Study On NK Company(China) South Territory Marketing Strategy

The State Council published PEOPLE FITNESS PLAN?2016-2020?in 15^th,June,2016,which brought the concept of improving the innovation of sports industry,encouraging more people to do fitness and descripted sports as a new fashion trend,to build a healthy country.The market demands keep growing since then,which was a new booming area since 2008Beijing Olympic.For the recent years,sports industry contributed more and more to GDP growth,achieved 0.9%in 2016,more than 1%in 2017,the target will be 3000Billion in 2020.However,our per capita consumption of sports is quite low,only 10%compare with developed countries,which means we have big potential here.At present,China is in the stage of steady economic growth,and the state and governments at all levels are vigorously supporting the development of sports industry.The overall external development situation is good.But at the same time,with the rise of rent,shortage of manpower and various operating costs in major cities,the profit margin of enterprises is becoming more and more limited.Moreover,the competition among enterprises in the industry is becoming more and more fierce,the change of consumer demand is accelerating,and the uncertainty and threat challenges from outside are increasing gradually.The research object of this paper is the South China Territory of NK Company.In terms of internal resources and capabilities,it has brand resources,product resources,human resources,corresponding marketing capabilities,product capabilities and human resources capabilities.At present,it ranks first in the sports apparel market share.How to make full use of these resources and capabilities to meet external opportunities and threats is the basis for formulating effective marketing strategies.The strategic mission of NK Company is to bring innovation and passion to athletes all over the world.The strategic vision is that NK Company will become the most dynamic,unique and closely connected brand with athletes in the world.The long-term strategic objectives of South China are in line with the company's objectives.In the short run,the strategic objective of 2018-2022 is to double business growth in five years.In order to realize this marketing strategy,the author analyze 4Ps+1C marketing mix strategy.From the perspectives of products,prices,places,promotions and customer-oriented marketing strategies,this paper formulates marketing mix strategies with the characteristics of South China.Finally,the short-term action and guarantee plan for the implementation of the strategy is elaborated.Recent actions are mainly to improve the response speed of supply chain and vigorously develop new retail.In the aspect of safeguard plan,it puts forward safeguard plan from the angle of human resources and marketing.Through the elaboration of this article,I hope to provide some reference basis for the formulation of NK company's regional marketing strategy in South China,and to provide some reference value for the same industry enterprises.