A Study On Marketing Environment And Tactics Of Sports Clothing Industry In Pearl River Delta

This dissertation is an interdisciplinary study on the marketing tactics of renowned sports clothing industry in the Pearl River Delta. By applying the methods such as referential study, field study, questionnaires, comparison and mathematic statistics, the research is also engaged with other subject areas like economics, management, marketing, sports economics, sports industry research, etc. The study springs first from the broad exploration of sports clothing industry in PRD, and focuses mainly on the investigation of several representative and renowned brands, namely Kangwei, Drance, Spiuto, and Menlow. During the study, the author takes great efforts in analyzing the marketing strategies and existing problems in the local sports clothing industry through market research and prediction, with the purpose to point out the underlying needs and opportunities of the present market, to make more creative marketing strategies and tactics, and to accelerate the healthy development of sport clothing industries in PRD.The dissertation consists of four parts (eight chapters).Part I (the first two chapters):Reviews of relevant theories concerning the marketing tactics in sports clothing industry.This part offers a comprehensive introduction of the backgrounds of study, the study objectives, hypotheses, objects of study and methodology, the framework and creations. Moreover, it also includes a comprehensive review of marketing tactics theories,4P (Product, Price, Place, Promotion) theory,4C(Customer, Cost Convenience, Communication) theory, PEST(the political, economic, social and technical elements) marketing environment theories, SWOT (Strengths, Weaknesses, Opportunities, Threats) theory, Integrated Marketing theories, Diamond Model theory, and sport marketing theories. Key words and concepts concerning the marketing tactics theories in PRD sports clothing industry are also defined in this part.Part II (chapter three to six):The systematic analyses of the marketing environment of PRD sports clothing industry from the perspectives of macro, meso and micro approaches.1. Concerning the outside (macro) environment, the present and future situations of the industry are examined and predicted through the usage of PEST model. According to the author, several elements compose the macro environment of the industry which is manifested as the mingling of chances and challenges:the scientific development as the guiding theory of China's social development; the risks and chances resulting from the global economy and financial crisis; the advantages of the Pilot Policy in the PRD area, etc.2. In the perspective of meso economy, the industry, through the systematic analysis based on the Diamond Model theory, is in the process of shifting to producing service industry from the traditional clothing models. This implies that the industry should focus more on market research, concept design of the products, logistics and distribution, market development, the training of sales proficiency, etc. The more important in the future lies in coining and developing the self-independent brands, and in breeding an advanced marketing and management abilities.3. In examining the micro marketing situation inside the industry through questionnaires, we find several problems existing in the marketing staff: comparatively low capability, backward marketing cultural consciousness, and unclear marketing positioning. Another main problem lies in the cooperation between the headquarters and the local agents:they seldom share adequate information communication. On the other hand, problems are also found on the part of consumers. Researches show that average consumers'expense on sports clothing is low, together with low loyalty on a certain brand and less attention on advertising. Other elements also work to worsen the situation such as the rising tendency of people's individual consumption, and the internet shopping gradually accepted by the public. On the whole, the marketing strategies and tactics of the sports clothing industry in PRD prove to be inappropriate in contemporary economic and business situation.4. Compared with other national and international competitors (such as NIKE and LINING), the marketing elements of PRD sports clothing industry are still on the premium and lower stage in the marketing management of renowned brands. Their prime weaknesses lie in the low fame of brands, old or conservative marketing tactics and methods. Therefore, they are suggested to learn and borrow the advanced method of marketing management in order to obtain the competitive ability in the challenging market.Part III (chapter seven) Solutions and suggestions in terms of marketing strategies and tactics of renowned sports clothing industry in PRD area.1. Through the systematic analyses of the marketing environment of renowned sports clothing industry using the SWOT theory, we suggest applying the new marketing strategies:foregrounding the advantage of low cost; and the new development model of differentiated integration.2. It is necessary to construct the annual consumption prediction model of China's sports clothing through the application of regression method in macro economy, in an attempt to predict the size of consumption market in the future. It is also practically helpful to predict the general development tendency of the sports clothing consumption behavior from the perspective of consumers'behavior.3. A new marketing tactics as well as a new model should be set up for the renowned sports clothing industry in PRD. A modern marketing concept of focusing on the customers' needs; "4P+4C" Integrated marketing tactics; an individual-centered humanitarian marketing concept; the adoption of virtual marketing, green marketing, society marketing models; the integration of new marketing idea models and management modes.Part IV (Chapter eight) Conclusion:the tentative findings as well as the limitations; further studies in the future.