Research And Implementation Of Strategic Choice Of T Brand Company

Sports goods industry as the "eternal sunrise industry", since the beginning of reform and opening-up, with the improvement of people’s income level and universal awareness of physical exercise, local sporting goods industry is growing rapidly, resulting in a large number of local sporting goods industry "leader", such as Lining, Anta etc.. But under the new situation, the domestic sports goods industry encountered difficulties, growth slowed down, increasing competition, concentration is gradually increased, the development of "difficult", the industry bottleneck to crack.T sports Brand Company research, hereinafter referred to as "T", is from Jinjiang, a not well-known shoes factory developed local sporting goods industry "the bright younger generation". With the changes in the external environment and social consumption pattern adjustment trend, T and other local sporting goods brands as inevitably fall into the "weak" and "predicament". From the fundamental point of view, the core problem of restricting the development of local sports industry is marketing and product and so on a series of gap, and to develop accurate, reasonable, effective strategy is effective solution for these disparities. Therefore, the T company in order to consolidate the market position, enhance market share, realize the enterprise vision, it must be analyzed to sort out the existing strategy, find out the existing problems of further optimization.This article adopts the research method of combining theory with practice, analyzes the reality, focusing on the study of T company in marketing and product problems, and from the marketing strategy and product strategy of T company in the future strategy for the implementation of recommendations. This article carried out the following research work:Firstly, macro, industry through the T company faces and the internal situation, using the SWOT analysis of T company’s market environment, found that opportunity and challenge coexist, industry development space is enormous, but still has to overcome the short board, the author thinks that the T company should actively face the external pressure and internal challenges, reasonable selection strategy suitable for itself the development of.Secondly, according to Potter’s competition theory, using the Potter five competitive forces model to analyze the competitive environment of T company in the market, found that T company faces the same brand in the market competition in the field of sports products; in the fashion products by domestic and foreign leisure clothing product line extension brings many challenges consumers to shunt. In such a competitive environment, I think we should continue to deepen the "strategy of fashion movement" difference, product fashionable elements to better integrate into the core sports as the breakthrough point, the implementation of more flexible and effective marketing strategy, to find differences in the optimization direction, establish the enterprise core competitive power.Thirdly, the author through collecting the relevant public and internal data, using the STP analysis method the target market of T company again carding, positioning of the target consumer groups are summarized; at the same time, according to T company’s actual product data in the market’s performance through Boston matrix analysis compares the products, so as to explore the optimization direction of product strategy of T company.Finally, according to the strategic choice and optimization direction, relative suggestions the author puts forward strategic implementation plan and security strategy, in order to ensure the effective implementation of corporate strategy and the promotion of T.