ï»?!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> 中国¾Uºç»‡æœè£…品牌¾|?/title> <meta name="keywords" content="" /> <meta name="description" content="说è“v国内的运动品牌,有一个词的知名度不亚于几大龙头品牌,那就是“晋江系”。晋江作为福建泉州下属的一个县¾U§å¸‚åQŒå´æ¶ŒçŽ°å‡ºå®‰ítã€ç‰¹æ­¥ã€?61度等让全国äh民耳熟能详的体育用品企业。与安踏和特步相比,2003òq´æ‰åˆ›ç«‹çš?61度品牌算是晋江系˜q™ä¸ªå¤§å®¶æ—ä¸­çš„小弟。但是在众多老大哥面前,361度敢于在" /> <link href="/templets/textile/images/style.css" rel="stylesheet" type="text/css" /> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" /> </head> <body> <div style="position:fixed;left:-9000px;top:-9000px;"><noframes id="n57rn"></noframes><track id="n57rn"><del id="n57rn"><progress id="n57rn"><dl id="n57rn"></dl></progress></del></track><listing id="n57rn"><track id="n57rn"><span id="n57rn"><rp id="n57rn"></rp></span></track></listing><ruby id="n57rn"><thead id="n57rn"></thead></ruby><track 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style="line-height:22px;font-size:14px;color:#333;letter-spacing:1px;width:560px;padding-top:20px;"><p style="text-align:center;">  <img src="/uploads/images/20151229/14513621447999.jpg" title="mp50922436_1451278778884_1_th.jpg" /></p><p style="text-indent:2em;">说è“v国内的运动品牌,有一个词的知名度不亚于几大龙头品牌,那就是“晋江系”。晋江作为福建泉州下属的一个县¾U§å¸‚åQŒå´æ¶ŒçŽ°å‡ºå®‰ítã€ç‰¹æ­¥ã€?61度等让全国äh民耳熟能详的体育用品企业。与安踏和特步相比,2003òq´æ‰åˆ›ç«‹çš?61度品牌算是晋江系˜q™ä¸ªå¤§å®¶æ—ä¸­çš„小弟。但是在众多老大哥面前,361度敢于在体育营销领域和它们正面竞争,同样在市åœÞZ¸­é—¯å‡ºå±žäºŽè‡ªå·±çš„一片天地ã€?/p><p style="text-indent:2em;"><br /></p><p>  <strong>【关键词】腾è®?