Research On Marketing Strategy Of W Sneakers In L Company

As the best player in the domestic star signature series,L company's w sneakers have been the champion of domestic brand sneakers for many years through the development of nine generations and the iterative innovation of mainline and branch lines.Their sales volume and market share have always ranked first.W sneakers can have today's popularity and reputation,and achieve good economic and social benefits,which is inseparable from the continuously optimized marketing strategy over the years.However,the competitive environment is changing and the trend is changing.The current marketing strategy of W shoes shows many deficiencies.On the basis of in-depth research,it is urgent to carefully analyze the existing problems and carry out effective marketing strategy optimization.Firstly,the paper expounds the research background,significance,research status at home and abroad,content,framework,methods,key and difficult points,innovations and related marketing theories,so as to provide the corresponding theoretical basis for the later analysis of W shoes marketing strategy;Then,according to the PEST analysis method,analyze the political environment,economic environment,social environment and technical environment in the external environment,then analyze its competitive environment according to Porter's five forces model,and establish the EFE matrix.Finally,from the internal environment analysis,establish the IFE matrix,so as to find the opportunities,threats,strengths and weaknesses in the marketing strategy of W shoes.After that,the questionnaire survey and IPA analysis method are introduced to analyze the current situation of w-shoes marketing strategy,and it is concluded that w-shoes marketing strategy has the following problems: the popularity of shoes is declining,the products are single,and the shoe culture is not thick;The scientific and technological progress of sneakers is slow,and the sports performance is average;The high-end shoes are of average workmanship and poor material utilization;The selling price of mainline sneakers in China is on the high side;Hunger marketing,the price of sneakers soared;Offline stores and online official stores need to be optimized;New media channel marketing is insufficient;Lack of online customer service and offline clerk training;Lack of after-sales service;Lack of topicality in the form of promotion;The number of single items of promotional sneakers is small.Finally,based on STP theory and 4P theory,this paper puts forward corresponding optimization strategies from the aspects of sneaker products,sneaker prices,sneaker channels and sneaker promotion,such as: diversified development of sneakers,increasing popularity and forming self-culture;Strengthen the scientific research and development of sneakers and reasonably allocate sneakers;Strengthen factory supervision,shoe workmanship and material testing;Set a reasonable selling price;Increase the quantity of W sneakers and control the market price;Optimize offline stores and online official stores;Optimize new media marketing channels;Optimize the staff allocation and improve the training system;Optimize after-sales service;Strengthen the form of topic promotion;Add items of different series of sneakers,etc.The research of this paper puts forward constructive suggestions for the optimization of the marketing strategy of w-shoes of L company,which will boost the marketing level of w-shoes to a higher level,improve the sales volume and consumer satisfaction of w-shoes,and stabilize its domestic flagship position.At the same time,the research results of this paper also provide some experience for the formulation of marketing strategies of other domestic sneaker brands.