Bmarketing Strategies Research Of Converse Sports Goods Company

Sports goods trade are an essential part in national economic system, the sports goods develop one of the very fast, more active goods in the international trade activity at present, as China joins WTO, market economy mode take place basic change already, sports goods market also became from the single brand, the seller’s market transform into many brands, buyer’s market, the market competition is fierce day by day. With the improving constantly of the living standards of the people, people and pay attention to lifestyle healthily more and more, and sports goods market is increasing fast continuously. With consumer matured day by day and [the regulations of nationwide fitness programs] carried into effect by the State Council on October1of2009, the sports goods market has its golden opportunity of development. how use scientific marketing theory as guidance in such an opportunity, focus on the current environment of local and international markets, draw a suitable distinctive marketing strategy for the market of Chinese sports goods, it is core studied by this text.This text regards plimsoll products of Converse sports goods company as the research object and research contents, as the theoretical foundation by analysis of consumer behaviour, Potter’s five kinds of competitiveness, STP theory and marketing strategy theory, through analysis of the company products at the present internal and outside environment, study subdividing the market of the products, choose the market of goal, confirm the market orientation of the company products. Describe Converse sports goods plimsolls marketing strategy association of product from products strategy, price strategy, distribute strategy and promotion strategy, give the suggestion of implementing to guarantee the execution of the marketing strategy.At present, the research material about analysis and management of sports goods market is not too much; the research of this thesis has certain value to Converse sports goods plimsolls products in the future,, and have value for reference to other sports goods company making their marketing strategy.