Market Research Of M Company About Female Cyclists In Cycling Market

In recent years,with the rapid development of social economy,more and more people are focusing on the green and healthy life mode!Chinese cycling apparel market is rising rapidly but there si still a huge space for growth compared with developed countries.As a professional local cycling apparel manufacturing enterprise,M company has encountered the development problems such as slow sales growth,low brand awareness and incomplete channels.Why did M company,which has so many advantages in selling products,gradually lose its competitive edge in the market competition and fail to gain its due market share?In this paper,the application of marketing related theory and reference to the related literature at home and abroad research results.First of all,through qualitative analysis,literature research,investigation method,interview method and other methods of M company's marketing present situation and the causes of the status quo for analysis.Second,a new marketing strategy was designed for M company:market segmentation was carried out from the two dimensions of occupation and cycling purpose.The target market was selected as the market segment for leisure riding behavior composed of retired aunts and the market segment for fitness composed of urban white-collar workers.Among them,market segment 1 is positioned as safe,healthy and practical,while market segment 2 is positioned as confident,beautiful and slim,so as to help target market and product become more professional,marketing measurable and controllable,and conduct differentiated positioning and personalized services according to the potential target consumer market.Finally,based on the marketing strategy,this paper developed marketing mix strategies to enhance the market competitiveness of M company based on the product,price,channel and promotion of two different market segments.M marketing strategy research in this paper,not only help the enterprise to rediscover the advantage of competition in the market,gradually improve enterprise competitiveness,to further expand the market share,market development provides a good guarantee for it.At the same time,this paper results also for other small and medium-sized enterprises in the industry to carry out marketing activities to provide the reference and reference.