361度中國(guó)運(yùn)動(dòng)總策略

1、361 中國(guó)運(yùn)動(dòng)新游戲361 The new game in China1目標(biāo)Objective將361 o打造成中國(guó)領(lǐng)先的運(yùn)動(dòng)品牌Establish 361 as the leading Chinese sports brand我們必須提出可以沖動(dòng)人心的獨(dú)特自我觀點(diǎn)We must develop our own point of view that is unique and motivating.2我們做了哪些工作？What weve been doing研究學(xué)習(xí)我們的競(jìng)爭(zhēng)對(duì)手Studying the competition與（足球、籃球、棒球等）行業(yè)專家的對(duì)話Speaking to ex

2、perts (football, CBA, MBL, etc)Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Millward Brown China Sports Brand Market Research網(wǎng)絡(luò)調(diào)研Online research消費(fèi)者深入探索Xploring賣場(chǎng)考察Shop survey3我們學(xué)習(xí)到了什么？What weve learned4體育的現(xiàn)狀Sports Today5在中國(guó)玩體育不是件容易的事情。Its not easy to play sports in China today.6現(xiàn)實(shí)存在的問題Barriers to sports體育基礎(chǔ)設(shè)施缺乏Few

3、facilities體育健身方案覆蓋面不夠Few programs其它etc.7體育基礎(chǔ)設(shè)施缺乏Few facilities國(guó)家體育總局主導(dǎo)的第五次全國(guó)體育場(chǎng)館普查結(jié)果顯示，我國(guó)體育場(chǎng)館設(shè)施普遍存在短缺的現(xiàn)象。According to the 5th national sports facility research held by the GASC (General Administration of Sports China), sports facilities are generally lack in China.8全國(guó)各類體育場(chǎng)館有85萬多個(gè)，平均每萬人擁有體育場(chǎng)地6.58個(gè)，人均

4、體育場(chǎng)地面積為1.03平方米。There are total more than 850000 sports facilities in China, average 6.58 facilities per 10k people and 1.03sqm per person.9體育基礎(chǔ)設(shè)施缺乏Few facilities其中，分布在校園的有549654個(gè)，占全國(guó)體育場(chǎng)地總數(shù)的67.7%；居住小區(qū)39477個(gè)，占4.86%。There are 549654 sports facilities in schools, which takes 67.7% of all facilities; yet

5、 39477 facilities spread among compounds, which is only 4.86% of all.10體育健身方案覆蓋面不夠Few programs學(xué)校School盡管在學(xué)校放學(xué)后很多學(xué)生大多會(huì)自發(fā)參加各種體育鍛煉，但大局部學(xué)校缺乏面向所有學(xué)生的體育培訓(xùn)規(guī)劃，無法形成活潑的體育鍛煉氣氛。Even though lots of students like to play sports after school, but because most schools dont have programs for all the students, so you

6、cant feel the vibrant in the air.大多數(shù)學(xué)生課業(yè)繁重，作業(yè)量大。home works are heavily loaded for most students學(xué)校對(duì)學(xué)習(xí)和體育之間的協(xié)調(diào)存在顧慮，缺乏積極性。school worry about playing sports may interferer study, so there is no positivity 學(xué)校出于平安考慮，一般不鼓勵(lì)學(xué)生課后在校滯留。due to safety concern, school dont usually encourage students stay in after

7、school現(xiàn)存的培訓(xùn)方案通常只針對(duì)各項(xiàng)運(yùn)動(dòng)校隊(duì)，這種校隊(duì)的培訓(xùn)雖然免費(fèi)，但可參加的學(xué)生屈指可數(shù)。existing programs are often set for school teams, even they are free but only very small number of students get to join資料來源：中國(guó)青少年體育調(diào)查Source: China Youth Sports Research11體育健身方案覆蓋面不夠Few programs家長(zhǎng)Parents 盡管超過90%的父母都支持自己的孩子參加體育鍛煉，但是真正參加的學(xué)生寥寥無幾，究其原因大局部家長(zhǎng)

