Research On The Marketing Strategies Of Foreign Ski Sports Brands In The Chinese Market

As the largest skiing primary market in China,the ski equipment sales market has great development potential and highlights certain economic value.However,the domestic ski products sales market has many shortcomings in the marketing process.This paper studies the marketing strategies of seven historically representative ski sports brands and investigates the Chinese market to promote the development of foreign ski sports brands in the Chinese market.This paper takes the 4Ps marketing strategy combination as the theoretical support,and uses the literature data method,expert interview method,case analysis method and logic analysis method to analyze the marketing strategy of ski sports brand.The research finds that the marketing of ski sports brand has the following characteristics: skiing sports In the development process,the brand has formed three strategic mechanisms: product consistency strategy,dual insurance strategy and comprehensive product portfolio.Ski sports brands are trending towards innovative products and customized services.The seasonal discount strategy of brands in providing products and services is more commonly reflected in ski sports products.In terms of distribution channels,business activities in the domestic market are mainly carried out in cooperation with intermediaries.The promotion of ski sports brands mainly includes four aspects: First,the ski sports brand mainly adopts the advantage of geographical concentration strategy and seasonal concentration strategy in advertising.Second,in terms of product price promotion strategies,brands choose seasonal discount strategies.Third,the skiing brand in the provision of sponsorship,the brand mainly through the training of contract athletes and sponsoring large-scale two strategies to achieve sponsorship benefits.4.In terms of building public relations: Ski sports brands compete with the big sports group or with other brands to develop competition for the market.Through the research on the marketing strategy of ski sports brand,it is found that the foreign ski sports brand has formed a marketing strategy with industry characteristics,but the foreign ski sports brand still has insufficient management for domestic marketing.Based on the research on its marketing strategy,the article believes that foreign ski sports brands should use differentiated marketing strategies when marketing in the Chinese market,open the gap between brands,form a clear brand positioning,and occupy the dominant position in the market as soon as possible.Use a dual-channel strategy for products and services to reduce the time lag between synchronizing foreign products and technologies.In terms of channels,use geographic location and seasonal concentration strategies to establish official channels for marketing.In terms of promotion,the company adopts a slow penetration strategy to portray Chinese consumers to achieve precise marketing and rely on the marketing strategy to stimulate the vitality of the Chinese market.