Penggang Harbour Sports Goods Company Build up Body the Route Marketing Tactics
|School||Xi'an University of Technology|
|Keywords||Pang Kong Fitness Path products Marketing Strategy|
The sudden SARS , to make people aware of the importance of physical fitness . China 's successful Olympic bid , the outstanding performance of Chinese athletes in the Olympic Games in Athens , inspire people exercise passion . And along with the launching of the National Fitness Project , the fitness craze in China continue to rise . Fitness path products as people exercise tools are being used by more and more people . The fitness path product market space , fitness path products manufacturers bright future . However , the , Peng Kong sporting goods company , Xuzhou City fitness path product sales in the local market is not optimistic. In this paper, the fitness path of the , Peng Kong sporting goods company , Xuzhou City as an object of study and research . Overview Porter five forces of competition , consumer behavior theory , STP theory and marketing mix strategy theory based on the analysis of the status quo of product marketing and marketing environment . Start from the questionnaires , market segmentation research situation , choose the target market of the product , to determine the market positioning of the product . From product strategy , pricing strategy , channel strategy and promotional strategy four aspects of the system described Peng Kong sporting goods company , Xuzhou City Fitness Path marketing mix strategy . In order to ensure the smooth implementation of the marketing mix strategies , the paper proposes the implementation of the recommendations . This paper studies the content has a strong operational and practical , not only good practical value of the , Peng Kong sporting goods company , Xuzhou City fitness path products , marketing strategies and similar products to be learned .