安踏品牌运动服装营销策略研究
Research on Marketing Strategy of Anta Brand Sportswear

我国经济长期处于稳步上升态势，2020年疫情给我国实体经济带来一定冲击，但同时加速我国互联网经济发展。随着“双循环”新发展格局形成，人民物质生活水平不断提高，加之疫情期间，人民群众健身运动意识增强，我国体育行业迎来新的发展机会。安踏自创立以来不断发展，成为我国最大综合性体育品牌，在国内市场具有影响力。“双循环”发展格局和后疫情时代给以安踏为代表的我国众多本土运动品牌创造新机会，这些本土品牌需要积极适应市场环境，优化品牌营销策略，刺激国内市场需求，努力扩展国际市场。本文对当前“双循环”发展格局和后疫情时代背景下安踏营销策略进行详细剖析，为安踏适应环境变化、优化营销策略提供针对性建议，进一步促进发展并给予其他国产品牌有效的借鉴经验。
China’s economy has been on a steady rise for a long time, and the 2020 epidemic brought some impact on China’s real economy, but at the same time accelerated the development of China’s Internet economy. With the formation of the new development pattern of “double cycle”, the continuous improvement of people’s material living standards, coupled with the enhancement of people’s fitness awareness during the epidemic period, China's sports industry has ushered in new development opportunities. Since its inception, Anta has continued to develop and become the largest comprehensive sports brand in China, with influence in the domestic market. The “double cycle” development pattern and the post-epidemic era have created new opportunities for many local sports brands represented by Anta in China. These local brands need to actively adapt to the market environment, optimize brand marketing strategies, stimulate domestic market demand, and strive to expand the international market. This paper makes a detailed analysis of Anta’s marketing strategy under the current “double cycle” development pattern and the post-epidemic era background, provides targeted suggestions for Anta to adapt to environmental changes and optimize marketing strategies, further promotes development and gives other domestic brands effective reference experience.