Research On Marketing Strategy Of Shijiazhuang W Sports Equipment Co. Ltd

With the rapid development of China’s economy,the national income is increasing,and people’s quality of life is improved.People’s demand for material culture and spiritual culture is also increasing.Coupled with the impact of the epidemic,people pay more attention to sports and fitness.The sports industry is facing unprecedented development opportunities,and the competition among sporting goods manufacturing enterprises is becoming increasingly fierce.It is very important for those enterprises to formulate appropriate marketing strategies according to the market environment they are in.This paper takes the marketing strategy of Shijiazhuang W Sports Equipment Co.,Ltd.as the research object.It conducts a comprehensive study and analyzes the marketing strategy of Shijiazhuang W Sports Equipment Co.,Ltd.by using the methods of literature research,field investigation,questionnaire survey and statistical analysis.Based on the theoretical reviews of relevant marketing theories,this study finds out the problems existing in the marketing strategy through the analysis of the marketing environment,STP strategy and marketing strategy of Shijiazhuang W Sports Equipment Co.,Ltd.The problems are as follows.The problem of product strategy is the low brand awareness.The problems of price strategy are the lack of standardization in product pricing,the unreasonable price adjustment,and the great difference of the price and consumers’ psychological expectations.The problems of channel strategy are the poor diversity of distribution channels,the high time consumption of distribution channels and the poor convenience of product purchase.The problems of promotion strategy are the inadequate publicity and promotion and the single promotion method.Based on the analysis above,according to the problems existing in the marketing strategy of Shijiazhuang W Sports Equipment Co.,Ltd.,combined with 4P theory,this paper puts forward corresponding improvement suggestions and guarantee measures.The product improvement strategy is to create brand awareness,increase publicity and develop products considering consumer psychology.Price improvement strategies include standardizing pricing,deeply investigating the market and diversifying pricing methods.Channel improvement strategies include broadening distribution channels and increasing the number of middlemen.Promotion improvement strategies include increasing promotion personnel and online distribution channels.The safeguard measures include:(1)improving the management level of enterprises,optimizing the enterprise management in the selection and training of management personnel,and establishing and perfecting enterprise rules and regulations;(2)paying attention to the training of marketing personnel and establishing a professional marketing team;(3)perfecting the incentive system.