball sport, from domestic to A A and A B league international European basketball all-star game, dejan stankovic cup and Houston, which embody the tension peak professional basketball brand. This persistent attention and support for basketball, made the peak the positioning of the brand at first got deeper accumulation and consolidation, it is also against the persistence and basketball and clear positioning, the road to peak walked out of their own brands.#p#分頁(yè)標(biāo)題#e#
The vitality of holdings positioning gives
"I can, infinite possibility" brand advocating life movement to advocate a new concept, namely the challenge the limit of enjoy sports at the same time, also give the peak brand challenge themselves, striving, enterprising, fun, such as the image of the corresponding value-added, make its orientation is not only simple slogan, to have more fresh vitality, and also easy to cause the resonance of the consumers, stimulate their active and enterprising, the spirit of struggle.
Peak sponsorship bayi basketball team in 1991, produced the first a pair of oversized professional basketball shoes, in more than 20 years to grow
Journey, peak has not left the basketball sport, from the CBA and NBA, from the national men's basketball team B league all-star to Europe
The star league, from the Houston rockets to the New Jersey nets, peak basketball brand image has been deeply rooted in the hearts of the people. This basketball
Movement of persistent attention and support, the peak the positioning of the brand at first got deeper accumulation and consolidation, it is
Against the persistence and basketball and clear positioning, peak out of their own brands. Extensive participating countries
Within the competition and international competition, perfectly embodies the peak and synchronization of the globalization of the world basketball; Rate of high level and high attention
Basketball tournament to participate in the law, make consumers feel the peak professional at the same time, also can fully embody the specialization is never
Out of style, innovative.
4.3 peak adhere to the "star" thought propaganda strategy
Peak in spokesperson selection did well with their own brand positioning.
In 2002, on behalf of the Chinese basketball "ares" yu-dong liu as peak image spokesperson, offers an excellent interpretation to the peak to build "the first brand of Chinese basketball equipment" position, the title of "god of war", at the same time yu-dong liu and ares injected with indomitable spirit for peak brand, constantly transcend self personality, and "I can, infinite possibility" peak sports spirit is very good fuses in together, with the continuous beyond the myth of "ares" yu-dong liu, the peak as a professional basketball brand image more deeply rooted in the hearts of the people.
In September 2006, the United States finished member shane battier peak global famous star image spokesperson. Shane battier's strength and team spirit and the peak positions "dream team achievement" kiss and, is also the necessary of peak brand internationalization.
Held in Beijing in August 2008, the peak image spokesman Jason kidd media event. In December, peak again signing dikembe mutombo (rocket), RON artest (the lakers), vujacic and sonny vimal (Denver), darnell Jackson (knight) five NBA star image speak for it.#p#分頁(yè)標(biāo)題#e#
Peak in the choice of face not only pay attention to the positioning of basketball related, more important is product information can be well integrated into the face of the events, the life, very good mining and create all kinds of news resources, breaking the general "only in a commercial endorsement" random surface sticking phenomenon of endorsement.
"STAR TEAM" [3] is a peak in signing NBA STAR endorsements, on the basis of introduced the optimization of the spokesperson resources utilization model of innovation. At present, the peak of seven representative covers on the basketball court in all positions - shooting guard, small forward and power forward and center, point guard, etc., in fact has already formed the peak of the all-star TEAM, namely "STAR TEAM".
In 2009, the "STAR TEAM" will cooperate with "I CAN PLAY" and "first" brand connotation, competition, training camp and a series of activities to support peak related marketing. This is the peak has been sticking to the route of internationalization and specialization, and the route is deepening, relying on a world-class events, let more world-class professional players put on peak combat boots. Peak, let the world see the cooperation with the NBA is not just a slogan, also is not only a market cooperation partner, but a comprehensive strategic partnership, peak to depth involved in every cell of the NBA. The event marketing mode for peak from the Chinese market to world faster.
4.4 to participate in the competition analysis
4.4.1 persistent and specific peak
Domestic events to the extensive participation of international competition, perfectly embodies the peak and synchronization of the globalization of the world basketball; Basketball tournament to participate in high level, high attention rates method, make consumers feel the peak professional at the same time, also can fully embody the specialization is never out of style, innovative. As events "marriage" return all advertising advantage gained by the authority, also makes the peak information has high identification and exclusive. Such as "the second intercontinental stankovic basketball champions league", all the referee, cheerleading, workers at home and abroad will be put on obvious peak logo clothing; On December 22, 2005-2005 sponsorship during the NBA, get in the Houston rockets home game set 4 floor billboards, to prominently scoreboard version of advertising form in the field. All of these make peak become another focus in addition to the players in the ring.
4.4.2 eye extremely tournament selection
A. the high-level event participation
"Dejan stankovic continental champions league basketball" and the NBA and other kinds of big and special competition participation, evoke many fans and media attention, is the peak power and the best proof of product charm, as the fiba President ching Carl men ky said, "why so many sports brands in China, we chose the peak, because peak basketball equipment is one of the best".#p#分頁(yè)標(biāo)題#e#
The participation of all of these events, the occurrence of the comments and triggered by news effect, makes it easy to add these events to the important status and good impression virtually transferred to the peak, think peak like these sports, is a high level of high quality, worthy of attention and trust companies.
