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品牌分析报告之converse前言：品牌管理主要分为品牌创建与品牌维护两个阶段。
品牌创建本文通过品牌管理的基本知识，从品牌的本质、品牌定位和品牌设计这三个角度来分析Converse这一品牌的成长。
关于品牌的传播以及维护，请看下回分解。
品牌本质一、关于Converse品牌的内涵的分析:属性上，以converse的经典款chuck taylor为例，它是由码重密度最足、质地最佳的帆布制成，双边条、原生橡胶加细网布，经久耐用。
利益上，converse 给消费者带来的是耐用的产品，独特的心理感受。
使用者上，匡威的消费者以青年为主，消费人群范围广。
文化上，匡威和麦当劳、可口可乐和哈雷戴维森摩托车一样成为美国文化的象征。
个性上，匡威的品牌个性并不好归纳，消费者各自不同的性格也赋予匡威不同的性格。
价值上，匡威给喜爱它的消费者带来的不仅仅是一双硫化鞋，而是一种精神上的满足。
二、匡威的品牌特征识别性，五角星。
价值性，2003年耐克公司收购匡威的费用为3亿五百万美金。
领导性，匡威引领了市场潮流，也影响着消费群体的价值观，这中能力是凡客难以企及的。
三、品牌意义：匡威通过对品牌长达百年的塑造，使产生了巨大的品牌溢价，提升了无形价值，同时也促进了业务的增长，培养了大批忠实的顾客，高筑竞争壁垒，树立了在sneaker界的霸主地位。
品牌定位匡威中国的品牌定位、定位方法及品牌的核心价值品牌定位的本质在于差异化，包括目标顾客的差异化以及顾客价值的差异化。
匡威在中国的目标顾客为时尚有活力的青年群体，而匡威也带给了目标顾客的追求自我表达的心理。
从品牌调研到STP再到4Ps1品牌调研品牌调研的具体方法有3C分析法、SWOT分析法以及品牌定位法，下面笔者试用3C分析法来分析匡威的这一品牌定位。
Customer分析：消费群体多处于15-30岁，学生以及白领人群居多，有一定收入或家庭的支持。
个性上，70、80人群在个性上独立、自由，渴望不同，追求时尚。
Converse品牌营销策划书【Converse品牌营销策划书】一、品牌背景Converse是一家全球知名的运动鞋和服装品牌，成立于1908年，总部位于美国马萨诸塞州。
该品牌以其标志性的帆布鞋而闻名，其经典款式已经成为时尚的代表之一。
Converse一直秉承着“自我表达”的品牌理念，鼓励年轻人展示个性和创造力。
二、市场分析1. 目标市场：Converse的目标市场主要是年轻人群，特别是年龄在15-30岁之间的时尚青年。
他们追求个性化和独特的时尚风格，注重自我表达和创造力。
2. 竞争对手分析：Converse在运动鞋和服装市场上面临着激烈的竞争。
主要竞争对手包括Nike、Adidas等知名品牌。
这些品牌在市场份额和品牌影响力方面都具有一定的竞争优势。
3. 市场趋势：近年来，运动鞋和时尚服装市场呈现出快速增长的趋势。
消费者对于个性化和时尚的需求不断增加，这为Converse提供了更多的市场机会。
三、营销目标1. 增加品牌知名度：通过全面的市场推广活动，提高Converse品牌的知名度和认可度。
2. 扩大市场份额：通过增加产品线和不断创新，扩大Converse在运动鞋和时尚服装市场的份额。
3. 增加销售额：通过有效的销售策略和渠道管理，提高Converse产品的销售额。
四、营销策略1. 品牌定位：Converse将定位为年轻人群的时尚品牌，强调个性化和创造力。
通过与音乐、艺术等领域的合作，打造独特的品牌形象。
2. 市场推广活动：a) 在社交媒体平台上开展广告宣传，与时尚博主和明星合作，增加品牌曝光度。
b) 举办品牌活动，如音乐节、时装秀等，吸引目标消费者参与并传播品牌信息。
c) 制作有趣的短视频和广告，通过互联网平台传播，增加品牌的影响力。
3. 产品创新：a) 推出新款式的运动鞋和时尚服装，满足不同消费者的需求。
b) 引入可持续发展的材料和生产工艺，提升产品的环保性能。
4. 销售渠道管理：a) 加强与零售商的合作，提高产品的销售渠道覆盖率。
介绍匡威的英语作文全文共3篇示例，供读者参考篇1Introduction to ConverseConverse is a well-known American shoe company that has been around for over a century. Founded in 1908 by Marquis Mills Converse, the company initially produced rubber shoes for men, women, and children. However, it wasn't until 1917 that Converse introduced the All-Star sneaker, which would eventually become one of the most iconic shoe styles in history.The All-Star sneaker, later renamed the Chuck Taylor All-Star after basketball player Chuck Taylor, was specifically designed for basketball players. It featured a high-top design, protective toe cap, and a comfortable rubber sole. The shoe quickly gained popularity among athletes and soon became a staple in basketball courts across the country.Over the years, the Chuck Taylor All-Star sneaker has evolved into a fashion statement, transcending its original purpose as a sports shoe. Its timeless design and versatility have made it a favorite among people of all ages and styles. Whetheryou're a basketball player, a fashion enthusiast, or just someone looking for a comfortable and stylish shoe, Converse has something for everyone.In addition to the Chuck Taylor All-Star, Converse also offers a wide range of other shoe styles, including the Jack Purcell, One Star, and Custom Chuck Taylor collections. These shoes come in a variety of colors, patterns, and materials, allowing customers to customize their footwear to suit their personal style.In recent years, Converse has expanded its