Research On Marketing Strategy For Hongxing Erke

In recent years,the General Administration of Sport and several ministries and commissions have issued a clear document supporting the high-quality development of sports in our country.People’s Daily has repeatedly commented on and encouraged national brands and the phenomenon of "national fever".The public is increasingly concerned about green life and health.These provide a good market environment for the rapid development and expansion of sports brands,and also make the sports shoes and apparel market increasingly competitive.Therefore,if you want to compete in the crowd of sports brands,the key measure is to develop an effective marketing strategy in line with the brand positioning and focus on the diverse needs of consumers.Hongxing Erke as a typical representative of the national sports brand,corporate revenue and profitability in recent years have shown a downward trend.the development momentum is hampered.In 2021,Hongxing Erke became the focus of public attention for its low-profile donation in Zhengzhou,Henan Province,during the extraordinary rainstorm.But the incidental "fire" event can not be the virtue of Hongxing Erke out of trouble.So Hongxing Erke should pay attention to some misunderstandings of its marketing strategy.It optimizes on top of the existing marketing strategy,explores market segments and reshapes the core competitiveness of the brand in order to cope with the current situation of fierce competition in the sports shoes and apparel market.This thesis analyzes the marketing strategy of Hongxing Erke from the perspective of a combination of external and internal factors.This thesis is based on SWOT analysis to discuss the strengths,weaknesses,market opportunities and threats to the marketing strategy of Hongxing Erke.This thesis uses Porter’s five forces analysis model to describe the industry environment and market competition pattern in which Hongxing Erke is located.This thesis focuses on the internal organizational structure,product strategy and external competitors’ strength and marketing layout of Hongxing Erke.This creates a comprehensive and systematic understanding of the current state of marketing in Hongxing Erke.Secondly,the questionnaire survey method,literature analysis method and comparative research method are used to analyze and summarize the problems of Hongxing Erke’s marketing strategy.Then,based on STP marketing theory,the target market and market selection of Hongxing Erke are clarified.Finally,through the 4P marketing theory,the corresponding marketing strategy optimization measures are proposed,including four levels of attention to consumer demand,positioning quality at low prices,building multiple channels,and strengthening brand building.These give Hongxing Erke out of the development dilemma to provide some ideas.Other national brands marketing strategies have problems in common with Hongxing Erke.Some of the solutions proposed in this thesis are also applicable to other national brands.I hope it can provide reference and reference for the development of China’s "national trend market".This helps to build the national brand and improve the core competitiveness of the national brand.