阿迪饥饿营销对中国体育产品发展影响的研究
目 录
Abstract
In todays living standards gradually improve, we will often meet the long line at the gate of the adidas store, thousands of people standing in line waiting to buy that one of the few pairs of shoes. About adidas, consumers is not strange, its since founded in 1949, has been in constant progress and development, especially in recent years has attracted more and more attention from consumers, adidas hunger marketing impressed consumers, also through hunger marketing adidas create for themselves a good brand image, improve the product visibility and sales, adidas is a product of this year was a limited product attract the attention of the mass consumer and buy, corporate image and corporate interests to maximize. Hunger marketing is a double-edged sword, should be paid attention to when combined with the actual implementation, fully understand the advantages and disadvantages of its sales model, consumers consumer psychology and motivation, make its function fu
*好棒文|www.hbsrm.com +Q: 3_5_1_9_1_6_0_7_2
paid attention to when combined with the actual implementation, fully understand the advantages and disadvantages of its sales model, consumers consumer psychology and motivation, make its function fully exert can benefit the enterprise and the company. Study the adi hunger marketing, so as to make Suggestions for the future development of sports products in China, enhance the competitiveness of our country sports products in the market, make our country sports products good rapid development trend of the international also has the practical significance.
This paper is through the research of adidas hunger marketing model, on this basis, combining our country sports product marketing present situation and the actual situation to suggest good sales for our country sports product, eventually hope this article can develop for the future of our country sports products have certain guidance.
Key words:hunger marketing;the Chinese sports products;the core competitiveness
一、前言
（一）选题背景
由孟子云“君子引而不发，越如也”，一步一步的发展而来也就是成为了今天人们口中所谓的饥饿营销。西方经济学中有“效用理论”之说[1]，其概括来说就是消费者在使用商品和服务的过程中所得到的幸福感，这是一种心理概念，具有非常大的的主观性，换种说法也就成为市场的所谓的“饥饿营销”。人们通常所说的“饥饿营销”指的是商品供应者有目的地控制削减产品的数量，期望通过控制产品的供需关系来造成供不应求的“假象”从而来实现维持商品较高收买价格和利润率的目的。
目前使用“饥饿营销”模式来销售新产品的公司越来越多，饥饿营销的正确运用可以提高一个公司在行业当中的知名度和竞争力，使其在巨大的竞争环境下击败对手，成为行业中的领头人，这样一来正确进行产品的饥饿营销就显得尤为重要，而在饥饿营销当中最关键的也是基础的一步莫过于结合我国市场现状和实际情况，制定出促进我国市场健康发展的饥饿营销方法，制定对于如何正确进行那么如何正确进行饥饿营销，这就需要结合现状，制定适合我国市场的饥饿营销方法。本文拟以阿迪的饥饿营销为例进行研究分析，从而对我国体育产品的发展进行初步的探究。
（二）国内外研究现状
1.国外研究现状
苹果第四代手机的整个过程恰是饥饿营销思维的一个很好的体现，这也是饥饿营销的一个兴起的标志，在全球经济一体化的推动下产品甚至是服务行业运用饥饿营销的现象越来越明显和普遍，大多数跨国公司会主动地使用饥饿营销的手段和方法来提升产品形象和提高产品的知名度。有关于饥饿营销这方面的书面记载可以说是非常稀少的，各位学者们关于这方面的研究也很少，但是其作为一种实践性非常强的销售手段，具体来说像苹果专卖店门前排起的长队，丰田汽车新推出的锐志、皇冠车型的销售过程中的加价销售，阿迪销售限量版球鞋的火爆销售供不应求等现象都是饥饿营销的实际应用所造成的。
2.国内研究现状
古时候人们就知道囤货居奇、待价而沽，进入21世纪，商品经济发展迅速市场竞争压力也越来越大，各企业在市场竞争力巨大的环境下就会采取各种各样的营销手段，去灵活
Abstract
In todays living standards gradually improve, we will often meet the long line at the gate of the adidas store, thousands of people standing in line waiting to buy that one of the few pairs of shoes. About adidas, consumers is not strange, its since founded in 1949, has been in constant progress and development, especially in recent years has attracted more and more attention from consumers, adidas hunger marketing impressed consumers, also through hunger marketing adidas create for themselves a good brand image, improve the product visibility and sales, adidas is a product of this year was a limited product attract the attention of the mass consumer and buy, corporate image and corporate interests to maximize. Hunger marketing is a double-edged sword, should be paid attention to when combined with the actual implementation, fully understand the advantages and disadvantages of its sales model, consumers consumer psychology and motivation, make its function fu
*好棒文|www.hbsrm.com +Q: 3_5_1_9_1_6_0_7_2
paid attention to when combined with the actual implementation, fully understand the advantages and disadvantages of its sales model, consumers consumer psychology and motivation, make its function fully exert can benefit the enterprise and the company. Study the adi hunger marketing, so as to make Suggestions for the future development of sports products in China, enhance the competitiveness of our country sports products in the market, make our country sports products good rapid development trend of the international also has the practical significance.
This paper is through the research of adidas hunger marketing model, on this basis, combining our country sports product marketing present situation and the actual situation to suggest good sales for our country sports product, eventually hope this article can develop for the future of our country sports products have certain guidance.
Key words:hunger marketing;the Chinese sports products;the core competitiveness
一、前言
（一）选题背景
由孟子云“君子引而不发，越如也”，一步一步的发展而来也就是成为了今天人们口中所谓的饥饿营销。西方经济学中有“效用理论”之说[1]，其概括来说就是消费者在使用商品和服务的过程中所得到的幸福感，这是一种心理概念，具有非常大的的主观性，换种说法也就成为市场的所谓的“饥饿营销”。人们通常所说的“饥饿营销”指的是商品供应者有目的地控制削减产品的数量，期望通过控制产品的供需关系来造成供不应求的“假象”从而来实现维持商品较高收买价格和利润率的目的。
目前使用“饥饿营销”模式来销售新产品的公司越来越多，饥饿营销的正确运用可以提高一个公司在行业当中的知名度和竞争力，使其在巨大的竞争环境下击败对手，成为行业中的领头人，这样一来正确进行产品的饥饿营销就显得尤为重要，而在饥饿营销当中最关键的也是基础的一步莫过于结合我国市场现状和实际情况，制定出促进我国市场健康发展的饥饿营销方法，制定对于如何正确进行那么如何正确进行饥饿营销，这就需要结合现状，制定适合我国市场的饥饿营销方法。本文拟以阿迪的饥饿营销为例进行研究分析，从而对我国体育产品的发展进行初步的探究。
（二）国内外研究现状
1.国外研究现状
苹果第四代手机的整个过程恰是饥饿营销思维的一个很好的体现，这也是饥饿营销的一个兴起的标志，在全球经济一体化的推动下产品甚至是服务行业运用饥饿营销的现象越来越明显和普遍，大多数跨国公司会主动地使用饥饿营销的手段和方法来提升产品形象和提高产品的知名度。有关于饥饿营销这方面的书面记载可以说是非常稀少的，各位学者们关于这方面的研究也很少，但是其作为一种实践性非常强的销售手段，具体来说像苹果专卖店门前排起的长队，丰田汽车新推出的锐志、皇冠车型的销售过程中的加价销售，阿迪销售限量版球鞋的火爆销售供不应求等现象都是饥饿营销的实际应用所造成的。
2.国内研究现状
古时候人们就知道囤货居奇、待价而沽，进入21世纪，商品经济发展迅速市场竞争压力也越来越大，各企业在市场竞争力巨大的环境下就会采取各种各样的营销手段，去灵活
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