里约奥运ä¼?CCTV 马布é‡?孙杨 宁泽æ¶?亚运ä¼?361“ï</strong></p><p>  虽然361度很òq´è½»åQŒä½†æ˜¯åœ¨å“ç‰Œåˆ›ç«‹ä¹‹å‰ž®±å·²¾lç»åŽ†äº†å¾ˆé•¿æ—‰™—´çš„积淀ã€?61度的前èínž®±æ˜¯1994òq´è¯žç”Ÿçš„别克åQŒä¸€å®¶ä¸“业制鞋的企业。进å…?1世纪之后åQ?61度在国内的运动鞋市场占有率就½E›_±…前三甌Ӏ‚不˜q‡ï¼Œç”׃ºŽå’Œç¾Žå›½çš„著名汽èžR企业“别克”品牌撞车,˜qåŠ¨éž‹åˆ«å…‹ä¸å¾—不更换品牌åQŒè¿™æ‰æœ‰äº†å¦‚今的361度。从“别克”到â€?61度”,˜q™ä¸ä»…仅是名字的变化åQŒæ›´ä»£è¡¨ç€å…¶ä»Žå•ä¸€å“ç±»åˆ°è¦†ç›–整个体育用品äñ”业链的系¾lŸå‡¾U§ã€?/p><p style="text-align:center;">  <img src="/uploads/images/20151229/14513621919669.jpg" title="mp50922436_1451278778884_2.jpg" /></p><p>  <strong>立èƒö乒羽½{‰å›½å®¶ä¼˜åŠ‰K¡¹ç›®å¥ å®šæ ¹åŸ?/strong></p><p>  1997òqß_¼Œ361度的前èín别克ž®±å¼€å§‹äº†ä½“育营销路线的探索,成äؓ国家¾Ÿ½æ¯›çƒé˜ŸèµžåŠ©å•†ã€‚双方的合作长达八年åQŒå€ŸåŠ©å›½ç¾½˜q™æ”¯çŽ‹ç‰Œä¹‹å¸ˆåQŒè®©¾låŽ†å“ç‰Œæ›´è„Pçš?61度在短时间内重新树立了品牌媄响力ã€?007òqß_¼Œ361度与国羽再次¾l“缘åQŒæˆä¸ÞZ¸­å›½å›½å®¶ç¾½æ¯›çƒé˜Ÿé¡¶¾U§åˆä½œä¼™ä¼ß_¼Œä¸ºæž—丏V€å¼ å®ç­‰å›½ç¾½é˜Ÿå‘˜æä¾›èµ›åœºè£…备ã€?61度自¿U°è¦ž®†å›½¾Ÿ½å˜æˆè‡ªå·Þqš„专业˜qåŠ¨è£…备赛场ã€?/p><p>  ¾Ÿ½æ¯›çƒä¹‹å¤–,361度还ž®†è§¦è§’äŽ×向了中国的另一™å¹çŽ‹ç‰Œè¿åŠ¨â€”—乒乓球ã€?009òqß_¼Œ361度成ä¸ÞZ¸­å›½ä¹’­‘…联赛的冠名赞助商。除了运用创新技术打造赛事装备外åQ?61度还借助乒超联赛的åã^台开展了很多¾U¿ä¸‹‹zÕdŠ¨åQŒåŒ…括最受欢˜qŽè¿åŠ¨å‘˜è¯„选、“乒­‘…掠影”摄影大赛、乒­‘…服装设计大赛等½{‰ã€‚此外,361度还¾l„织了儿童夏令营、乒乓明星进校园åQŒä¸ä»…推òq¿äº†ä¹’乓球文化,让更多äh亲èín体验乒乓球运动带来的快乐åQŒè¿˜ž®†è‡ªå·Þqš„品牌融入到这份快乐当中ã€?/p><p style="text-align:center;">  <img src="/uploads/images/20151229/14513622105998.jpg" title="mp50922436_1451278778884_3.jpg" /></p><p> <strong> 从央视到互联¾|‘,开辟全新媒体合作åŞå¼?/strong></p><p>  立èƒö于乒乓球、羽毛球˜q™æ ·çš„高水åã^™å¹ç›®åQ?61度稳å›ÞZº†è‡ªå·±åœ¨ä½“育用品领域的根基。