8、也都非常矛盾和無奈。Despite there are over 90% parents who are happy to support their kid to play sports, yet the actual number of participants are very small.學(xué)校開展的體育培訓(xùn)不夠Not enough coverage for school programs校外培訓(xùn)市場(chǎng)良莠不齊，大多數(shù)家長(zhǎng)存在信任危機(jī)Besides school, the quality of programs provided on the training market are var

9、y, most parents have trust issue with that.多以盈利為目的，不能讓孩子學(xué)到有價(jià)值的東西Most of these programs are set for profit as purpose, kids wont really learn anything good.對(duì)教練資質(zhì)、教學(xué)質(zhì)量、組織情況不滿意Not satisfied with coaches qualification as well as the quality and organization.現(xiàn)行教育體制問題也導(dǎo)致了體育的重要性低于學(xué)習(xí)The issue of current edu

10、cation system also lower the importance of sports than study.資料來源：中國(guó)青少年體育調(diào)查Source: China Youth Sports Research12即便存在這些問題，在中國(guó)依然有2千3百萬14-55歲城區(qū)非農(nóng)人口為活潑性運(yùn)動(dòng)者。But even with all these obstacles, there are 23 million people aged 14-55 that actively play sports in China today.資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研

11、報(bào)告Source: Millward Brown China Sports Brand Market Research13大家都在玩什么？Sports people are playing14體育工程What sports樣本數(shù)量：3064Sample size: 3064資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research取樣城市：36Sample City: 3615年齡Age城區(qū)非農(nóng)運(yùn)動(dòng)人口總數(shù): 2千3百萬人城區(qū)非農(nóng)運(yùn)動(dòng)人口總數(shù): 2千2百萬人資料來源：

12、Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research16運(yùn)動(dòng)品牌的使用Sports brands theyre using。17全國(guó)城市主要運(yùn)動(dòng)產(chǎn)品品牌市場(chǎng)總量（運(yùn)動(dòng)者+非運(yùn)動(dòng)者）Total population by sports brand2007年資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research18各體育工程的品牌使用Brands by

13、 sports19籃球 運(yùn)動(dòng)服Basketball wear%資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research20籃球 運(yùn)動(dòng)鞋Basketball shoes%資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research21跑步 運(yùn)動(dòng)服Running wear資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Sourc

14、e: Millward Brown China Sports Brand Market Research22跑步 運(yùn)動(dòng)鞋Running shoes資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research23羽毛球 運(yùn)動(dòng)服Badminton wear資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research24羽毛球 運(yùn)動(dòng)鞋 Badminton

15、shoes資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research25足球 運(yùn)動(dòng)服Football wear資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research26足球 運(yùn)動(dòng)鞋F(xiàn)ootball shoes資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Spor

16、ts Brand Market Research27女子健身 運(yùn)動(dòng)服Women fitness wear資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research28女子健身 運(yùn)動(dòng)鞋Women fitness shoes資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research294,000,000+體育用品公司Sports related co

17、mpanies4領(lǐng)先運(yùn)動(dòng)品牌Leading sports brands 63.9%資料來源： Millward Brown提供的中國(guó)運(yùn)動(dòng)品牌市場(chǎng)調(diào)研報(bào)告Source: Millward Brown China Sports Brand Market Research市場(chǎng)分額Market share30而且他們已經(jīng)在各種體育領(lǐng)域有大量的投入And theyve invested heavily in sports properties.31贊助中國(guó)體育運(yùn)發(fā)動(dòng)耐克全國(guó)高中籃球聯(lián)賽耐克美麗足球3對(duì)3比賽耐克街頭籃球爭(zhēng)霸賽你才是真正的主角活力派對(duì)耐克巴薩中國(guó)行1ON1鐵籠賽耐克街頭足球freestyl

