【作者】 潘晓杰；

【导师】 钟旭东；

【作者基本信息】 苏州大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 改革开放以来，中国的体育用品行业呈现强劲的发展态势，随着人民生活水平的不断提高，体育的经济功能日益强大，目前体育用品产业已成为国民经济的重要产业之一。差异化营销理论是在市场营销理论逐渐完善发展的基础上形成的，并成为市场营销学的一个重要部分。在市场竞争日趋激烈的今天，企业必须适应新经济的挑战，将差异化营销作为活动准则，建立新的营销战略。本文以XQ体育用品有限公司为研究对象，内容包括有关研究的背景和意义以及差异化营销理论的介绍，重点介绍了XQ体育用品有限公司的营销发展情况并分析了存在的问题，有针对性地探讨了该公司发展的差异化营销策略，从产品差异化、服务差异化、促销差异化、价格差异化、渠道差异化五个不同的角度对XQ体育用品有限公司的差异化营销策略进行了设计。本文提出的差异化营销策略能够有效地提升XQ体育用品有限公司的销售绩效，使处在激烈竞争环境中的体育用品企业找到一条创新之路，对企业核心竞争力的形成具有较大促进作用。更多还原

【Abstract】 Since the reform and opening-up policy, China’s sporting goods industry has beenshowing strong growth momentum. With the continuous improvement of people’s livingstandards，the economic function of the athletics is increasingly strong. Nowadays, thesporting goods industry has developed into one of the most important industries in thenational economy.The differential marketing theory which has become an important part ofmarketing is based on the development of the marketing theory. The enterprises shouldadopt the differential marketing strategy and adjust the operation to meet the marketchallenges because of the increasingly fierce market competition.This paper takes XQ Sporting Goods Company as the research object, includingrelevant research background and significance of differences between the introductionof marketing theory. The article focuses on the marketing development and analysis ofthe existence question of XQ Sporting Goods Company. Then this paper designs adifferentiated marketing model for XQ Sporting Goods Company in such aspects asproducts，prices, service，promotion and channel differentiation to offer a basis for suchstrategy.The differentiated marketing strategy can significantly promotes the salesperformance of XQ Sporting Goods Company. The differentiated marketing strategycan help the enterprises trapped in the competitive market find a way of innovation andenhance their core competence.更多还原