A Research On Marketing Strategy Of A Athletic Shoe Company

Athletic shoe industry in China gradually recovers after the downturn of 2012 and 2013.It also faces increasing competition and differentiation of enterprise management.At the same time,the rise of new retail and the trend of costumer-friendly make the industry face some new development trends.In this background,how to gain a foothold in the increasingly fierce market competition and have an healthy growth for the third echelon shoes company,except the domestic well-known brands of first echelon international brands like Adidas,Nike and second echelon like LiNing,Anta,Peak,is one of the important proposition to ponder.This paper takes A athletic shoe company as the research object,on the basis of carding enterprise marketing theory,it uses PEST analysis and porter five analysis model to analyze the external environment of company such as macro environment,industry environment and competition environment.And it is combined with internal environment such as the company’s products,customers,marketing situation to study the advantages and disadvantages and the marketing strategy.The main conclusions of this paper is as follows.First,the development potential of athletic shoe industry is huge.The market gradually changes from a peripheral to a more broad consumer groups of three or four line.More and more people enjoy high quality but low price products.At the same time,new retail and other new models emerged.Second,A athletic shoe company has the advantages of creating hot style,high cost performance and high quality supply chain,but it also faces difficulties such as relatively single product,shrinking offline channels and shrinking profits.Third,the company hopes to become a online collaborative athletic shoe company assembling brand,style,populist.It carries out the marketing strategy from product,channel,price,promotion,supply chain and so on.This study has certain practical significance for the future development of A athletic shoe company and the similar third echelon athletic shoe company.