Research On The Marketing Strategy Of Zhengzhou YD Sporting Goods Sales Ltd.in The Context Of New Retailing

The sporting goods industry is developing rapidly in the context of new retailing,and the original traditional business concept has failed to catch up with the current market development and demand.The whole sporting goods industry is becoming increasingly competitive and uncertainty is becoming more and more prominent in the company’s operation and development.Therefore,it is important to build a marketing strategy suitable for the development of the new era for the long-term development of the company.This thesis takes Zhengzhou YD Sporting Goods Sales Co Ltd(hereinafter referred to as YD company)as an example,through the use of the 4P marketing mix and related marketing theories to carry out research and writing.Firstly,this paper combines the author’s personal experience in the sporting goods market,introduces the development of YD Company,analyses the macro environment and micro environment it faces,and also conducts a consumer preference survey internal staff interviews,which provides a strong basis for the design and proposal of the next marketing strategy.Secondly,the SWOT model was used to study the strengths,weaknesses,opportunities and threats faced by YD Company,and the classical 4P marketing mix was also used to analyse the problems of YD Company,such as product deviation from the target customer group,too narrow width,weak brand promotion,single price range,too few channels and slow development,single promotion,and lack of adhesion with consumers,and these problems were The main issues include These include: expanding the width of the product portfolio,increasing investment in mid-to high-end brands,highlighting brand values and constantly launching new products;adopting a skimming pricing strategy for new products,choosing a reasonable and appropriate price increase strategy,price control for price-sensitive consumer groups and flexible pricing between online and offline;multi-channel operation,establishing an efficient supply chain system and formulating a closed-loop channel strategy for online and offline sales;promotional strategies Integrated marketing communication and thematic marketing can be carried out with the help of new media to make the promotion more targeted.The STP theory was also used to design and improve the target market,market segmentation and market positioning,and finally the SICAS model was used to make recommendations for YD’s marketing on social networking platforms.In order to successfully implement the optimised marketing strategy,safeguards are proposed in terms of marketing concept,talent training,assessment mechanism and brand competition.It is hoped that the findings of this paper can,on the one hand,formulate a set of scientific business philosophy,marketing strategy and implementation plan for YD company,and increase YD company’s market share and expand its brand influence through theoretical and scientific marketing means;on the other hand,it is hoped that it has certain theoretical research value and realistic guidance significance for the development of similar industry markets.