Research On Marketing Strategy Optimization Of QX Sports Equipment Co., Ltd

The sports industry is a sunrise industry in the21st century, is the green low-carbon environmental protection industry, no pollution, high value-added, high growth, has now become an important part of the national economy. The rapid development of the sports industry, making the competition between sporting goods manufacturers increasingly fierce, sporting goods manufacturers how to develop appropriate marketing strategies according to their own competitive environment, for the corresponding products in the domestic market, to find the appropriate industry a good time for their survival and development, to expand their market, increase product sales, a problem many small sporting goods manufacturing companies facing. This thesis, by referring to the real experience of QX Sports Equipment Co., Ltd.(hereinafter referred to as "QX Company"), tries to find its marketing problems and selectively optimize its marketing strategy by analyzing its marketing status and internal or external environment, and in the end offers supporting measures for the optimization.This thesis consists of six parts. Part Ⅰ:Preface, which provides relevant background, purpose, research methods and ideas, and innovations; Part Ⅱ:Overview of relevant theory; Part Ⅲ:Introduction to QX Company, giving analysis on its internal environment and marketing status; Part Ⅳ:based on market segmentation and market positioning, the Company’s marketing strategy is optimized for its target markets; Part Ⅴ:to ensure the implementation of the marketing strategy, some supporting measures are offered, including corporate culture and management system that are matching with its marketing strategy.The innovation of this paper lies in its focus on the sport-goods manufacturing sector on current boom and the small-medium manufacturers in development plight. Based on the real market environment and on QX Company’s reality, this paper provides scientific, sustainable strategies for its marketing by referring to relevant theories. Owing to limitations and inadequacies in the analyses herein, more scholars are expected to take more in-depth researches on the marketing strategies of this field.