| Under the guidance of national policies,sponsored by the China Cheerleading Association,with the strong support of schools and the background of social participation,cheerleading sports has gained rapid popularity and development in China,the figure of cheerleaders can be seen in the major events across the country,and products related to cheerleading competitive clothing have also attracted the attention of this group and manufacturers.Today athletes are no longer content with the same traditional sports apparel,and the need for personalized apparel and stylish attire is growing more and more each day.The internet’s swift advancement,the proliferation of new media,the diversification of customer purchase channels,and the increasingly fierce competition in cheerleading apparel related products,forcing relevant companies to develop precise and effective marketing strategies to improve the current business situation.The thesis takes the precise marketing strategy of company Y cheerleading competitive clothing products as the core research content,uses methods such as literature reading,interview analysis,questionnaire survey,and the combination of theory and practice,based on the precision marketing theory centered on 4C marketing,customer value,one-to-one communication,chain reaction and STP theory,deeply analyzes the poor matching accuracy of products and customers,difficult to acquire and serious loss for customers,cumbersome and poor experience in the purchase process,and little communication with customers and low stickiness in the operation of Y company.From the perspective of precision marketing,clarifies the main direction and action path of the current development for Y Company,adopts a customer-centric differentiated product strategy through target positioning,and provides differentiated price strategies and basis for different segments of customers from the perspective of customers,bulids a channel strategy based on convenience with offline as the main foucs and online as a supplement,and promotion strategy to enhance communication and achieve fission for customers at different levels,to solve the company’s current reduce in both the number of orders and profits,the loss of old customers and difficulty in acquiring new customers,and breaking through operational difficulties.This thesis takes precision marketing theory as a guide,the marketing issues and motivations of Y company can be evaluated,and appropriate precision marketing plans and assurances can be formulated in a targeted way.A theory of precision marketing,suitable for small and medium-sized enterprises,particularly those selling competitive apparelrelated products,can be found to be conducive to expanding the scope of its application.In the case of changing customer consumption habits,through integration and innovation and other means,it is conducive to meeting customers’ customized needs for cheerleading competitive apparel products,providing effective marketing solutions for cheerleading competitive apparel-related products,improving the company’s business performance,and at the same time providing practical guidance significance for other small and mediumsized companies in the same industry. |
