体育产品的有效组合—PPT—15

1、1体育产品的有效组合?Whats a good product combination?2有效产品组合的意义 Why we need a good product combination强化零售企业的市场定位与企业特色 Increase the Market Position & Company Value3有效产品组合的目的 Whats the good product combination for?进行有效的产品组合应该以解决顾客需求为最终目的To satisfy the customers needs4运动系列Sports Catalog 鞋Footwear服装Apparel附

2、件与装备Accessories & Equipment功能Function款式Style功能Function品牌Sports Brand品牌Sports Brand品牌Sports Brand多品牌体育用品零售商产品结构示意图Structure of the product combination in multi- brand sports product retail company5有效的产品组合要体现配套性 A good product combination should be comprehensive for each category目的：满足目标顾客对于某项运动的各种

3、装备采购的需求，提供购物便利性 Help the customers find most of the equipment related to his category easily6如何体现？What to do? 单一运动系列的产品种类单一运动系列的产品种类要齐全要齐全 Wide & completed product line 兼顾同一系列顾客的不同兼顾同一系列顾客的不同阶段的需求，既要有基础阶段的需求，既要有基础级的，也要有专业级的级的，也要有专业级的 Different products for customers of different level, basic or

4、professional ones7举例 For ExampleFWAPPACCTTLSoccer Sales trend 2001 - 200420012002200320048有效的产品组合要体现选择性 Should be fully selected 目的：满足目标顾客对于一种产品需要更多选择的需求 Customers can make comparing before deciding9如何体现？What to do 提供多品牌 More brands 提供不同价格带的产品 More price zone 提供不同功能性的产品 Products with all kinds of fu

5、nctions 10 提供不同功能性的产品提供不同功能性的产品- -举例举例Products with different functions For Example11有效的产品组合要体现主题性与故事性 Theme & Story 目的：充分体现运动系列的个性，提升多品牌店铺的竞争力 Show the character of sports & increase the competition ability of the company 12如何体现？What to do?配合体育赛事与体育背景 Combined with the games and the sports background & history色系Colour story 13 配合体育赛事与体育背景Combined with the games and the sports background & historyBB Sales %Jan FebMarAprMayJunJulAugSepOctNovDecBB Sales Share%14 商品色系 C