国际经济与贸易学院知识库

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。耐克、阿迪达斯等知名国际品牌长期在我国市场占据大量份额，本土品牌难以突出重围，当前扩大内需是“双循环”发展格局主要战略，意味着鼓励我国本土品牌积极拓展国内市场刺激国民消费需求，加强本土品牌和国内消费者粘合度。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，是众多本土品牌的发展目标。“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，创造更好的品牌效应。
本文运用文献研究法、模型分析法、数据分析法，对当前“双循环”发展格局和后疫情时代背景下，国内外市场营销环境及安踏营销策略进行详细剖析。利用 PEST 模型和波特五力模型，明确安踏在国内外市场经营面临的宏微观环境变化、困难挑战，再通过 SWOT 模型和 4P 理论，分析安踏品牌自身优劣、当前在国内外市场上运用的营销策略，以及现有营销策略存在的问题。最后结合前文分析结果，为安踏在“双循环”发展格局和后疫情时代背景下，适应环境变化、优化营销策略提供针对性建议，进一步促进其在国内市场和国际市场的发展，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. The epidemic in 2020 has had a certain impact on China's real economy, but it has also accelerated the development of China's Internet economy. With the formation of a new development pattern of "double cycle", the continuous improvement of people's material living standards, and the increasing awareness of fitness during the epidemic period, China's sports industry has ushered in new development opportunities. Nike, Adidas and other well-known international brands occupy a long market share in China, local brands is difficult to highlight, the current expanding domestic demand is a "double cycle" development pattern of main strategy, means to encourage local brands actively expand the domestic market to stimulate national consumer demand, strengthen the local brands and domestic consumer adhesion. Since its inception, Anta has been developing continuously, and has become the largest comprehensive sports brand in China, influential in the domestic market, and is the development goal of many local brands. The "double cycle" development pattern and the post-epidemic era create new opportunities for many local sports brands represented by Anta. These local brands need to actively adapt to the market environment, optimize brand marketing strategies, stimulate domestic market demand, strive to expand the international market and create better brand effect.

This paper uses literature research, model analysis and data analysis to analyze the current domestic and foreign marketing environment and Anta marketing strategy under the "double cycle" development pattern and the post-epidemic era. Using PEST model and Porter five force model, clarify the macro and micro environmental changes and challenges faced by Anta in the domestic and foreign markets, and then through SWOT model and 4P theory, analyze the advantages and disadvantages of Anta brand, the marketing strategies used in the domestic and foreign markets, as well as the problems of existing marketing strategies. Finally, combined with the above analysis results, it provides targeted suggestions for Anta to adapt to environmental changes and optimize marketing strategies under the background of "double cycle" development pattern and post-epidemic era, further promote its development in the domestic and international markets, and give effective reference experience to other domestic brands.