Research On The Korean Sporting Goods Enterprises Repositioning And Implication For The Chinese Sporting Goods Enterprises

Sports industry is one of the major areas to measure national international status, the cultural, political, economic and diplomatic aspects is of great significance to implement positive role. Sporting goods market is also growing, sports goods market has the infinite possibility, it is now the increase in leisure time, health consciousness are for sports goods consumption increased provides a major opportunity.As China’s rapid economic growth and improvement of living standards, especially at the Beijing Olympics in2008, China’s sports goods industry has entered a landmark areas. But China’s domestic sports goods enterprises performance is not very good right now. The reason is that have strong well-known brands such as Nike, Adidas are master sporting goods market. The two brands of Nike and Adidas in the past20years rapid growth, occupied more than half a Chinese sporting goods market.In the international sports goods enterprises to enter the Chinese market and has its own sports brand rapidly emerging background, market share has been shrinking, competitive position by unprecedented challenges, then PROSPECS enterprises as one of the leading sports brand enterprises in the south, and is the most successful local brand in South Korea, it was known by the public, expanding market share, in February2013walking shoes awareness survey PROSPECS at41%, occupies the first bit. Nike occupy second place at21.5%.How successful is PROSPECS? Don’t PROSPECS enterprise has never met any difficulties? No, South Korea’s sporting goods market and the Chinese sporting goods market is no different. From a sporting goods market share is out of danger, but through the relocation to overcome. How to draw lessons from the successful cases of the PROSPECS domestic sports goods enterprises in China to get rid of the current predicament, is the purpose of this study and focus.Through detail PROSPECS repositioning of successful cases, make the domestic sports goods enterprises in China by drawing on the successful experience of PROSPECS out of sight, become China’s leading sports goods quickly. This article mainly analyze the PROSPECS of repositioning. Based on marketing theory, mainly from the relocation for the competition, the government policy, the change of lifestyle, for the diversity of products and the functional repositioning aspects of analysis.PROSPECS ads at the bottom of the two advertisement, competitors such as Nike and Adidas sneakers on the market for relocation."Walking is sports, because must wear proper shoes.""It is sports walking shoes (walking shoes)"Such as Nike and Adidas shoes send shoes as the fierce competition at the same time, construct called ’walking shoes’ new market from the market segmentation to determine the market positioning for the first time. PROSPECS through "Sports walking shoes" new market development, this shift in consumer psychology.And PROSPECS in the mentality of walking shoes leader for the research and development of technology advantage.Based on reposition PROSPECS successful cases, Suggestions on the development of Chinese domestic sports goods enterprises is increasing, from "manufacturing" to "smart", accurate reposition market, enhance the level of marketing, pay attention to production quality, enhance the brand image.Domestic sports goods enterprises in China can be successful factor is the external environment is changing, compare with the circumstances of the inside of the enterprise and then live to learn. Here including repositioning.Enterprise’s marketing has the relocation. Competition backward enterprise even with great efforts, product repositioning is not normal. As the change of enterprise the needs of the consumers and the environment of product and brand repositioning should pour into care.PROSPECS is South Korea’s domestic sports goods enterprises, thus the representation of the domestic sports goods enterprises in China. Refers to adopt the method of case study focuses on a company, so eventually concluded successful cases may have some limitations. But according to the China sporting goods market, comparative analysis of the current situation of sports goods market status quo of the departments (the increase in leisure time, the improvement of health consciousness, national sports and promote the sports goods consumption directly), the industry environment department (Seoul in1998, the2008Beijing Olympic Games is the success of the sports goods business developed rapidly, the sporting goods industry in the proportion of scale in the industry structure is increasing ratio, GDP compared to sports industry scale,Status), local enterprises sector (multinationals are master sporting goods market, Nike and Adidas both product occupies more than halfa sporting goods market, the lack of influential brands), such as China and South Korea domestic sports goods enterprises there are many things in common. Because the present situation in common to PROSPECS typical enterprise of domestic sports goods enterprises in China to enlightenment.In a word, through the case study, this paper has a detailed in-depth analysis of the PROSPECS repositioning of the existing sports goods enterprises strategy, thus for further research on domestic sports goods enterprises problem provides a new Angle of view, but also the study of subsequent problems domestic sports goods enterprises provides some enlightenment function. According to the research idea of this article, also can to sports goods enterprises to conduct a comprehensive comparison and analysis to find suitable for the development of the sports goods industry, promote the development of domestic sports goods enterprises in China.