Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Research on Marketing Strategy of Sports Outfits Enterprises in China

Author LvKeZuo
Tutor WangLuYao
School Wuhan University of Science and Technology
Course Business management
Keywords sports outfits marketing strategy Anta Xtep
CLC F274
Type Master's thesis
Year 2011
Downloads 72
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Compared to developed countries, sports outfits industry started later in China. However, in recent ten years, a series of major sports event have held successfully, such as 2008 Beijing Olympic Games,2010 Guangzhou Asian Games and 2011 Shenzhen World University Games. The government increases support to sports outfits industry. Residents’zeal for sports become higher and higher. Sports outfits industry has developed rapidly. According to statistics, the sales of our sports outfits industry rise to 100 billion Yuan. So far, our country has become the largest sports outfits producing base of the world. However, our sports outfits industry exposed some prominent problems; corporation size is too small and brand value is too low. Our technology and marketing concept lag behind several dozes years, compared with the international advanced level. These problems have been hampering the development of our sports outfits industry.Value marketing lies in the tails of "smiling curve". It has high added value. This paper discusses marketing strategy of our sports outfits enterprises. The paper takes Anta and Xtep for example. These two different marketing modes in sports outfits industry are representative. This paper makes a comprehensive research on marketing strategy of these two representative enterprises which adopts STP analysis, SWOT analysis and so on. The paper want to find common marketing mode that is suitable for our sports outfits industry development. By status quo of China’s sports outfits and marketing strategy analysis of Anta and Xtep, in the paper I build generic model of China’s sports outfits enterprises. I propose that marketing strategy of our sports outfits expose some problems, lack of international marketing experience and much randomness in marketing development and implementation.

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