Research On The Optimization Of Network Marketing Strategy Of TB Sporting Goods Company

TB sporting goods company occupies a dominant position in China’s sporting goods industry.As the leader in the sportswear market,TB Sporting Goods Company has achieved a number of first places in China’s sporting goods industry,thus driving the rapid development of the domestic sporting goods industry.With the advantage of the favorable opportunity of the rapid development of the Internet,TB Sports Goods Company adopted the Internet marketing model in 2011.In recent years,the network marketing volume of TB sporting products company has increased,but the overall marketing volume of the company is relatively small,and the gross profit margin has declined.Under the background of the online sales fire,well-known sports brands at home and abroad have increased investment in online sales,and online competition is increasingly fierce.As one of the main battlefields,TB has no unique advantages and lacks a complete marketing system,which leads to the blocked development of TB sporting goods company.Therefore,this paper analyzes the marketing of TB sporting goods company in the network environment.This paper analyzes the network marketing of TB sports goods company through the literature review method,investigation and analysis method,finds out the existing problems,and analyzes and summarizes them.According to the data obtained from the questionnaire survey,based on the data analysis of TB sports goods company marketing consumers in the network environment,based on the 4Ps marketing theory and the network marketing content,to clarify the impact of its network marketing,and to find out the existing problems.The survey results show that TB sporting goods company did not better cooperate with the online and offline measures in the marketing strategy channels,and failed to make good use of some solutions,resulting in a "fault" between the management and the execution layer.Specifically,in order to better accelerate the revival of TB sporting goods company,TB sporting goods company should optimize the marketing strategy from product,price,channel and promotion in the following marketing.By enhancing the added value and competitiveness of products,build their own brand culture,reconstruct multiple network marketing methods,and handle the online and offline sales,make a service website with brand characteristics;design core competitive products;do these key marketing ideas,TB sporting goods company can have important influence in the domestic sporting goods market,and even radiate to the international market.