Research On Marketing Strategy Of "PEAK-TAICHI" Sport Shoes

In recent years,the development of sports industry in China is very rapid,which leads to the fierce competition among domestic sports brands.Sports shoes products are the main products of sports brands,so how to make innovations in sports shoes products to better occupy the consumer market has become the main goal of the development of domestic sports brands.PEAK company,founded in 1989,is a domestic sports brand with a history of30 years.Although it is an old brand enterprise,but in today's extremely fierce market competition,it also needs to seek breakthrough under the strong occupation of foreign brands and the competition of many new domestic brands.Therefore,PEAK launched a brand-new independent innovation technology sports shoes product——“PEAK-TAICHI” sports shoes,in December 2018.Although “PEAK-TAICHI” sports shoes have gained good reputation and good sales volume after being launched,there are also some unavoidable problems in the marketing process,such as vague target market positioning,product appearance design to be improved,which may directly affect the development of this series of shoes and lead to the loss of PEAK brand in operation.In this context,how to improve the marketing strategy to solve the shortcomings of the current product marketing,so that the “PEAK-TAICHI” sports shoes products have a better development prospects,is the main problem PEAK company is facing.Through the research on the marketing strategy of “PEAK-TAICHI” sports shoes,it has a profound significance to improve the product quality and sales volume of PEAK company and other domestic brands.First of all,this paper analyzes the market environment of “PEAK-TAICHI” sports shoes,analyzes and summarizes its macro marketing environment through pest theory,and analyzes the current brand situation of PEAK with Porter's five forces model;secondly,combining 4P marketing theory and the current marketing situation of the product,from four aspects of “PEAK-TAICHI” sports shoes product,price,channel and promotion from the aspect of all-round analysis,it is found that the current products are faced with the problems of vague target market positioning,appearance design to be improved,price and brand imagemismatch,single distribution channel,and incomplete promotion means.Finally,combined with the current market positioning and development objectives of “PEAK-TAICHI” sports shoes products,from market positioning and products,price,channels,promotion and other aspects At the same time,it puts forward corresponding marketing strategy suggestions and makes corresponding safeguard measures.The research on the marketing strategy of “PEAK-TAICHI” sports shoes can not only solve the problems faced by PEAK company in the marketing of this product,make PEAK company more competitive in the highly competitive sports shoes market,but also provide valuable experience and practical reference for the promotion and marketing of other domestic sports brand sports shoes.