B. sponsored team of substantial results
In choice of team, players peak also has an eye, funded by the team results are better, easy to make people are paying attention to and happy team title at the same time give peak "champion" beautiful colour, its brand value is also improved. Such as: in the early 90 s, basketball team provide peak as the bayi rockets' game special shoes, training, help the bayi rockets' team obtains the champion, has realized the consecutive from now on.
In September 2006, peak shirt of Australian women's basketball team win - win the Australian women's basketball team using peak close basketball jersey is development after early many technological experiments, a new basketball bold innovation. Material is the leading domestic air super elastic mesh cloth and conjoined design at the same time, reduce the athlete in the sport by resistance, at the same time greatly improve the flexibility of the athletes. Women's basketball team after the world championships, many European countries, the head of the basketball team of peak this show great interest in basketball jersey, expressed the hope that can cooperate with peak group, using peak tight basketball jersey to participate in international competition.
In January 2007, in the ares nine generation of shane battier victory over his old club meng ash, the grizzlies.
4.5 the event planning and successfully used
Peak 2010 NBA star China was launched on July 28, the peak Hong Kong shares soared by 8.46%, with the peak has been adhere to the development strategy and brand accumulation
On July 28, 2010 NBA champion lakers "beast" RON artest, hand in hand "three pairs of king" Jason kidd, "batman" Sean shane battier, "the birds" Carl landry and Michael pietrus, airborne city, five star for the arrival of "the dream, spell out the glory - 2010 grams of star China line and new combat boots launch" opened the curtain, this is the peak give Chinese fans of basketball. The Chinese line is divided into "peak basketball training camp", "fan" carnival, public welfare activities and so on three big tectonic plates, the star will be growing by sharing their own stories and pursue basketball dream journey, so as to motivate youth fans confidence, insist on, don't give up, strive for the dream of life attitude. China last station, 2010 stars interact with Beijing fans joy, a passionate basketball storm swept through the city. Clap for the fans, believe in their hearts also left an enduring memory. Kind has said goodbye to look at the stars, many fans waving to meet the peak of NBA star China next year.#p#分頁(yè)標(biāo)題#e#
Thus it is easy to see that the peak of the organization's NBA China tour was a complete success. The peak NBA star 2010 China tour covered domestic zhengzhou, shenyang, xian, hangzhou, suzhou, kunming, guangzhou, zhuzhou, such as 18 cities, has had a huge impact, as the peak has won the good reputation and popularity, also gave the fans a close contact with star, is a win-win situation. And the NBA China tour just peak for event planning by using an example, peak also organized event activities for many times, such as peak basketball theme shops, held in xiamen, the peak of 2010-2011 winter and spring new exchange fair, and so on. Have to say, the success of these activities held for the future development of the peak is immeasurable.
V, may encounter problems in the brand development
5.1 brand strategy group
Sports brand of collective strategy homogeneity for peak is a serious problem. Founded in 1989, the peak can be called one of the earliest professional sports brand in China current peak group President Xu Jingna merchant circle in fujian and even the "the first person of fujian private brand" title. In last century appeared on the river for a long time of "south peak, north star", enough to show that peak sports equipment brand enterprise in China.
In the last century and s, since the peak is located is called "the shoes all of the world". Jinjiang anta newcomers such as large rise, peak in the field of China and fujian sports equipment brand in the situation of unify the whole country was broken moment. Some brands depend on the sports star endorsement, the CCTV sports channel advertise opened the market rapidly across the country, and even started in the CCTV sports channel large advertising frenzy at the peak of 2004, 2005 in the CCTV sports channel advertising jinjiang sports brand up to more than 40, CCTV, more than 100, one hundred million yuan a year of advertising one over ten from here though tactical cluster but it is undeniable that the simple and crude way of promotion but real climbing anta, hon star was born, and so on numerous audience familiar sportswear brands. [4]
5.2 to move into other issues in the field of sports
Due to peak at the beginning of factory have distinct professional basketball brand positioning, but with the continuous development of enterprises, is bound to move into other sports, in this way, one is the cause of other brands in the field of conflict, 2 it is to give consumers a "peak is no longer a professional basketball equipment" feeling. How to solve the problem need to peak make careful planning before into other markets.
5.3 enterprise continued development
Peak at present of the domestic market share has reached a new peak, how to continue to improve their own influence, make consumers are willing to buy peak products?
#p#分頁(yè)標(biāo)題#e#
Has a broad market in a foreign country, but because of many in number of foreign well-known brands, famous brands of these maturity is high also, peak how to expand its market share in the foreign market is also a question worth thinking about.
Reference
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[1] the international famous financial media Forbes Chinese version
[2] the peak's official website
[3] ching peak marketing model analysis. 10th, 2010
[4] Huang Jun. Peak's marketing keywords. 205 contemporary managers
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