Investigation and analysis of Anta’s product marketing strategy
Chen, Jinyu (2021)
Chen, Jinyu
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021120623932
https://urn.fi/URN:NBN:fi:amk-2021120623932
Tiivistelmä
The purpose of this study is to analyze Anta Sports Goods Company (hereafter Anta) existing marketing strategies based on consumer survey research, which mainly include; product strategy, price strategy, distribution strategy, promotion strategy, public relations strategy, and brand strategy. Can a good marketing strategy promote the rap9id development of an enterprise? At the same time, with the help of SWOT to analyze the impact of Anta's marketing strategy and compare Nike's 4p marketing strategy, find out the problems of Anta's marketing strategy and make relevant suggestions.
The significances of this study are: firstly, to analyse Anta's current development in the market using relevant theories and research tools, and to provide a theoretical basis for optimizing Anta's brand marketing strategy. Secondly, it provides a reference for the marketing development of other sporting goods companies in China. Thirdly, it enriches the research on sports brand marketing strategy in China academia.
The research methods used in this study are: literature, case study, online anonymous questionnaire, comparative study, and SWOT analysis method. This study firstly provides a theoretical basis for the study based on the concepts of marketing, marketing strategy and SWOT. Secondly, the marketing environment of Anta is analysed and the possible influence of macro environment on Anta is discussed. Thirdly, the feasibility and marketing purpose of Anta's existing marketing strategies are analysed through consumer survey research, and compare and study the marketing strategy of competitor Nike. Finally, SWOT analysis of Anta's marketing is conducted.
From the consumer survey, as well as the analysis of Anta's marketing strategy and the benefit returns obtained after implementing the strategy, the research results show that a good marketing strategy can promote the rapid development of the company. Firstly, from the consumer survey, Anta's overall marketing strategy is basically in line with the purchasing power of Chinese consumers. Secondly, the analysis of Anta's marketing environment reveals that China has introduced more preferential policies for the sports industry and the Beijing Winter Olympics Games, which provides opportunities for Anta's marketing promotion. However, the fierce competition in the sporting goods market and the serious homogenization of products will pose a greater challenge to Anta. Thirdly, Anta's marketing strategy is mainly based on product, price, promotion, distribution, public relations, and branding strategies to achieve rapid revenue growth. Finally, through the above analysis, it is concluded that there are three reasons for Anta's marketing purpose: 1, to establish brand image and brand awareness. 2, to improve consumers' brand loyalty. 3, to gain market share and maximize profit.
In response to the problems of Anta, the several suggestions are as follows: firstly, increasing the investment into female market; then, strengthening the investment in technology research and development; furthermore, increasing the investment in social media; lastly, strengthening the use of sports resources.
The significances of this study are: firstly, to analyse Anta's current development in the market using relevant theories and research tools, and to provide a theoretical basis for optimizing Anta's brand marketing strategy. Secondly, it provides a reference for the marketing development of other sporting goods companies in China. Thirdly, it enriches the research on sports brand marketing strategy in China academia.
The research methods used in this study are: literature, case study, online anonymous questionnaire, comparative study, and SWOT analysis method. This study firstly provides a theoretical basis for the study based on the concepts of marketing, marketing strategy and SWOT. Secondly, the marketing environment of Anta is analysed and the possible influence of macro environment on Anta is discussed. Thirdly, the feasibility and marketing purpose of Anta's existing marketing strategies are analysed through consumer survey research, and compare and study the marketing strategy of competitor Nike. Finally, SWOT analysis of Anta's marketing is conducted.
From the consumer survey, as well as the analysis of Anta's marketing strategy and the benefit returns obtained after implementing the strategy, the research results show that a good marketing strategy can promote the rapid development of the company. Firstly, from the consumer survey, Anta's overall marketing strategy is basically in line with the purchasing power of Chinese consumers. Secondly, the analysis of Anta's marketing environment reveals that China has introduced more preferential policies for the sports industry and the Beijing Winter Olympics Games, which provides opportunities for Anta's marketing promotion. However, the fierce competition in the sporting goods market and the serious homogenization of products will pose a greater challenge to Anta. Thirdly, Anta's marketing strategy is mainly based on product, price, promotion, distribution, public relations, and branding strategies to achieve rapid revenue growth. Finally, through the above analysis, it is concluded that there are three reasons for Anta's marketing purpose: 1, to establish brand image and brand awareness. 2, to improve consumers' brand loyalty. 3, to gain market share and maximize profit.
In response to the problems of Anta, the several suggestions are as follows: firstly, increasing the investment into female market; then, strengthening the investment in technology research and development; furthermore, increasing the investment in social media; lastly, strengthening the use of sports resources.