Improving Research Of Marketing Strategy Of SCN Sports Company Jogging Shoes In Chinese Market

With China’s accession to the WTO, the constant development of economy people purchasing power increasing, more and more foreign enterprises come into China, hope to gain great profit from the world’s largest consumer market. The product performance of these enterprises outstanding, the development of design fashion, the quality excellent, after-sales service in place, however, they are just unable to fully open the Chinese market. Therefore, from this thesis you can find that in today’s Chinese market it can not be invincible only to rely on high-end products and services, it is necessary to understand China’s national conditions and the difference between Chinese and Western culture, and the difference of people living consumption habits, and consequently to have the effective market research, market subdivision, and accurate product positioning to lay a solid and effective foundation for the enterprises’subsequent better strategic planning, brand construction, and marketing. This paper first gives a detailed and accurate analysis on the SCN company’s internal and external environment, and then the SCN domestic marketing situation is reviewed in this paper, the modern marketing theory, and the STP theory are taken as the theoretical foundation; Potter five-force model, SWOT model and etc. are taken as a technical means, analyzes the marketing difficulties that SCN company meets in China, so as to find the specific reason, and proposes the corresponding adjustment strategy and marketing plan, to find the right product sales space, and to seek to profit maximization.This paper will have certain reference and help for those foreign companies who are watching the Chinese market or planning to enter the Chinese market and standing the edge of China market, from this paper they can timely discover and modify the same mistakes committed by them and SCN Company in China.