abstract
Under the guidance of the national policy of paying more and more attention to the health of the whole people and accelerating the promotion of sports power, China's sports industry has embarked on the process of rapid development, with its scale constantly expanding, structure constantly improving and optimizing, and large-scale sports enterprises and internationally renowned brands increasing day by day. Sports industry is increasingly becoming an important force in the national economy. Through the investigation of QP Sports Development Co., Ltd., this paper analyzes its marketing level and marketing strategy, and puts forward some thoughts for promoting the faster and better construction of sporting goods market.
Keywords: sports industry, QP company, marketing
catalogue
Introduction? 1
1. 1 research background? 1
1.2 research methods and literature review? 1
Overview of the current situation of sporting goods industry and QP company? 2
2. 1 current situation of sports industry? 2
2.2 Problems and challenges faced by the sports industry? three
3.QP company marketing strategy optimization theory and design? four
3. 1 Overview of marketing concept? four
3.2 traditional ideas? five
3.3 marketing concept? six
3.4 Customer concept? six
3.5 Social marketing concept? seven
Has the marketing strategy optimization scheme of QP Company been implemented? seven
4. SWOT analysis of1qp company? eight
4. 1. 1 strength advantage? eight
4. 1.2 weaknesses? nine
4. 1.3 opportunity? nine
4. 1.4 threat? nine
4.2 QP Company's product strategy? nine
4.3 QP target market? 10
Five conclusions? 1 1
introduce
The research background of 1. 1
China people's awareness of sports concept is getting stronger and stronger, and slogans such as "All people participate in sports" are familiar. Health is the capital of revolution, so paying attention to physical and mental health and maintaining sports are the necessary material basis for the country's long-term prosperity and sustainable development. Sports industry covers both sporting goods and sports services, which has played a positive role in the economic development of contemporary China. In foreign countries, the sports industry has experienced a relatively long development and is a mature economic sector. Compared with this, China's sports industry has a short development history, relatively small market capacity, unbalanced industrial layout and obvious extensive growth characteristics. The marketing skills of the sports industry are still relatively primitive, and the level of professional marketers in the sporting goods market is still far from that of foreign countries.
Therefore, the author chooses QP Sports Development Co., Ltd. as the case study object. By reviewing the historical development course and various development strategies of QP company, using the basic knowledge and principles of relevant marketing, this paper analyzes the future strategic layout and obtains the basic characteristics of small and medium-sized sporting goods companies in China, so as to better understand the sporting goods industry and sports industry in China and make our own efforts to promote national sports education and sports popularization.
1.2 research methods and literature review
The research method of this paper mainly adopts case analysis to explain the positioning of QP Company in China, including enterprise scale, product characteristics, target market, etc. Explore the development strategy of QP Company, sort out the strategic layout of QP Company at different levels in the historical development process, and deeply discuss the positioning of QP Company's target market and target population. In the process of writing, the basic knowledge of marketing combined with analysis is marketing concept, which is analyzed from more philosophical and upstream academic concepts. Because it is a combing of a company with a history of 12 years, combining the key point of marketing concept can better reflect the essence of QP company's operation, so as to better see the future development expectation of QP company.
In the literature of domestic scholars specializing in the sporting goods market, most of them focus on enterprise brand, industrial chain operation, industrial cluster and so on. Founder (2008) pointed out that China's sports industry should be integrated into the international market, promote exports, reasonably import, stimulate benign interaction and competition between domestic and foreign markets, and stimulate industrial vitality. Liu Lili (20 10) observed the domestic sporting goods market, and found that relevant departments, especially testing departments and standardization departments, attached great importance to the standardization construction and safety testing of sporting goods, which provided long-term and sustained policy support and guarantee for the sporting goods industry. Ma Liang (20 15) used the methods of literature analysis and quantitative research to point out the problems of brand building, channel building and industry norm making in sports industry.
Overview of the current situation of sporting goods industry and QP company
2. 1 Status of sports industry
According to the data of the State Sports General Administration, the output value of China's sports industry reached 400 billion yuan in 20 14 and 470 billion yuan in 20 15, with an average annual growth rate of about 16% and an average proportion of GDP of about 0.64%.
Figure 1 Growth and growth rate of sports industry in China, data source: State Sports General Administration.
The industrial structure of sports industry can be roughly divided into sporting goods industry and sports service industry (such as leisure sports and stadium management). ), of which the sporting goods industry accounts for 79%. The sports industry has not yet formed a perfect extended value chain and a perfect industrial structure. Taking the sports industry structure in the United States as an example, there is still a lot of room for the optimization of the sports industry structure in China. At the moment of advocating national fitness and mass sports participation, the sports service industry is about to usher in an explosive growth period.
