摘要：一个昔日的国内第一鞋类品牌，是如何在改革开放后迅速没落，在短短时间内由一个强势品牌变成乏人问津的低价货。而这个企业又应该制定怎样的崛起战略计划，有必要对其品牌策划和市场战略进行理论上深入的梳理和分析。本项目研究的目的，就是由分析回力这个品牌的价值与文化，从而发掘它的新生之路，为这个中国本土老品牌最终形成自我风格，决胜国内市场，参与国际竞争提出对策性的思路。

　　　研究的基本思路是以品牌学为理论基础，从品牌思维的出发点和品牌塑造应用方法的角度，分析回力的品牌价值对其的影响；从而分析回力对国货的发展起到什么品牌作用，进一步探讨在国际的背景下回力如何运用品牌传播策略更好地发展。

【关键词】回力  品牌营销 品牌定位 老国货

Abstract: A first footwear brand at the past times, how to decline rapidly after the reform and opening up, in a short time by a strong brand become a little interest in low-cost goods. To answer the question that  how do this enterprise be developed and how the rise of the strategic plan is, it is necessary to brand planning and market strategy outlines and analyzes the theoretical depth. The purpose of this project research is the analysis back to the power of the brand's values ​​and culture so as to explore the new road which, for the old brand eventually form China's domestic personal style, winning the domestic market and to propose a solution to participate in international competition of ideas.    The basic idea is to study the theoretical basis for Brand, the brand of thinking from the point of departure and point of application methods of branding, brand value of its return to power of the impact; to analyze the development of domestic products back to power on what brand to play the role of further explore the background of the international force next time how to better brand communication strategy development. Key words WARRIOR  brand marketing  Brand positioning  Domestics

　　　回力的品牌得以幸存，但人们对它的印象只剩下了“低价”、“过时”、“土的掉渣”等词语联系在一起。为了重拾当年雄风，回力仿照耐克的经营模式，只掌控品牌、设计和营销，而其他低价值环节一律外包。譬如在销售区域上，回力将大陆分为六大战区，根据客户的资金、网络和信誉等情况实行分级管理，给予不同的价格折扣；也选取部分销售状况好的地区与经销商合作，建立地区总公司。令人惋惜的是，这些措施虽有一定效果，却依旧无法与昔日辉煌时刻相比。近年来，回力鞋的年销售额始终在1.5亿左右浮动，品牌影响力也只存在于昔日的消费群体中。那么，究竟是哪个环节导致回力回天乏力？