Research On Anta Sports Products Limited Sports Marketing Strategy

At present, the production of sporting goods companies in the large number of industry competition. March 2010 the State Council promulgated the "Regulations on accelerating the development of guidance for the sports industry, " comments clearly states that in 2020 to foster a batch of internationally competitive enterprises and enterprise groups, sports, forming a group with Chinese characteristics And the international influence of the sports brand. ANTA Sports Products Company as the Chinese national sporting goods brand leader, is developing rapidly in recent years, its successful experience in marketing strategy with high research value.This paper use expert interviews, case studies and other research methods, ANTA Sports Products sports marketing strategy involves the company’s related issues.This paper defines the concept of marketing strategies start with review of the literature on sports marketing, integrated marketing, brand strategy, industry competitiveness, a brief overview of the concept. In the results and analysis, the first ANTA Sports Products analyzed the current situation of the company, and according to China’s current macroeconomic, social environment and overall development of sports apparel industry trends, demonstrate the macro environment may impact on the ANTA. Will be followed by Li Ning, Nike’s marketing strategy as a representative of a comparative study with ANTA. Finally, the marketing strategies were Anta SWOT analysis summarizes the ANTA Sports marketing strategy strengths, weaknesses, opportunities and threats.In this study, draw conclusions and recommendations are as follows:First, the conclusion:1, China’s consumer market for sports apparel giant in recent years, companies have been expanding Anta, net profit growth to remain stable for many years, mainly due to ANTA has always insisted on sports marketing line.2, the domestic sports brand is still hovering in the low-end market, brand, reputation and other competition indicators are far below the international brands3, Anta, Li Ning, Nike and other sports have their own sports marketing business characteristics. Li Ning, the Olympic focus on marketing, stars marketing, Nike insisted star line, good at "ambush style" marketing. The ANTA domestic league wide sponsorship, marketing and the star of the Chinese Army marketing.4, Anta’s success in the sports marketing experience worthy of recognition, with its own characteristics and advantages, but there are many problems and shortcomings, in the face of fierce market competition, opportunities and threats currently exist ANTA.Second, the proposed:1, full sponsorship evaluation 2, to avoid "stealth marketing" 3, to strengthen the integration of the use of existing sports resources 4, focusing on development of news value...