http://zyan.cc/index.php zh-cn http://zyan.cc/post/48/ 张宴 <net@s135.com> Mon, 18 Jul 2005 06:46:21 +0000 http://zyan.cc/post/48/ 　　
　　附：
　　特步品牌来源及释义：
　　特步品牌英文名“XTEP”，源于英文“STEP BY STEP”，含有“踏踏实实、一步一个脚印”之意，中文名“特步”，既有英文名的谐音，她还表明三兴集团和特步品牌与众不同的文化内涵，即三兴集团走过的历程是与竞争对手不同的，快速变化，而又步步为营；也代表特步的消费者与众不同，他们是以青少年为代表的新生代，强调前卫、时尚、个性与自由，他们喜欢时尚而富有个性的运动用品，在运动中表现自我，在生活中崇尚自由。特步品牌符号“X”，体现了“前卫、时尚、个性与自由”的品牌文化，代表了需要我们去探索的一种未知、神秘的领域和世界。
　　品牌定位：
　　■ 消费群体定位：13岁—25岁青少年为主的年轻一族；
　　■ 产品定位：前卫、时尚、个性、休闲与自由；
　　■ 价格定位：适合大众消费，属国内同行业中档水平的价格体系；
　　■ 广告定位：选择能代表特步品牌潮流、时尚、个性、健康等特征的当红明星作代言，
　　     以吸引目标群体，并通过立体及平面广告来传递特步“非一般的感觉”的品牌诉求；
　　■ 渠道定位：以二三级市场为主，大力建设专卖店，兼以店中店，稳步向一级城市进驻。


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