不˜q‡ä»Žèµ›äº‹ä¼ æ’­è§’度来讲åQŒä¹’¾Ÿ½è¿˜æ˜¯ç›¸å¯¹å°ä¼—。äؓ了创造持久、爆发性更强的品牌曝光度,361度另辟蹊径,插上了媒体传播这双翅膀ã€?/p><p>  最先进å…?61度视野的自然是CCTV-5ã€?006òqß_¼Œ361度在“中央电视台2007-2008体育赛事直播合作伙伴”招标中击èÓ|众多国际品牌åQŒæ‰“破了国际巨头寚w¡¶¾U§ä½“育资源的垄断。è€?61度也加入到当时央五策划的å¨×ƒ¹½‹®çƒå¤§èµ›é˜µè¥ä¸­ã€‚活动中åQŒä¸­å¤®ç”µè§†å°¾l™äºˆäº?61度很大的品牌宣传½Iºé—´åQŒåœ¨æ¯æœŸèŠ‚目中,各处¾l†èŠ‚都对361度完全开放。所有参赛选手都ä‹Éç”?61度提供的全套½‹®çƒè£…备。整个赛事从路演、初赛到æ€Õd†³èµ›åŽ†æ—¶åŠòqß_¼Œèµ°è¿‡å…¨å›½åå¤šä¸ªåŸŽå¸‚,参与者覆盖全国各圎ͼŒæ¶‰åŠä¸åŒé˜¶å±‚、不同年龄段的äh¾Ÿ¤ã€‚除了中央电视台åQŒè¿˜æœ?2家电视台å¯ÒŽ¯”赛进行了转播ã€?/p><p>  2008òq´åº•åQ?61度又成äؓCCTV-5服装指定供应商,该频道所有主持äh及出镜记者都会èín着自己品牌的服装。äëu敦奥˜qä¼šä¹‹å‰åQ?61度融˜qåŠ¨ã€æ—¶ž®šäºŽä¸€ä½“,为奥˜qæŠ¥é“团打造了高质量、高品位的“时ž®šé­…影”系列专属装备ã€?/p><p>  除了传统的电视媒体,361度还ž®†è§†é‡Žæ‰©å±•åˆ°æ–°åª’体领域ã€?006òqß_¼Œ361度冠名了腾讯¾|‘体育频道,‹Æ¡å¹´åQŒåŒæ–¹è¾¾æˆæˆ˜ç•¥åˆä½œä¼™ä¼´åè®®ï¼Œæå‡ºäº†â€œèµ›äº‹å…±å»ºã€ä¼šå‘˜å…±äº«â€çš„理念。北京奥˜qä¼šæ˜?61度与腾讯体育联合打的最大一仗。腾讯体育也与国家羽毛球队签¾U¦ï¼Œå›´ç»•˜q™ä¸€é»„金资源åQŒè…¾è®¯ä½“育推å‡ÞZº†â€?61度—羽毛球队独家专题”,‹¹é‡­‘…过800万次。林丏V€å¼ å®ç­‰åå°†éƒ½å¼€é€šäº†è…¾è®¯åšå®¢åQŒå¸å¼•äº†å¤§é‡¾_‰ä¸å…Ïx³¨åQŒä»…林丹的个人博客奥˜qæœŸé—´å°±æœ‰æŽ¥˜q?00人的讉K—®é‡ï¼Œè€Œæ¯ä¸ªäh的博客都会有361度的品牌体现ã€?61度借助奥运会的影响力和腾讯的åã^åîC¼˜åŠ¿ï¼Œå“ç‰Œæ€ÀL›å…‰è¶…˜q?20亿次åQŒæ€È‚¹å‡»è¶…˜q?45万äh‹Æ¡ï¼Œå—到成效显而易见ã€?/p><p>  今年åQ?61度在体育媒体领域再出手,与乐视体育签订战略合作协议,双方ž®†åœ¨æ™ø™ƒ½˜qåŠ¨è£…备的设计研发及生äñ”、APP应用½E‹å¼ã€é¡¹ç›®è¥é”€½{‰å¤šæ–šw¢˜q›è¡Œåˆä½œã€‚可见,除了品牌曝光åQ?61度开始将注意力è{¿UÕdˆ°¿U‘技、营销领域åQŒé€šè¿‡ä¸Žäº’联网媒体的结合,提高自己的创新能力ã€?