The Study On Enterpirse Marketing Status And Problems Of Domestic Sporting Goods

At present, a variety of domestic and international sports brand compete with eachother in the market of domestic sporting goods market. In the face of foreign brands, suchas Adidas and Nike, occupy a large proportion of the market strongly so that manydomestic brands can only survive in the cracks. From set up to now, on the way to imitateand surpass the Lining, Anta obtains the huge success in the fierce market, who hasbecome largest sporting goods brand expect Lining. The various ways of marketing hasbeen many enterprises imitating, further research and analysis of Anta’s marketing modelcan provide more direct experience for other domestic enterprises.This paper to the domestic sports goods company, especially Anta company’smarketing strategy as the object, using literature research method, questionnaire surveymethod, case analysis method, comparative research method and logical analysis methodof Anta’s marketing status and problems are analyzed comprehensively，we find that In theside of marketing, Anta adopted cultural marketing, integrated marketing actively, at thesame time, Anta expensed huge money at the signing of star endorsement contracts,sponsored various events, expanded the marketing channels to establish their ownproduction and marketing system. Although in the network marketing, Anta did not reachthe designated position, it had already started to explore their network marketing waypreliminarily. According to the marketing situation of Anta, the corresponding measuresare put forward from the aspects of brand marketing, channel marketing, culturalmarketing, service marketing and technological innovation.This paper is divided into six parts, according to the order is introduction, researchobject and research methods, research contents and results, conclusions andrecommendations, the main references and acknowledgements. The first part is the preface,who introduces the research background and the research significance. The second partintroduces the research object and research method. The third and the fourth parts are themain part of the thesis. The third part outlines the status of marketing of domestic sportinggoods enterprises and existing problems firstly, then, analyzes Anta company marketingactivities and compares the Anta with foreign famous sporting goods company–Nike, it ispointed out that domestic enterprises marketing should be the direction of our efforts. Thefourth part of the Anta company success and deficiencies are summarized, and putsforward some suggestions for the future of the domestic sports products marketing. Thefifth part is the main references, the sixth part is the words of thanks.