Research On The Current Situation And Countermeasures Of Marketing Of Sporting Goods Enterprises In Anyang City

In this paper,literature,questionnaire,interview,mathematical statistics,logical analysis and other research methods are used.Starting from the basic concepts of marketing and marketing management,the current marketing situation and Countermeasures of sports goods enterprises in Anyang City are taken as the research object,and the following 20 stores are taken as the research objects: pineckwanda store,antabei Street store,Denis Nike store,Tangyin Anta store,Anta store in Anyang County,etc This paper studies the national policy,provincial policy,customer analysis and marketing channel analysis of sports goods enterprises in Anyang City.Through the research on the current situation and Countermeasures of the marketing management of sports goods industry in Anyang City,on the one hand,it can provide references and suggestions for the operation and management of sports goods industry in Anyang City,so as to promote the development of sports industry in Anyang City,on the other hand,through the search of literature,the author finds that the research on the marketing of sports goods industry in China is relatively few in the whole country,and a lot of research is concentrated on sports goods industry In terms of industry,it seldom involves the marketing of sports goods industry,so this paper also provides some references for the marketing management of sports goods industry in Henan Province and even the whole country.The results are as follows:(1)Anyang sporting goods enterprises are mostly located in the bustling commercial area,with large passenger flow and high rate of customers entering the store.Moreover,these enterprises have good location selection ability and strong data analysis ability,and can accurately analyze their own brand customer groups.(2)Anyang sporting goods enterprises are distributed in five counties and four districts,and have certain advantages in quantity.However,there are not many enterprises with certain scale and their own brand and culture,and customers have not really understood the brand,and lack of attention to the brand.(3)Most sports goods enterprises in Anyang City do the single consumption of customers entering the store.After customers leave the store,they do not pay a return visit in time,do not establish a real relationship with customers,lack of customer segmentation,and have not yet cultivated customer loyalty.(4)Anyang sports goods enterprises have high product similarity,most of which are mainly shoes and clothing,supplemented by accessories,lack of their own products with real scientific and technological content and characteristics,and the marketing activities of discount are also similar,lack of innovative marketing methods.(5)Most sports goods enterprises in Anyang City have obvious differences in regional distribution.In terms of store location,the consumption capacity of the areas with better economic development is higher,so the number of sports goods enterprises in the areas with better economic development is more than that in the towns.On this basis,the following suggestions are put forward:1.Fully grasp and make use of the national and provincial policies on sports industry,accelerate the development of Anyang sports industry,and continue to consolidate the development of offline stores.2.Further improve customer information,subdivide customers,publicize their corporate culture to customers,and strengthen emotional links with customers.Constantly develop new products that can adapt to social changes,seasonal environment changes and consumer psychology,create products with their own core technology,and create their own brand’s innovative official website.4.Actively participate in some local sports or sports related events.You can promote your brand by giving sponsorship and other ways to increase the audience of the brand.5.Do a good job in customer service,provide customers with high-quality services,and improve customer satisfaction with their own brand.