18、e贊助北京國(guó)際馬拉松耐克市場(chǎng)營(yíng)銷活動(dòng)國(guó)企-NIKE杯籃球聯(lián)賽 劉翔 易建聯(lián) 吳鵬 馬麗蕓 李娜 鄭潔 杜威 楊揚(yáng)耐克：品牌贊助及市場(chǎng)活動(dòng)（局部）32阿迪達(dá)斯：品牌贊助及市場(chǎng)活動(dòng)（局部）阿迪達(dá)斯全能足球挑戰(zhàn)賽 NBA中國(guó)行暨不打不兄弟夏季籃球聯(lián)賽5攻天下街頭籃球挑戰(zhàn)賽08奧運(yùn)啟動(dòng)活動(dòng)贊助中國(guó)體育運(yùn)發(fā)動(dòng)共震藝術(shù)展青少年足球培養(yǎng)方案暨綠茵杯全國(guó)校園超級(jí)聯(lián)賽阿迪達(dá)斯市場(chǎng)營(yíng)銷活動(dòng)鄭智 隋菲菲 馬曉旭 胡佳 彭帥 李瑋峰 于海 車杜里 孫雯33李寧：品牌贊助及市場(chǎng)活動(dòng)（局部）贊助中外運(yùn)發(fā)動(dòng)和運(yùn)動(dòng)隊(duì)及其他贊助工程美國(guó)之路李寧-美國(guó)籃球?qū)W院青少年籃球選秀營(yíng) 正道天下3+1籃球?qū)官惱顚幓ㄊ交@球賽李寧贊助SHO

19、W TIME花式籃球隊(duì) 李寧大學(xué)生五人制足球聯(lián)賽李寧全國(guó)大學(xué)生足球聯(lián)賽iRun跑步俱樂部奧尼爾中國(guó)行達(dá)蒙瓊斯中國(guó)行及3+1籃球?qū)官惱顚庂澲鶤TP大中華區(qū)網(wǎng)球賽事李寧市場(chǎng)營(yíng)銷活動(dòng) 郭晶晶 王勵(lì)勤 孫勝男 奧尼爾 查克海耶斯 特羅薩 柳比西奇 阿根廷籃球隊(duì) 美國(guó)乒乓球隊(duì)中國(guó)跳水隊(duì) 中國(guó)乒乓球隊(duì) 中國(guó)體操隊(duì) 中國(guó)射擊隊(duì) 蘇丹田徑隊(duì) 西班牙籃球隊(duì) CCTV奧運(yùn)頻道34安踏：品牌贊助及市場(chǎng)活動(dòng)（局部）贊助樂百氏非常2+1三人籃球賽“ 贊助21屆大連國(guó)際馬拉松 安踏杯排球聯(lián)賽安踏贊助中外體育運(yùn)發(fā)動(dòng)網(wǎng)友簽名活動(dòng)-為信念加油CBA運(yùn)動(dòng)裝備設(shè)計(jì)大賽記錄我的夢(mèng)想-我的運(yùn)動(dòng)記錄活動(dòng)安踏市場(chǎng)營(yíng)銷活動(dòng) 馮坤 王皓 李

20、高波 宋紅娟 巴特爾 唐正東 王博 譚雪 斯科拉 弗朗西斯 邦齊維爾斯 阿德爾曼35競(jìng)爭(zhēng)品牌媒介花費(fèi)監(jiān)測(cè)Media Spending體育品牌媒體監(jiān)測(cè)花費(fèi)總覽 | 數(shù)據(jù)來源：CTR | 數(shù)據(jù)時(shí)間：2006年1月-2007年12月 | 數(shù)據(jù)單位：人民幣/元36領(lǐng)先運(yùn)動(dòng)品牌已經(jīng)確定了他們的品牌觀The leading brands have established a strong point of view.37偶像英雄英雄夢(mèng)想障礙Issue39作為后來者，其他領(lǐng)先對(duì)手似乎已經(jīng)設(shè)定了這場(chǎng)游戲的規(guī)則。Because we are late to the game, other players hav

21、e set the rules.402008.8.2541中國(guó)在各種體育工程上贏取金牌的數(shù)目空前眾多China win unprecedented number of gold medals， pride中國(guó)人親身接觸到了很多新興體育工程Exposure to new sports對(duì)奧運(yùn)精神的真正領(lǐng)會(huì)，對(duì)體育文化更深化的體驗(yàn)Understanding of true meaning of Olympics, and a better understanding of sports culture42中國(guó)被體育喚醒China awakens to sports一場(chǎng)新的比賽開始a new game

