Study On The Marketing Strategy Optimization Of ANTA Brand Products In Loudi

With the development of social economy and consumer level, people have higher pursuit ofhealth and lifestyle, sports goods demand increases day by day, the sports brand products have become the common people of sports and leisure equipment at. From 2001 to 2010,appeared a spurt of development of China’s sports brands, industry development "Huang Jinshi". But with Adidas, Nike and other international brands and domestic brands in thechannel sink competition, sports brand products in the market environment has become complex and grim, China sporting goods industry sales model has undergone great changes. In order to better adapt to the changing market environment, enhance the market competitiveness of Loudi Anta brand, marketing strategy formulation is reasonable.This paper takes Loudi Anta brand marketing strategy as the research object,Through themethod of investigation and research of Loudi Anta brand background,inventory and sales condition,profit ability and human resource status of the investigation, using the PEST 、 SWOT analysismethod and case analysis has carried on the analysis to the Loudi Anta brand marketing environment, the study found that the presence of target localization is fuzzy the marketing channel is too narrow, single means of promotion, the problem of the marketing, the main cause of problems: store management is not perfect, the industry competitive environment,employee innovation consciousness, the marketing environment changes too fast.According to the Loudi Anta problems and the cause of the problem, put forward the optimization scheme of the marketing strategy for the. Proposal Loudi market should be to improve customer satisfaction, customer loyalty and create long-term increase in market share as the goal, to minimize cost, encourage innovation, mutual benefit and win-winprinciple, to Loudi Anta marketing strategy optimization, the following specific optimization scheme according to the consumer age and income, clear market positioning target, with abundantmeans of promotion, membership points system with the help of the Internet platform toexpand marketing channels, form a win-win business alliance. Finally the concrete optimization scheme, puts forward the corresponding security measures, security, materialsecurity and personnel security organization.Study on the long-term development of Loudi based on the Anta, designed tomeet thecustomers different requirements of each store, to improve the competitive ability of LoudiAnta.