Research On The Marketing Strategy Optimization For TLS Fitness Equipment Company Against The Backdrop Of Economic Dual Circulation

Throughout the ten-year development course of China’s economy,fitness has gradually become a sought-after lifestyle.The fitness market thus gets increasingly mature and the customer demand explodes accordingly,followed by more emerging enterprises and intenser competition.Due to the influence of the epidemic,the Party and the state put forward a new development pattern of economic dual circulation based on the sophisticated political and economical picture at home and abroad.On the one hand,this strategy creates more favorable development opportunities for small and medium-sized enterprises;on the other hand,it also brings some challenges to these enterprises.TLS fitness equipment is a typical example of domestic traditional fitness equipment manufacturer relying on foreign trade,with its foreign trade exports taking a share as high as 60%.As the new development pattern in which domestic and.Foreign markets promote each other and domestic markets promote each other plays the leading role is set in motion,many deficiencies in the current marketing strategy are exposed.How to make the marketing strategy adaptable to the new development pattern has become the key to the survival of enterprises.Taking the marketing strategy of TLS fitness equipment company as the topical subject matter,on the marketing theory as a guidance,and exhausting literature review as the foundation,this thesis conducts an in-depth study on the marketing strategy of Shandong TLS fitness equipment company,with literature research and market probe involved.Firstly,it learns about the current status and marketing strategy of the company,knowing that its product composition and sales channels find almost no place in the new development pattern.Secondly,based on PEST analysis and Porter’s five forces analysis models,the thesis displays an all-round picture of the macro environment and industry environment faced by the company,and evaluates the potential of China’s domestic fitness equipment market on the basis of market capacity and sales scale analysis.An “economic dual circulation and marketing” system is expected to take shape based on the full grasp of the actual situation of the company.Besides,aligning on the positioning of domestic high-end commercial fitness equipment and household civil market,the thesis aims to enable further optimization of the marketing strategy of TLS fitness equipment company.Thirdly,the motivation,psychology,habits and behavior of the company’s consumers are dived into with questionnaire results,and customer segments are established through the STP analysis tool,so that the very market positioning of TLS fitness equipment company can be figured out.Finally,with the help of4 P marketing theories,the thesis offers advice for the optimization of product strategies in terms of product R&D,brand building,smartness upgrading and post-sales services enhancement;advice for better Pricing strategy from the perspective of price differentiation and differentiation value increase;advice for channel strategy improvement in the form of an integrated design to realize online and offline multi-channel interaction;advice for more effective promotion strategy in which customized promotion schemes are formulated for different customers and products and more importance is attached to new media channels;and advice for ensuring a series of fundamentals for a company,including human resources,system integrity,capital and service quality.It is hoped that this thesis can provide TLS fitness equipment company with marketing strategy optimization suggestions,so as to help it Keep pace with the development of domestic market,and enlighten domestic fitness equipment companies to make improvement in marketing strategies to conform to the new development pattern of economic dual circulation.