22、 begins.43興趣Interest參與Participation我們的目標(biāo)Our Goal44我們的競(jìng)爭(zhēng)對(duì)手會(huì)怎么做We know what our competitors will do聚焦在他們的運(yùn)動(dòng)明星上Focus on their sports icons樹立英雄并偶像化Create heroes to idolize每一個(gè)人都可以做“英雄 Everyone can “become a hero為了你的成功夢(mèng)想努力奮斗 Pursue your dream of winning45這是對(duì)體育運(yùn)動(dòng)一種片面地解讀，它針對(duì)的是那些夢(mèng)想成為巨星的人。This is a one-dimens

23、ional view of sports. More importantly, it speaks more to people aspiring to be super star.46今天，2千3百萬運(yùn)動(dòng)者僅占全部城區(qū)人口的14%。The 23 million people playing sports today only represents 14% of the total urban population.這個(gè)市場(chǎng)從2004年至今增長(zhǎng)了15%，奧運(yùn)之后它將以更快的速度開展。Market has grown 15% from 2004, and will accelerate afte

24、r the Olympics.4714%ChinaEU60%57%US活潑性運(yùn)動(dòng)者占全部人口比例Percentage of active sports players體育產(chǎn)業(yè)總產(chǎn)值Total product value3000多億人民幣2100億美元GDP百分比Percentage of GDP0.5%2%體育產(chǎn)業(yè)要在2010年到達(dá)國(guó)內(nèi)生產(chǎn)總值1.5左右 - 國(guó)家體育總局，2001-20 10年體育改革與開展綱要The percentage of GDP is set at 1.5% for total product value of sports industry in China 201

25、0. NASC, “2001-2010 Sports Reformation and Development體育市場(chǎng)面臨爆發(fā)性增長(zhǎng)Sports Market is ready to Explode48在超越目前的競(jìng)爭(zhēng)對(duì)手之外，我們所面對(duì)的契機(jī)就在于抓住飛速增長(zhǎng)的市場(chǎng)。Our opportunity is to capture the enlarging market in addition to winning over current sports players.49我們?cè)撊绾螌?shí)現(xiàn)呢？How will we do this?去深入了解人們對(duì)體育的需求。By having a deeper

26、understanding of what people want from sports.50我買了一個(gè)新的健身卡, 我和我愛人都可以用.到了我這個(gè)歲數(shù),身體很重要,是資本.必須堅(jiān)持鍛煉,去室內(nèi)健身房.鍛煉能讓人保持健康,對(duì)于以后好的生活和工作非常重要. -劉西彬, 34, 男“I just buy a new gym card for me and my wife. I feel in order to keep healthy, I must go gym regularly and insist on doing it. Doing sports enables a good body

27、 and it is necessary for a good future and life. - Xibin Liu, 34, male51現(xiàn)在我經(jīng)常加班,沒有很多時(shí)間運(yùn)動(dòng).但我還是會(huì)抽出些時(shí)間來運(yùn)動(dòng).做完運(yùn)動(dòng)后,你能感覺到身體狀態(tài)變好了,你真的能感覺更好. -劉揚(yáng), 26, 男I often work overtime these days and dont have enough time to do sports. But I will make time out of my schedule. After doing sports, you just can feelthe bod

28、y gets better and you actually feels better. - George Liu, 26, male52我不經(jīng)常運(yùn)動(dòng), 我的朋友會(huì).他們?cè)谝黄鹜鎯旱臅r(shí)候,很開心.他們?cè)趫?chǎng)上跑,投球,笑.我覺得他們一定認(rèn)為這個(gè)運(yùn)動(dòng)很有趣, 玩兒著很開心. - 徐佩玲, 26, 女I dont play sports often but some of my friends do. When I watch them playing, they seem very happy. They run, play and laugh. I feel they think doing s

