Research On Marketing Strategy Of Chinese Listed Sports Goods Enterprises In Hong Kong

The report of the 19 th CPC National Congress pointed out: the current situation at home and abroad is undergoing profound and complex changes,China's war fighters are in an important period of strategic opportunities,the prospects are very bright,and the challenges are also very serious.China's economy has entered a series of profound changes,such as the new normal,the supply-side structural reform has been pushed forward,the economic structure has been continuously optimized,and the sports industry has also entered an important period of transformation and upgrading.This paper is based on the relevant theories of management,sports management,economics,sports economics,marketing,sports industry and other disciplines,and takes the marketing strategies of five sports goods enterprises listed in Hong Kong as the research object.By means of questionnaire survey,expert interview,comparative analysis,literature analysis,field investigation and other research methods,this paper makes a comprehensive analysis of the present situation and existing problems of the marketing of sports goods industry in China.Grasp the market information in an all-round way,seek the potential demand and opportunity of the market,put forward the marketing innovation strategy and strategy for the enterprise,make the enterprise more competitive,domestic and international cooperation Work closely to improve the status of Chinese goods enterprises at home and abroad.The research content of this paper is divided into two parts.The first part is to study the basic information of the five sports enterprises listed in Hong Kong and their business situation in the past three years.The basic information of the enterprise includes the time of establishment and the time of listing.Introduction to development,etc.The business situation of the enterprise is mainly analyzed from the annual operating income,gross profit margin and ordinary earnings per share,so as to understand the basic development of the company.The second part is based on 4Ps marketing model from four aspects of product,price,channel,promotion mode to compare the marketing strategy of these five enterprises,and analyze their advantages and disadvantages in marketing.After research It is found that there are the following problems in the marketing methods of these enterprises listed in Hong Kong in China:First,in the aspect of product research and development,compared with the sports brand enterprises in foreign successful enterprises,the investment in product research and development is insufficient,only pay attention to production and light research and development.Second,in terms of brand,the brand image positioning of sports goods enterprises in China is not clear enough,the lack of core product awareness leads to repeated production,and the phenomenon of product homogeneity is serious.Third,in terms of sales channels,the sales channels of Chinese sporting goods enterprises are relatively single,and the degree of national awareness of the brand is not high,which limits the sales market of Chinese sporting goods enterprises.Fourth,in terms of advertising and spokesman,brand marketing means are single,lack of creativity,product spokesman image and brand positioning do not match,product advertising vulgarization,The lack of continuity in brand marketing reflects the lack of brand management in domestic sports enterprises.Fifth,in the internal management of enterprises,the internal marketing management mechanism of enterprises is not perfect,the flow of personnel is very fast,on the one hand,can not keep talents,outstanding talents continue to drain,and continue to flow into competitors in the same industry.