"Wade Way" Marketing Strategy Research

21st century China,the world sports world has never taken up the responsibility of developing the economy.Since the reform and opening up,China's sports industry has been booming,and it is rapidly evolving in the direction of socialization and industrialization.So far,the industrial status of China's sports has been initially established,and the sports industry is becoming a new growth point for China's national economy.As an important part of China's sports industry,China's sporting goods industry is showing attractive development prospects and great growth potential.With the development of the economy,the market economy has gradually shifted from a product economy to a brand economy,and brand awareness has increased.More and more enterprises have increased their investment in the intangible assets of the brand,established their own good brand image and corporate image,and formed a good memory in the hearts of consumers or directly caused consumers to purchase.Compared with NIKE's global $32 billion and the 12 billion euros that ADIDAS sells globally,Li Ning's gap is still very large.But just like the rise of China's home appliance industry(such as the global market share of Galanz microwave ovens reaches 60%),as long as Chinese sports brands only have to find the right direction,focus on brand building,develop correct marketing strategies,and build core competitiveness,there is also hope.Like the home appliance industry,in addition to building an advantage in China,it can also make a difference in the international arena and push the Chinese sports brand to the world.This article mainly through the "Wade Road" current situation and the business environment carries on the detailed analysis,in the management environment aspect mainly through to the internal environment analysis and the microcosmic environment analysis,In order to obtain a comprehensive understanding of the business environment of Wade Road.In this paper,we first analyze the market environment of "Wade's Road",and also make a detailed analysis of the advantages and disadvantages of the main competitors by using the Baud-five force model analysis method.Through the analysis to know the current brand form;Secondly,in the marketing strategy of Wade Road,4P and 4V marketing theory tools are fully used.In 4P marketing theory,the main focus is on the product strategy and price strategy of Wade Road.All-round analysis of channel strategy and promotion strategy,and analysis of the current 4p marketing theory to "Wade's way" brought market performance and the entire series.The effects that have taken place.In the aspect of 4V marketing theory analysis,this paper mainly tries the marketing strategy of "Wade's Road" in the aspects of differential marketing,functionalized marketing and added value.Then,on the basis of the analysis of the internal and external environment of the whole Wade Road,this paper probes into the shortcomings of the current marketing strategy of Wade Road in detail.Finally,combining with the market orientation and marketing target of Wade Road,and using the relevant marketing theory to carry on the detailed analysis,has put forward to the current market environment,"Wade Road" the marketing strategy optimization suggestion,"Wade Road" in the present market environment,"Wade's Road" the marketing strategy optimization suggestion has been put forward.