29、ports is interesting and they have fun with it. - Ellie Xu, 26, female 53我女朋友的爸爸喜歡打乒乓球,我也學(xué)著打,這樣我們可以一起玩兒.可能這樣可以拉近我們的距離吧. -黃振, 26, 男“My girlfriends father like playing Ping-Pong, so I try to play it too. This way we can play together. It could make us closer. - Zhen Huang, 26, female 54我經(jīng)常游泳.小的時(shí)候醫(yī)生說我身

30、體素質(zhì)不好,所以讓我練游泳.那會(huì)兒身體特別弱.一直堅(jiān)持游,現(xiàn)在長(zhǎng)大了,我就習(xí)慣游泳了,生活的一局部吧. -肖斌, 26, 男I swim quite often. The doctor suggested to my mother when I was little that I better learn swimming. I was very weak back then. Now Ive grown up, and Ive kept it as my habit since its become a part of my life. - Tony, 26, male 55我春節(jié)的時(shí)候去滑

31、雪了,那是第一次去滑雪,刺激.我還想嘗試騎馬和擊劍.我會(huì)打籃球,踢足球,打乒乓球,游泳還有滑冰.我得多玩兒點(diǎn)兒.人真厲害,能玩兒那么多的工程.我喜歡所有運(yùn)開工程,挺享受的. - 溫中濤, 40, 男“I went for skiing during this Spring Festival. That was my first time, very exciting. There are sports like horse riding and fencing which I like to try. I can play basketball, football, and Ping-Pong

32、, swim and skate. I gotta play more sports. Its quite amazing that we can do so many different things. For me, I love all the sports, its full of joy. - Zhongtao Wen 40, male 56時(shí)尚但更強(qiáng)于運(yùn)動(dòng),使穿上的人有更強(qiáng)的運(yùn)動(dòng)欲望 - 陳約翰22歲To be trendy but more sporty, and makes people who wears it stronger desire to play和我一起運(yùn)動(dòng) -

33、劉言18歲To play with me together幫助我們家鄉(xiāng)的學(xué)校建一個(gè)好的運(yùn)動(dòng)場(chǎng) - 劉順 21歲To help the school in our hometown build a good sport facility承辦社區(qū)運(yùn)動(dòng)會(huì) - 李元軍20歲Organize community sports game普及體育知識(shí) -庫而騰 28歲Promote sports knowledge資料來源： China Polling網(wǎng)絡(luò)調(diào)查Source: China Polling online research他們希望運(yùn)動(dòng)品牌能為他們做什么？And they told us what

34、they most want from a sports brand57對(duì)于大多數(shù)人來說，體育運(yùn)動(dòng)遠(yuǎn)遠(yuǎn)不止是競(jìng)技，它應(yīng)該是參與、享受和團(tuán)隊(duì)精神。For most people, sports is far more than competing.Sports is about participation, enjoyment, teamwork.58我們的契機(jī)正在于點(diǎn)燃每個(gè)人心中對(duì)運(yùn)動(dòng)的激情。Our opportunity is to ignite the passion for sports in everyone. 59耐克，安踏，李寧，阿迪達(dá)斯Nike, Anta, Lining, Ad

35、idas樹立英雄Create heroes361推動(dòng)大家參加Create participation for all60作為一家公司，我們的定位恰好符和這個(gè)契機(jī)This opportunity is inline with who you are as a company61“勇敢做自己是我們的態(tài)度，它鼓舞所有人勇敢追隨自己的激情摯愛，并不斷挑戰(zhàn)自己?！癉are to be yourselfIs our attitude that encourages everyone to follow their own passions, and continually challenge themse

36、lves.361o360度代表了一種圓滿地狀態(tài)，1度代表著每一個(gè)個(gè)體，在延續(xù)這種圓滿狀態(tài)的同時(shí)，創(chuàng)造一個(gè)新的起點(diǎn)，新的體驗(yàn)，新的激情，甚至是一種新的游戲規(guī)則。360 represents past accomplishments, and 1 represents you， and symbolizes a new start。62最能反映中國(guó)人的態(tài)度Attitude that best reflects Chinese勇敢做自己Dare to be yourself一切皆有可能Nothing is impossible永不止步Keep moving23%20%11%哪種說法最能描述你對(duì)運(yùn)動(dòng)的