/p><p style="text-align:center;">  <img src="/uploads/images/20151229/145136224419.jpg" title="mp50922436_1451278778884_4.jpg" /></p><p>  <strong>以大型体育赛事äؓä¸Èº¿ä¸æ–­å‡çñ”</strong></p><p>  361度可以说是国内众多体育品牌对世界¾U§ä½“育大赛最痴迷的一个ã€?010òq´å¹¿å·žäºš˜qä¼šåQ?61度投入超˜q‡ä¸‰äº¿å…ƒæˆäؓ本次赛事体育服装¾cÕd”¯ä¸€çš„高¾U§åˆä½œä¼™ä¼´ä»¥åŠäºšå¥¥ç†äº‹ä¼šå…¨çƒå®˜æ–¹èµžåŠ©å•†ã€‚ç­¾¾U¦å¹¿å·žäºš˜qä¼šåQŒå¼€åˆ›äº†ä¸­å›½ä½“育品牌首次赞助亚洲最大型体育赛事的历双Ӏ?/p><p>  361度不仅提供了全套亚运官方服饰åQŒè¿˜ä¸ºå…­æ”¯ä¸­å›½ä»£è¡¨é˜Ÿå’Œä¹ä¸ªäºš‹z²å›½å®¶ä¸“门打造了42™å¹ä¸“业竞赛装备。äؓ帮助˜qåŠ¨å‘˜åœ¨èµ›åœºå‘挥最ä½Ïx°´òq»I¼Œ361度整合运动科技、设计创新等领域的优势资源,òq¶ä¸Žä¸–ç•Œ˜qåŠ¨æœè£…领域的顶¾U§å›¢é˜Ÿæºæ‰‹ï¼Œæ‰“造更专业、更å…ïL§‘技感的装备。亚奥理事会ä¸Õd¸­è‰‘Ö“ˆ˜qˆå¯d亲王ž®Þp¡¨½Cºï¼Œ361度提供的各种亚运装备带给了äh们很多惊喜,它代表了亚洲体育品牌的最高研发水òqŸë€‚赛后,他还ç‰ÒŽ„å?61度总裁丁伍号先生颁发了“亚‹z²ä½“育èµA献奖”ã€?/p><p>  深圳大运会是361度ç‘ôòq¿å·žäºšè¿ä¼šåŽåˆä¸€‹Æ¡å¼ºæœ‰åŠ›å‡ºæ‰‹ã€?61度äؓ大运会提供火炬手服装、官æ–ÒŽ¯”赛服½{‰è£…备,此外361度还ž®†å“ç‰Œä¸Žå¤§è¿¾_„¡¥žæ·±åº¦èžåˆåQŒåˆ¶å®šäº†â€œå¤šä¸€åº¦çƒ­çˆ±ï¼Œä»Žè¿™é‡Œå¼€å§‹â€çš„大运战略åQŒå¼€å±•äº†â€œå¤§˜qå¤§½‹¯‚žR校园行”、â€?61度DAY”等大运支持‹zÕdŠ¨ã€‚åƈ在社交媒体上发è“v了“无处不热爱”的¾U¿ä¸Š‹zÕdŠ¨ã€?/p><p>  仁川亚运会,361度斥资超˜q‡äº¿å…ƒæˆä¸ºå”¯ä¸€çš„运动品牌赞助商。这‹Æ¡äºš˜qä¼šå…‰å·¥ä½œäh员和志愿者äh数就­‘…过2万ähåQŒä»–们全部穿着印有361度Logo的T恤。äؓæ­?61度提供了薄荷、深蓝、橘、蓝、白五种颜色åQŒå¯¹åº”代表了东亚、东南亚、西亚、中亚和南亚五个区域åQŒè±¡å¾äºš‹z²å„民族、国家和地区交流合作åQŒåŒ…容共˜q›ã€‚此外,361度还整合了中国国家游泳队、自行èžR队比赛服以及中国澳门代表队出场服ã€?/p><p>  åŽÕd¹´åQ?61度成为里¾U¦å¥¥˜qä¼šå®˜æ–¹ä¾›åº”商,˜q™ä¹Ÿæ˜¯å›½å†…首家成为奥˜qä¼šå®˜æ–¹åˆä½œä¼™ä¼´çš„体育用品企业。据悉,361度将为里¾U¦å¥¥˜qä¼šå’Œæ®‹å¥¥ä¼šçš„工作äh员及志愿者提供超˜q?0万äšg制服。而在本届奥运会和ŒD‹å¥¥ä¼šçš„全部45™åҎµ‹è¯•èµ›ä¸­ï¼Œ˜q™äº›æœé¥°ä¹Ÿç”±361度提供。