Study On Optimization Of Marketing Strategy Of Company A’s Sportswear

With the release of a series of important documents related to China’s sports industry,China’s sports industry has seen a boom since 2014.National sports have been included in the national happiness industry,and sports and fitness have been elevated to the top national strategy.As the general administration of sport of China vigorously promotes the national fitness program,the expenditure on sports goods has ranked the first six in the daily consumption of the national residents.At the same time,the total output value of the sports goods industry in China shows a fast and big trend.Therefore,The expansion of sports industry development for the enterprise,therefore,has brought the infinite imagination,however,faced with such a huge and potential market,how to seek the best brand positioning,how to grasp the core competitiveness,how to optimize the existing marketing strategy for each big sports product enterprises has important and deep significance for the development of the future.Based on the existing all-import sportswear business model of company A,this paper summarizes the current operating status,product market positioning and marketing strategies of company A’s sportswear.Meanwhile,A comparative study is used to dig into the marketing strategies of competitors.The internal and external environment of company A is analyzed from the inside out.By using STP and 4P marketing theory,this paper analyzes the existing problems of sportswear marketing strategies and proposes targeted marketing optimization strategies for A company’s new strategies.This paper takes the sports apparel marketing strategy of company A as the research object to solve A series of problems such as the low market share,weak operation and low market awareness of company A.At the same time,sportswear has been gradually transformed from durable consumer goods to fast moving consumer goods,and its product characteristics are gradually closer to ordinary apparel.The research on the marketing strategy of sportswear can also provide reference for other similar enterprises or products in the apparel industry.