product line to include clothing and accessories, such as t-shirts, hoodies, backpacks, and hats. The brand's signature logo, a star inside a circle, can be seen on all of its products, symbolizing the company's commitment to quality, style, and individuality.Overall, Converse has established itself as a global brand with a rich history and a loyal following. Its classic designs, innovative collaborations, and commitment to sustainability continue to attract new customers and keep existing ones coming back for more. Whether you're a sneakerhead, a fashionista, or just someone who appreciates a good pair of shoes, Converse has something for everyone.篇2Introduction to ConverseConverse is a popular American shoe company known for its iconic sneakers, particularly the Chuck Taylor All-Stars. Founded in 1908 by Marquis Mills Converse in Malden, Massachusetts, the company has since become a global phenomenon, with its shoes being worn by people of all ages and backgrounds.One of the reasons for Converse's enduring popularity is its classic design. The Chuck Taylor All-Stars, named after the basketball player Chuck Taylor who endorsed them in the 1920s, feature a simple but timeless silhouette that has remained virtually unchanged for decades. With their canvas upper, rubber toe cap, and distinctive star logo, Converse sneakers are instantly recognizable and always in style.In addition to their design, Converse shoes are also prized for their comfort and durability. The Chuck Taylor All-Stars are known for their cushioned insoles and sturdy construction, making them a favorite choice for athletes, musicians, and everyday wearers alike. Whether you're hitting the basketball court, rocking out at a concert, or just running errands, Converse sneakers are sure to keep your feet happy and looking sharp.But Converse is more than just a shoe company – it's a cultural icon. Over the years, Converse sneakers have been wornby countless celebrities, from musicians like Kurt Cobain and Beyoncé to athletes like Michael Jordan and LeBron James. They have also been featured in movies, music videos, and fashion shows, further cementing their status as a symbol of cool.In recent years, Converse has expanded its offerings to include a wide range of styles, from high-tops to low-tops,slip-ons to lace-ups, and even custom designs. The company has also collaborated with various artists, designers, and brands to create limited edition collections that appeal to fashion-forward consumers.In conclusion, Converse is a brand that has stood the test of time, thanks to its classic design, comfort, and cultural cachet. Whether you're a trendsetter or a traditionalist, there's a Converse sneaker for you. So lace up a pair of Chuck Taylors and step out in style – because with Converse, you're always on the right track.