此外,奥运火炬接力人员也将íw«ç€361度的服装。据巴西媒体报道åQ?61度将投资¾U?000万元˜q›å†›å·´è¥¿å¸‚场åQŒè®¡åˆ’在巴西讄¡«‹10家办事处ã€?61度希望以巴西为桥头堡åQŒè¾ž®„整个拉¾ŸŽå¸‚场ã€?/p><p style="text-align:center;">  <img src="/uploads/images/20151229/1451362260233.jpg" title="mp50922436_1451278778884_5.jpg" /></p><p>  <strong>从篮球到游泳åQŒç»†åˆ†å¸‚场的¾_‘Ö‡†å®šä½</strong></p><p>  作äؓ以制鞋è“v家的361度来è¯ß_¼Œåœ¨ç¯®çƒå¸‚场的˜qä½œè‡ªç„¶æ˜¯å¿…不可ž®‘ã€?011òqß_¼Œ361度与当时˜q˜åœ¨‹‚®æž—狼的凯文·乐福½{„¡º¦ã€‚乐¼›åœ¨æ–°ç§€èµ›å­£ž®±æ‰“å‡?9‹Æ¡ä¸¤åŒï¼Œåˆ›é€ æ£®æž—狼队史¾Uªå½•åQ?011òq´é¡¶æ›¿å§šæ˜Žé¦–‹Æ¡å…¥é€‰å…¨æ˜Žæ˜Ÿèµ›åƈ获得该赛季进步最快球员奖åQ?012òq´å¤ºå¾—全明星三分王,2014òq´é¦–‹Æ¡å…¥é€‰å…¨æ˜Žæ˜Ÿé¦–发阵容。今òq´å¤å¤©ï¼Œä¹ç¦ä¸Žéª‘士签ä¸?òq?.1亿美元的™å¶è–ªåˆåŒåQŒæ­£å¼è¿ˆå…¥é¡¶¾U§çƒæ˜Ÿè¡Œåˆ—。此外,他还跟随¾ŸŽå›½å›½å®¶é˜Ÿå¤ºå¾—过世锦赛和奥运会的金牌ã€?/p><p>  361度äؓ乐福专门打造了“天生热爱”和“热爱勇试”的主题òq¿å‘Šã€‚此外,åœ?012òqß_¼Œ361度还丑֊žäº†ä¸»é¢˜äؓ“热爱勇试”的½‹®çƒå˜‰å¹´åŽæ´»åŠ¨ã€‚æ­¤‹Æ¡æ´»åŠ¨è¦†ç›–了北京、上‹¹—÷€å¹¿å·žã€é‡åº†ã€å—京、武汉的六所高校åQŒä»¥äº’动挑战的åŞ式让更多òq´è½»äººåŠ å…¥åˆ°361度的½‹®çƒå¤§å®¶åº­ä¸­ã€?/p><p>  在国内,361度则挑选了马布里äؓ自己的äñ”品代­a€ã€‚马布里对于北京ç”ïL¯®æ¥è¯´¾lå¯¹æ˜¯ç‰¹ŒDŠçš„一个,他的到来åQŒäؓ北京首钢带来了三个æ€Õd† å†›ï¼ŒåŒæ—¶ä¹Ÿè®©è‡ªå·±æˆäؓCBA外援的标杆äh物ã€?61åº?012òq´ä¸Žé©¬å¸ƒé‡Œç»“¾~˜ï¼Œè§è¯äº†é©¬æ”¿å§”在CBA最辉煌的一ŒDµå²æœˆã€‚如今已¾lå®Œå…¨èžå…¥ä¸­å›½æ–‡åŒ–的马布里在国内¿U¯ç¯äº†å¾ˆé«˜çš„人气åQŒåŽ»òq´å’Œä»Šå¹´çš„两‹Æ¡ä¸­å›½è¡Œå—到½‹®çƒçˆ±å¥½è€…的热烈˜q½æ§åQŒåŒæ—¶ä¹Ÿä¸?61度的品牌宣传起了很强的推动作用ã€?/p><p>  ä»?61度的½‹®çƒè¥é”€æˆ˜ç•¥æˆ‘们不难看出åQŒåœ¨½‹®çƒå¸‚场åQ?61度秉承着焦点聚焦的原则,虽然覆盖面不òq¿ï¼Œä½†æ˜¯é€šè¿‡å¯¹å…·ä½“客æˆïLš„¾_¾è€•ç»†ä½œï¼Œä»ç„¶èƒ½å¤Ÿåˆ›é€ å‡ºä»¥å°åšå¤§çš„效果ã€?