摘要：近年来，随着中国经济快速稳步地发展和2008年夏季北京奥运会地成功举行，国内的体育运动产业也得到了突飞猛进地发展。国外体育用品品牌也纷纷将市场转移到潜力巨大、人口众多的中国市场。然而，目前我们国内本土运动品牌依然处在品牌建设的探索阶段，国内还未出现可以与国际品牌耐克、阿迪达斯等运动品牌正面抗衡的本土品牌。再加之，我国本土品牌现在正处于后奥运时代的调整期，由于之前疯狂的扩张，导致产销不平衡、库存压力剧增、品牌形象受损等一系列问题。在这一形势下，我国本土运动品牌如何提升品牌竞争力，如何增加品牌影响力，如何利用优势资源，扩大市场份额等等，是摆在国内本土运动品牌面前的共同的难题。

　　　本文以中国民族运动品牌匹克为研究对象，通过运用品牌及品牌营销策略的基本理论与方法，结合匹克品牌目前的品牌营销现状对其进行分析。首先，从匹克企业整体概况以及品牌发展历程进行简要减少；其次，运用SWOT矩阵详细的阐述匹克品牌营销中所面临的优势、劣势、机遇、威胁以及现阶段营销现状中遇到的问题；最后，运用市场营销学、管理学等相关课程的知识，在SWOT分析的基础上，提出具有针对性的解决方案。

　　 通过本文研究，力求解决匹克品牌营销中所面临的问题，改善匹克品牌营销现状，提升我国本土运动品牌的品牌形象和国际竞争力。

关键词   品牌营销；SWOT分析；策略

Abstract：In recent years, with China’s rapid economic development and the success of the 2008 Beijing Summer Olympics, the domestic sports industry has developed by leaps and bounds. Foreign brands of sports products shift their market to China which is tremendous in potential and with a large population. At present, however, domestic sports brands are still in the stage of exploration for the brand construction and there is no brand in China that is able to against the international sports brands such as Nike and Adidas.Moreover, local brands in China are now in adjustment in post-olympic era. Due to the crazy expansion before, there are a series of problems such as imbalanced production and marketing, soaring inventory pressures, and damaged brand image. In this situation, how to enhance the brand competitiveness in our country, how to increase brand influence, and how to make use of the superior resources to expand the market share, etc., are common problems for domestic local sports brands.

　　　This thesis takes Peak, China's national sports brand as it research object, analyzing it by using the basic theories and methods of the brand and brand marketing strategy, combined with the peak current brand sales issues. In the first place, the thesis briefly introduces the profile and the development of the brand of this enterprise. In the second place, it elabrates the strengths, weaknesses, opportunities, threats in the process of brand marketing and the problems confronted in marketing at the present stage with SWOT matri. At last, using the knowledge of the related courses such as marketing, management and so on, it puts forward targeted solutions on the basis of SWOT analysis.

　　　The main goal of this thesis is to make every effort to solve the problems faced in the brand marketing of Peak, to improve the present brand marketing situations, and to enhance the image and the international competitiveness of China's local sports brands.

Keywords   Brand marketing  SWOT analysis  strategy