Research On Marketing Strategy Of A Sporting Goods Company

With the popularity of the national fitness movement,sports has become an important part of our social life.According to the statistical survey data of national sports venues released by the General Administration of sports,there will be 3.162 million stadiums in China in 2020,with an area of 1.86 square meters per capita.At the same time,since the COVID-19,the "fitness" word heat index has risen rapidly,fitness has become the focus of the whole society in 2020.The popularity of fitness has led to the further development of China’s sporting goods industry.However,under the background of the wide popularity of information technology and internet terminal equipment,the traditional retail industry is gradually diverted by the Internet,and consumer behavior and preference are undergoing major changes.For the sporting goods industry,the emergence of new retail is not only an unprecedented opportunity,but also a huge challenge.With the sports goods industry changing from incremental market to stock market,the industry competition is intensifying,and all sports goods companies are seeking effective strategic methods to win the market competition.How to complete the transformation and optimization of marketing strategy in the new market environment,enhance the core competitiveness of the market and expand the market competitive advantage has become an urgent problem for many sporting goods companies.Based on this,this paper studies and analyzes the marketing strategy of a sporting goods company by using the methods of literature research,summary,investigation and analysis,SWOT analysis and case study.On the basis of introducing the research background and purpose,this paper clarifies the research method and technical route with the help of literature review at home and abroad,and analyzes the related basic concepts and related marketing theories.Thirdly,this paper introduces the marketing status of a sporting goods company from the aspects of marketing concept,company structure and marketing status,analyzes the main problems in the implementation of marketing strategies,and puts forward some suggestions on the combination of marketing strategies.It is found that a sporting goods company mainly has the problems of fuzzy product strategy planning,price strategy does not match consumer demand,channel construction is lack of control,and promotion strategy lags behind the trend.At the same time,the political environment,economic environment,social environment and technical environment of the sporting goods company provide a good external environment for the implementation of its marketing strategy.At the same time,the opportunities of the external environment and the company’s own advantages obviously exceed the disadvantages and threats,so it should adopt the growth strategy.Based on this,this paper develops a targeted marketing strategy combination from four aspects of product,price,channel and promotion,including improving product system,creating personalized brand,implementing innovation driven product development strategy,adhering to market orientation,diversifying price strategy,combing product line,realizing price differentiation,resource integration,optimizing customer experience,promoting product quality,etc Accelerate online and offline integrated marketing,implement interactive precise promotion strategy,keep close to fashion hot spots,and realize advertising promotion innovation.I hope the research and analysis in this paper can provide some reference for the healthy development of China’s sporting goods industry and the marketing transformation of sporting goods companies.