篇3Introduction to ConverseConverse, also known as Converse All Star, is an iconic American shoe brand that has been around for over a century. Founded in 1908 by Marquis Mills Converse in Malden,Massachusetts, Converse has become one of the most recognizable and popular shoe brands in the world.The Converse All Star was originally designed as a basketball shoe, with its signature high-top silhouette and rubber sole providing excellent support and traction on the court. The shoe quickly gained popularity among professional basketball players and became the official shoe of the NBA in the 1930s.In the 1960s, Converse became a symbol of youth rebellion and counter-culture, as rock stars and celebrities adopted the shoe as part of their signature look. The Converse Chuck Taylor All Star, named after famous basketball player Chuck Taylor who endorsed the brand, became especially iconic during this time.Today, Converse has expanded its product line to include a wide range of sneakers, apparel, and accessories for men, women, and children. The brand continues to be a favorite among athletes, musicians, and fashion-forward individuals around the world.In addition to its classic Chuck Taylor All Star, Converse offers a variety of other popular shoe styles, including the One Star, Jack Purcell, and Converse Skateboarding lines. The brand is known for its bold colors, unique patterns, and innovative collaborations with artists and designers.One of the reasons for Converse's enduring popularity is its commitment to quality and craftsmanship. Each pair of Converse shoes is made with high-quality materials and attention to detail, ensuring comfort, durability, and style.Whether you're hitting the court, the skate park, or the streets, there's a Converse shoe for every occasion. With its timeless design and versatile appeal, Converse will continue to be a go-to choice for footwear enthusiasts for years to come.。
匡威的历史有百年，1908年匡威先生在美国创立了匡威品牌。
最早的一双篮球鞋是在1917年由匡威创作的。
ALL STAR，当年以一个知名的运动员可签约。
1923年匡威成为全世界的篮球鞋的代言词。
最初匡威主要发展篮球鞋，过去大家无法想象帆布鞋就是现在的篮球鞋，因为时代的变迁，有了很大的变化。
1936年匡威的篮球鞋成为美国代表队的指定篮球鞋。
匡威在业界里面可以说是一个领军人。
1982年匡威公司在美国纳斯达克挂牌，整个的股票价格还是可以的。
1985年作了一个推广，在日本有非常辉煌的成绩。
现在匡威已经是NBA的指定用鞋，后来一直演变。
随着科技的发展，篮球鞋已经发展到了高科技，过去创作的帆布鞋已经是时尚人事喜欢的品牌。
消费者可以从产品上感觉到，这个品牌有经典和时尚的味道，匡威品牌是逐渐透过它的经典和时尚的味道，作为一种自我实现，消费在自己的舞台上不断的实现。
这几年推出了“BE A STAR”的概念，含义是希望每个人在自己的舞台上展现自我，实现自我，这就是匡威过去百年实现的文化。
匡威这个品牌在美国有百年历史状况，在美国人的心目中就像麦当劳，可口可乐一样，是一个百年不衰的品牌。
CONVERS CONVERSE 中文作匡威，无论是销量上还是款色上都堪称世界第一,缔造了全球的帆布鞋王国，。
在中国市场，现在上市的有ALL STAR CHUCK TAYLOR （全明星经典帆布鞋）、JACK PURCELL（开口笑）、PRO STAR（星箭）、ONE STAR（木村系列）、STAR 70（双杠夹星）五大系列，50多种款色，让不甘沉闷的青年人，高调地玩转色彩，神采飞扬地出门去。
匡威（Converse All Star）品牌故事1908年，美国人摩尔·匡威于麻省春田市创办了篮球鞋的专业制造厂，匡威（Converse All Star）于是就诞生了。
1917年匡威（Converse）公司正式推出了"CONVERSE ALL STAR"帆布鞋，以其狂放不羁的设计，风靡全球一炮而红。
产品分析匡威品牌分析详解匡威品牌分析详解匡威（Converse）是一家享有盛誉的运动鞋品牌，亦被视为经典的时尚标志之一。
本文将对匡威品牌进行详细分析，从其历史渊源、产品特点、市场定位以及品牌影响力等方面进行探讨。
一、历史渊源匡威品牌成立于1908年，创始人为马塞勒斯·匡威（Marquis Converse）。
最初，该品牌专注于制作运动鞋，以出色的设计和质量闻名。
然而，它的真正突破发生在1917年，当时匡威推出了备受喜爱的Chuck Taylor All Star鞋款。
二、产品特点1. 经典款式：匡威的Chuck Taylor All Star成为了品牌最经典的代表作。
该款鞋子采用帆布鞋面、纯橡胶底和高帮设计，简洁而耐穿，成为了年轻人时尚的象征。
2. 多样性选择：除了Chuck Taylor All Star，匡威还推出了一系列不同风格和颜色的产品，满足了不同消费者的需求。
无论是经典款还是限量版，匡威的产品线都能吸引到广泛的消费群体。
3. 合作定制：匡威积极与时尚设计师合作，推出了多款跨界合作的鞋款。
这些与设计师合作的产品不仅增加了品牌的创新活力，也提升了品牌在时尚界的地位。
三、市场定位匡威在市场上的定位是年轻时尚群体的首选品牌。
其经典的设计、多样性的选择以及与时尚界的合作，使得匡威不仅受到跑鞋爱好者的喜爱，也成为众多时尚潮流敏锐消费者的选择。
四、品牌影响力匡威作为一个拥有百年历史的品牌，已经逐渐成为流行文化的象征。
以下是匡威品牌影响力的几个方面：1. 文化象征：匡威作为经典、时尚、经久不衰的品牌，被广泛运用于电影、音乐、艺术等领域，并成为流行文化的代表。
2. 社交媒体：匡威凭借其设计独特的标志性鞋款和活跃的社交媒体宣传，吸引了大量粉丝关注，并形成了强大的社交媒体影响力。
3. 名人代言：匡威经常与一些明星、艺术家和体育明星合作，通过他们的代言，进一步提升了品牌的影响力。
综上所述，匡威作为一家具有百年历史的运动鞋品牌，在经过多年的发展和创新之后，已经成为时尚界的标杆之一。
