Study On The Marketing Strategies Of BL Company Qingyun Store

With the continuous improvement of living standards, people pay more and more attention to Sports and fitness. In addition, the stimulation of the Beijing Olympic Games and other large sporting events further drives people for all kinds of consumption demands of sports goods. As a result, the sports good’s market is continuously extending. During the decade between2000and2010, China’s sports goods industry maintained a30%-50%(or even higher) growth rate every year, the added value of sports goods industry also increased year by year. By2011, the added value of China’s sports goods industry reached176billion yuan, as the world’s second-largest sporting goods production and consumer market, second only to America. The high-speed growth of the sporting goods market has brought extremely generous profits and unprecedented competition to China’s sporting goods industry. International well-known brands namely Nike, Adidas, Reebok, Kappa have snatched the market share in the domestic market. On the other hand, local brands such as Lining, Anta,361°and Peak, have formed the opposite trend, the market competition heating up. Since2010, however, China’s sporting goods industry has begun to enter the growth bottleneck period, the growth of various sports brand at home and abroad started to slow down or there is even a significant decline in the performance; inventory increases; more discount phenomena occur within the industry; enterprise management is facing unprecedented challenges.BL, qingyun store has had a declining performance since the store opened in May2011, On the contrary, its labor costs and rents have been rising and the store was facing losses. With the increasing competition, it plays a crucial role in surviving and developing in such a harsh environment that store managers timely adjust the marketing strategies and develop reasonable and feasible marketing strategies according to the change of internal and external environment, This thesis uses marketing theory to systematically analyze the external environment, internal environment and the marketing status quo of the store. And it points out the competitive advantages and disadvantages, and the opportunities and threats of the store in the development. Through segmenting the market, choosing target market and product positioning, and ultimately determining the store marketing strategy combination, the thesis puts forward the the implementation safeguard of the marketing strategies. The thesis provides certain theoretical basis and help the store to solve the existing problems for company managers to make the right decision, and provides reference for the similar domestic enterprises’marketing activities.