Research On Optimization Of Marketing Strategy For M Sporting Goods Company

With the continuous development of the national economy and the continuous improvement of people’s living standards,people generally pursue a higher quality of healthy life.Under the background of the post-epidemic era,more and more people have joined the national fitness team,and the demand for sporting goods is increasing day by day.Many new companies have successively joined the production and sales of sporting goods.my country’s sporting goods industry has grown with economic development.With continuous development and increasingly fierce competition in the industry,enterprises are constantly upgrading product technology and industrial structure.The old marketing methods in traditional enterprises can no longer fully adapt to the new and complex marketing environment.Outdated marketing strategies will restrict the development of enterprises.Analysis of sports goods enterprises in It is particularly important to identify the problems in the marketing strategy and give suggestions for strategy optimization.This article selects M sporting goods company as the research object,uses 4P marketing combination theory,STP target market theory and Porter’s five forces model in marketing theory,and conducts research through literature analysis,questionnaire survey,interview and case analysis.Starting from the macro-environment and micro-environment of the sporting goods market,a comprehensive analysis is made on the existing marketing environment of M sporting goods company.Porter’s five-force comprehensive competitiveness reflects the increasingly fierce competition in the sports industry.Using the STP theory,the product market of M company is analyzed.Segmentation,selection and positioning,based on the target market selected by market segmentation,analyze the current situation of the company’s 4P marketing strategy from four aspects: product,price,channel,and promotion;sort out the historical marketing data of M company and explain the company’s marketing status,comprehensively,In-depth analysis of the company’s relevant interview materials and customer group questionnaires,the data analysis shows that there are certain problems in the existing marketing strategy;in terms of products,M company has a lack of diversity in product design;in terms of prices,the price mechanism is not Perfect;in terms of channels,internal channel management is not balanced,and in terms of promotions,promotional activities lack innovation.If the problems existing in M Sporting company’s existing marketing strategy cannot be properly resolved,it will affect the further development of the company.The marketing strategy optimization suggestions based on the above problems from four dimensions are as follows: firstly,the company should strengthen product innovation design: increase investment in product research and development,optimize production line resource allocation,and optimize product design;secondly,establish a reasonable pricing mechanism;Thirdly,improve the management of marketing channels: strengthen the management of marketing channels,broaden the breadth of marketing channels,and attach importance to the development of end customers;Exposure rate,retail user promotion.Finally,in order to ensure the implementation of the optimization marketing strategy proposal,the implementation of the marketing strategy optimization plan is consolidated from the three directions of establishing a new marketing management model,building an efficient organizational team,and clarifying the marketing assessment system.This paper mainly starts from the marketing status and problems of sporting goods companies,aims to optimize the marketing strategy of M company,and provides targeted and practical optimization suggestions for M company to help the company develop and improve the company’s economic benefits and core competition This study has certain reference value and practical significance for sporting goods companies to optimize their marketing strategies.