Sd Research, Marketing Strategy In China

Since the reform and opening up, China Sporting Goods Industry has made great progress and kept a long-term development. The domestic market requires sustained growing. In recent years, in the face of the new economy, the development of the Internet, economic globalization and market integration competition, by the end of 2001, especially since China's accession to the WTO, with the macro-policy and environment changed fitness equipment market is also facing a new round of competition.Based on the rapid progress of China's market and the changing of domestic environment, internationally well-known fitness equipment manufacturers have chosen to invest and build factories in China. In 1999, SD Company also chose to invest and establish factories in Shanghai. Owing to China's abundant low-cost labor resources and knowledge resource advantages, SD Company took use of market and resource-oriented, its international brand, the international quality, local price competition strategy ,carried out the competition with domestic brand. SD Company chooses the adaptive marketing strategy as its market's basic strategy in china. SD makes a clear understanding of the supporting points of the global consumption is in Asia and Asia's strong point of consumption is in China, while China's is in the Second and Third Markets, which gives SD company high hopes.This paper is divided into six chapters. The chapter 1 is an introduction, which introduced research background and studying significance. In recent years, China's sporting goods industry has been the rapid development of increasingly fierce competition, and there are many problems constraining the development of the sporting goods industry. Chapter 2 and 3 are the marketing environmental analysis of SD company, including the analysis of the macroeconomic environment and industry competitive environment, and on this basis we pointed out the SD company's competitive advantage in Chapter 4. Chapter 5 is the focus of this paper ,in this section there were a detailed analysis of market segmentation ,target market selection and the combination of marketing strategies of SD company in China, such as product introduction, differentiated pricing, channels, advertising and brand, etc. a variety of marketing strategies. Chapter 6 is the concluding remarks.