37、態(tài)度？Which of these statements best describes you。了解自己超越自我 -張振 36歲understanding yourself, overcoming yourself活出自己的個(gè)性 -魏艷坡 29歲live with your own attitude我想做一個(gè)自由開心的人勇敢面對(duì)一切 -李元軍 20歲I want to be a free happy person and dare to face everything做一個(gè)真實(shí)的我 -和正全 32歲to be honest with yourself相信自己 -鄧志 21歲believe in

38、 yourself走自己的路 -劉言18歲 walk your own path資料來源： China Polling網(wǎng)絡(luò)調(diào)查Source: China Polling online research63總結(jié)To Summarize目標(biāo)Objective將361 o打造成中國(guó)領(lǐng)先的運(yùn)動(dòng)品牌。Become the leading Chinese sports brand。障礙Issue作為后來者，其他領(lǐng)先對(duì)手似乎已經(jīng)設(shè)定了這場(chǎng)游戲的規(guī)則。Because we are late to the game, other players have set the rules.洞察Insight體育遠(yuǎn)遠(yuǎn)不

39、止是競(jìng)爭(zhēng)，并且越來越多的人希望能享受到體育的真正樂趣。Sports is more than competition，and a growing number of people want to enjoy the true essence of sport。挑戰(zhàn)Challenge通過鼓舞大家勇敢追隨自己的激情摯愛讓大家熱愛體育。To get people to fall in love with sports by encouraging them to pursue their own passions。64創(chuàng)意表現(xiàn)Ideas to bring this to life65電視廣告TVC6

40、667平面廣告 版本1Print version 16869707172737475平面廣告 版本2Print version 276777879808182838485活動(dòng)營(yíng)銷及一些創(chuàng)意想法Event & Some Creative Ideas86361運(yùn)動(dòng)節(jié)每年的第361天878889909192互動(dòng)Interactive93整體概念More Than Sports：挖掘平民化的運(yùn)動(dòng)英雄，奉獻(xiàn)他們運(yùn)動(dòng)樂趣背后的故事，從而引起每一位普通用戶的共鳴。搭建361運(yùn)動(dòng)文化交流基地，為全中國(guó)熱愛運(yùn)動(dòng)的用戶提供一個(gè)專業(yè)，全方位的運(yùn)動(dòng)交流平臺(tái)。361 網(wǎng)站創(chuàng)意94361 網(wǎng)站創(chuàng)意網(wǎng)站構(gòu)架：整個(gè)網(wǎng)站可以劃

41、分為兩局部: 1.品牌局部，側(cè)重用戶體驗(yàn)以及品牌形象認(rèn)知2.論壇局部，用戶可以實(shí)用的全方位交流平臺(tái)95首頁創(chuàng)意描述：在一個(gè)虛擬的三維空間中，不同運(yùn)動(dòng)中人的圖片漂浮在空間中，用戶可以點(diǎn)擊進(jìn)入喜歡的運(yùn)動(dòng)進(jìn)入下一級(jí)頁面。整體氣氛營(yíng)造出年輕，炫酷的視覺感。 吸引用戶點(diǎn)擊觀察相關(guān)運(yùn)動(dòng)內(nèi)容。361 網(wǎng)站創(chuàng)意96參考361 網(wǎng)站創(chuàng)意97當(dāng)用戶點(diǎn)擊運(yùn)動(dòng)中人物的圖片，會(huì)有預(yù)先植入的視頻開始播放。內(nèi)容涉及運(yùn)動(dòng)的樂趣，心動(dòng)的記憶等與該運(yùn)動(dòng)有關(guān)的故事片斷。（More Than Sports的故事）361 網(wǎng)站創(chuàng)意98當(dāng)用戶選擇一種感興趣的運(yùn)動(dòng)點(diǎn)擊進(jìn)入，空間將拉近至運(yùn)動(dòng)中人的全景。并且在運(yùn)動(dòng)中人的周圍出現(xiàn)多線條連接的來

