The Study On Brand In-depth Marketing Strategy Of Xtep Sportwear

Still the overall slowdown in2012. China’s sports and leisure apparel industry sportswear brand enterprises face greater challenges. The process of globalization continues to accelerate the evolution of the concept and dress, sportswear brand competition into the industry, customers pay more attention to brand the product as the carrier of the meaning of comprehensive understanding. Brand strategy is essentially a brand differentiation, reflecting the performance of the product, price, channel, promotion in four areas, which further highlights the importance of the channel.In this paper, the concern of the latest developments in marketing theory and learning, based on the current status of sports apparel brand research and analysis of the actual situation, through the sports apparel market segmentation, brand positioning, customer groups, location, industry profiles, face special four-step distribution model sportswear brands to analyze the situation. And regional markets in Guangdong Province sportswear brand, to conduct market research, and examine the major differences between the performance of the brand, based on the depth of this theory applied to the special step of marketing sportswear brand marketing in the need for the first time the depth of marketing theory and sportswear brand construction, according to the special status of step sportswear brand and marketing problems in a more systematic presentation of the "depth of marketing theory under sportswear brand marketing strategy-fine distribution model. Finally, examine the depth of Xtep sportswear brand marketing strategy in the Guangdong market practice, in Xtep’s customer access is institutionalized as a core, three-dimensional network into a retail basis, to manage the service system into a distribution model to support the refinement of "applied to the Guangdong branch of the distribution activities in the testing and experimentation. Specific measures are reflected in the following aspects:the use of the ERP system upgrade, improve customer incentives construction management services systemization; in the three-dimensional distribution channels to establish a young customers, the three-dimensional network shop area and in stores, differentiated building complementary distribution channel system; The customer access to institutionalize, mainstream customers implement membership management, member customers a full range of communication anytime, anywhere, organization events and activities rely on the "plot" and other means of communication to realize the depth of the brand with mainstream customer access; through standardized store displays and sales service to communicate face-to-face with the mainstream the customer and tributaries customer. By means of network technology, branding and product sales entities marketing are not independent of each other, but rather a complementary and mutually reinforcing marketing system. The article will optimize sportswear brand marketing to provide a theoretical basis and practical reference. The writer gave a systematic summary of the research and pointed out the limitation of research and the orientation of further research.