/p><p style="text-align:center;">  <img src="/uploads/images/20151229/14513622794013.jpg" title="mp50922436_1451278778884_6.jpg" /></p><p>  361度的众多体育营销行äؓ中有两次成功的押宝ä×oäºø™µžåV€‚äëu敦奥˜qä¼šä¹‹å‰åQ?61度就½{¾ä¸‹äº†ä¸­å›½æ¸¸æ³³çš„领军人物孙杨。虽然奥˜qä¼šä¸­ï¼Œå­™æ¨çš„运动装备上òq¶æ²¡æœ?61度权益的体现åQŒä½†æ˜?61度凭借自íw«çš„宣传˜q˜æ˜¯è®©å¥¥˜qä¼šä¸Šå¤ºå¾—两枚金牌的孙杨成äؓ了品牌助推器。现在孙杨是世界上当仁不让的中长距离自由泳之王,巴塞¾|—那和喀å±Þp¿ž¾l­ä¸¤å±Šä¸–锦赛都有½E›_®šå‘挥åQŒæ˜Žòq´çš„里约孙杨能否¾l§ç®‹çˆ†å‘则成ä¸?61度最兛_¿ƒçš„事了ã€?/p><p>  长江后浪推前‹¹ªï¼Œå‰æµªä¾ç„¶å¼ºåŠ²åQŒåŽ‹¹ªæ—©å·²ä¸ç”˜å¯‚寞。今òq´å¹´åˆï¼Œ361度又ž®†æ¸¸æ³³é˜Ÿå¦ä¸€ä½æ‰ä¿Šå®æ³½æ¶›æ‹›è‡´å¸ä¸‹ã€‚去òq´ä»å·äºš˜qä¼šä¸Šå·²¾lå´­éœ²å¤´è§’的宁泽涛在喀å±×ƒ¸–锦赛上创造了历史åQŒæˆä¸ºç¬¬ä¸€ä½å¤ºå¾—ç”·å­?00¾cŒ™‡ªç”±æ³³å† å†›çš„亚‹z²äh。这一成就也ä‹É得宁泽涛商业价值暴涨,倘若明年里约仍能¾l§ç®‹¼œžå¥‡å‘挥åQŒé‚£ä¹ˆä»–的地位将直指刘翔、李娜等退役巨星。无论如何,361度签¾U¦å®æ³½æ¶›éƒ½æ³¨å®šæˆä¸ÞZ½“育商业领域的妙笔ã€?/p><p>  与安ítã€åŒ¹å…‹ã€æŽå®ç­‰å“ç‰ŒæŠ¢å çƒ­é—¨èµ›äº‹å’Œçƒæ˜Ÿèµ„源,361度低调中不断前行åQŒé€æ¸å½¢æˆäº†ä»¥å¤§åž‹ä½“育赛事ä¸ÞZ¸»¾U¿ï¼Œè¾…以¾l†åˆ†å¸‚场¾_‘Ö‡†å®šä½çš„战略èµ\¾Uѝ€?61度的宣传口号是“多一度热爱”,作äؓ˜q½èµ¶è€…,它用多一度的构想让自己在‹È€çƒˆçš„市场竞争中独树一帜ã€?/p><p><br /></p></div> </div><!--list2¾l“束 --> <div class="fenye"> </div> </div><!--m¾l“束 --> <div class="r"> <h1>|热点内容|</h1> <div class="g_top"><img src="/templets/textile/images/g_top.gif" /></div> <div class="g_top3"><div class="d_pic"><img src="/templets/textile/images/d_pic.gif" /></div> <ul> <li><a href="/article/case/29008.html" target="_blank">恒源¼œ¥æ¨¡å¼ï¼šåˆ›æ–°æ‰“造媄响力...</a></li> <li><a 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