Research On The Marketing Strategy Of Sports Shoes Products In Northeast Of HG Company

With the steady development of social level in China,people's living standard has been improved gradually.People realized the importance of health and sports,and begin to join the ranks of fitness and exercise for health.In recent years,China has issued a number of policies to support sports.At the same time,the state strongly supports public fitness programs,increases the approval and implementation of public fitness facilities,and promotes the popularization and upgrading of grassroots public sports facilities.Sporting goods industry is one of the important part of market economy,the sporting goods market in China is still in the initial stage,the urban residents for sports goods consumption expectation is to develop in the direction of high-grade,some have reached a well-off standard of living in rural area,the sporting goods for the perfection of consumer expectations have also gradually formed new demand.Therefore,the future sports goods market,still has a larger development space.By the HG company in 2015-2018 in the northeast area sports shoes sales data analysis,this article found the HG company's northeast five main problems existing in the current sales process: mall fee increases year by year,employees' marketing skills shortage,not fully development of domestic sports shoes the huge potential market,the protection of intellectual property rights consciousness is weak,and product quality to drop,the residual rate.The main factors affecting the sales of sports shoes in the northeast region of HG company can be divided into external factors and internal factors.External factors include e-commerce impact,limited by geographical location,and too many regional competitors.Internal factors included the lack of innovation,serious homogenization of products,slow circulation of new products,excessive consumption cost of low-production stores,and few market investigation measures.To HG company in northeast area marketing status,respectively from the advantages,disadvantages opportunities,threats,combined with the SWOT matrix analysis,through the STP theory to determine target market segmentation,customer groups based on the 4P theory,from the product strategy,price strategy,channel strategy and promotion strategy proposed is suitable for the HG company northeast area sports shoes market marketing strategy,expect to improve the purpose of HG company in northeast area sports shoes sales.