42、自普通用戶的留言標(biāo)題。361 網(wǎng)站創(chuàng)意99同時(shí)，當(dāng)用戶點(diǎn)擊由線條所連接的文字內(nèi)容，隨即可以觀看到所有用戶上傳的關(guān)于他們自己運(yùn)動(dòng)中目的，記憶，樂趣，收獲等留言，從而與用戶進(jìn)一步互動(dòng)，吸引更多人參與其中。361 網(wǎng)站創(chuàng)意100網(wǎng)絡(luò)媒體:通過各種網(wǎng)絡(luò)廣告形式的投放（Banner eDM, SMS, MMS.) ，可以吸引更多的網(wǎng)絡(luò)用戶進(jìn)入我們的活動(dòng)網(wǎng)站。361 網(wǎng)站創(chuàng)意101網(wǎng)絡(luò)媒體:通過各種網(wǎng)絡(luò)廣告形式的投放（Banner eDM, SMS, MMS.) ，可以吸引更多的網(wǎng)絡(luò)用戶進(jìn)入我們的活動(dòng)網(wǎng)站。361 網(wǎng)站創(chuàng)意102BBS：用戶可以在中國(guó)地圖上選取所在地區(qū)，并且可以直觀的看到該地區(qū)的用戶，運(yùn)動(dòng)

43、團(tuán)體，活動(dòng)組織等情況。361 網(wǎng)站創(chuàng)意103BBS：點(diǎn)選該地區(qū)，選擇運(yùn)動(dòng)種類，用戶即可以觀察該運(yùn)動(dòng)種類相關(guān)的帖子，團(tuán)體，比賽信息，愛好者留言，等等實(shí)用信息，并參與其中。用戶可以使用這個(gè)平臺(tái)結(jié)交志同道合的運(yùn)動(dòng)好友，相互溝通。參加相關(guān)團(tuán)體，約戰(zhàn)比賽，甚至可以通過這個(gè)平臺(tái)在相應(yīng)的城市舉辦賽事，籌劃場(chǎng)地。361 網(wǎng)站創(chuàng)意104在體育中實(shí)現(xiàn)創(chuàng)意Applying the Idea to Sports105體育營(yíng)銷的規(guī)劃Sports Marketing Plan106專業(yè)Professional休閑 / 時(shí)尚Casual / Fashion群眾Everyone精英Elitist耐克Nike阿迪達(dá)斯Adida

44、s李寧Lining安踏Anta彪馬Puma德爾惠Deerway361107運(yùn)動(dòng)策略Sport Strategy主導(dǎo)工程首要投入。作為品牌的長(zhǎng)期性運(yùn)動(dòng)資產(chǎn)。提供專業(yè)可信度。羽毛球具有極其廣泛的群眾基礎(chǔ)，被廣闊中國(guó)人民所熱愛， 尚未被任何其他品牌占據(jù)。與國(guó)家羽毛球隊(duì)合作代言的時(shí)機(jī)極佳。出擊工程策略性增長(zhǎng)工程。擴(kuò)大品牌的美譽(yù)度和增進(jìn)品牌體驗(yàn)。可被主導(dǎo)的潛在區(qū)域。跑步廣泛參與，尚未被任何品牌占據(jù)，所有體育健身的基礎(chǔ)。戶外運(yùn)動(dòng)新的增長(zhǎng)機(jī)遇，尚未被任何品牌占據(jù)，可能會(huì)很流行健身不斷增長(zhǎng)中的流行，尚未被任何品牌占據(jù)，作為向年輕白領(lǐng)擴(kuò)張的最正確途徑。自行車在一級(jí)、二級(jí)城市存在巨大的市場(chǎng)潛能，尚未被任何品牌扎據(jù)，可用于樹立品牌形象。參與工程維持住存在。如果有時(shí)機(jī)可以投入更多?；@球在青年中非常流行，但競(jìng)爭(zhēng)過于劇烈。建立差異性的時(shí)機(jī)不大。足球很流行，但同樣競(jìng)爭(zhēng)劇烈。而且中國(guó)足球存在的問題