Figure 2 Comparison of sports industry structure between China and the United States, Source: State Sports General Administration
2.2 Problems and challenges faced by the sports industry
China's sporting goods industry has developed rapidly in recent years, competing with similar international enterprises on the same stage, which is not only influenced by various domestic markets and policies, but also impacted by the entry of international excellent brands into China. China's sporting goods industry market has several characteristics, which are roughly as follows: First, the intensive degree of the whole industry is still relatively low, the overall growth is extensive, the added value of products is low, the industrial chain is short, the industrial structure needs to be improved, and the dependence on labor factors is high; Second, with the improvement of urbanization and economic level in China, the input cost of labor force has also increased, and business competition has become increasingly fierce. Due to the obvious homogenization characteristics of sporting goods, the lack of diversified and rich sales channels, and the changes in the international environment, the prices of raw material suppliers of some sporting goods have changed, which has increased the threat to sporting goods enterprises and intensified competition; Third, the regional development is uneven, and the sporting goods industry is mainly concentrated in the first-and second-tier cities in the east, which is highly dependent on industrial resources.
A more detailed analysis and combing of sporting goods can be divided into sports equipment and sportswear (including sports shoes). Sports equipment products are relatively expensive, with relatively high added value and high technology content, and have developed rapidly in the sporting goods industry, but they lack well-known brands and strong marketing capabilities, and the market for high-end sports equipment products has yet to be developed. On the one hand, other sportswear also belongs to the clothing industry. Compared with ordinary clothing, sportswear has more special requirements, such as fabric, heat dissipation and ventilation, fun running reflection, elasticity and so on. The high-performance and cost-effective sportswear market is still monopolized by internationally renowned brands, and the low-end market is occupied by state-owned brands, such as Anta, 36 1 and Li Ning.
Since the reform and opening up, the sporting goods industry has been promoted by many factors such as the support of national policies. Under the influence of a series of major international sports events such as Olympic Games, Guangzhou Asian Games and Winter Olympics, the sporting goods industry has developed rapidly. Many enterprises begin to attach importance to brand building, marketing promotion and cultural public relations, carry out marketing scientifically, actively carry out product research and development, increase the added value of products, increase the proportion of capital elements and technical elements, and develop into innovative sports industry groups. At the same time, on the historical basis of the labor force, combined with the location advantages of various regions, different industrial clusters have been formed according to local conditions, namely the sportswear industrial clusters in Fujian and Guangdong coastal areas. Although there is a problem of unbalanced regional development, on the other hand, it is conducive to promoting the specialization, high quality and intensification of the industry and promoting the extension of the industrial chain.
Although the scale of China's sporting goods industry is large, due to the limitation of development concept, the marketing concept is backward and does not keep pace with the times. This has led to a large number of small and medium-sized sporting goods enterprises, especially regional small enterprises, lacking market vision, blindly following the trend, imitating international famous brands or domestic famous brands in various blind ways, and seizing market share by bluffing low-end prices and low-end quality, which further hindered the development speed and development of the sporting goods industry market.
First of all, the marketing system of sporting goods industry is not perfect and the industry standards are not uniform. The development history of China's sporting goods market obviously started late and the development history is short, which leads to the lack of in-depth understanding of how to accurately sell their own products, the lack of experience in establishing an effective marketing system and brand awareness, and the failure to effectively integrate resources and channels from all parties.
Secondly, there is a lack of marketing talents for sporting goods. On the one hand, sporting goods marketing talents need to be familiar with sporting goods, on the other hand, they need to master and control the domestic and foreign markets. Due to the serious product characteristics and homogenization of the sporting goods market, marketers are required to have more superb technology in the marketing process to improve brand awareness. In the marketing process, we should actively adjust the marketing plan and scheme, and actively investigate the overall market situation and competitor analysis. With the continuous improvement of China people's consumption level, the consumption expenditure on leisure and entertainment will continue to rise, and they will seek various leisure sports services. Therefore, it is more necessary for sporting goods marketers to be familiar with the industrial development trend and take the initiative to move closer to the general direction of industrial structure optimization and adjustment, so that sporting goods and sports services can develop in parallel.
Thirdly, most sporting goods enterprises are small in scale, with low technical level and low added value, making profits in Weibo, which leads to the overall business strength and level stagnating or slowly advancing. These small and medium-sized enterprises lack the ability of market development, all-round marketing and channel expansion. , is necessary for industrial development and growth, and cannot form the effective advantage of latecomers. It is more difficult to gain market share, and it is impossible to effectively obtain stable consumer groups in a short time.
Finally, the sporting goods industry has a single marketing method, and the most common way is celebrity endorsement advertising. It will promote the product image through the image of the star and attract consumers' attention to the product by using the star effect, which will have advertising effect to a certain extent. But it is very important for choosing stars. Generally speaking, sports stars should be selected for star advertisements in the sporting goods market. However, there is no substantial connection between the stars selected by general sporting goods enterprises and their products, but they only reflect the same star effect, without the connotation of sporting goods marketing, which is not conducive to achieving the actual advertising effect.
3.QP company marketing strategy optimization theory and design.
3. 1 Overview of marketing concepts
The key of marketing lies in the process of constantly creating value for enterprises and effectively balancing the supply and demand relationship between consumers and producers. The core is to constantly create value, which is a dynamic development process. More generally speaking, marketing is a compromise between the price acceptable to consumers and the profit acceptable to enterprises.
What kind of marketing idea is there, what kind of marketing practice is there, and specific marketing behavior must conform to certain marketing ideas. The historical evolution of marketing concept is worth studying, because it helps us to control the marketing plan, carry out effective, efficient and accurate marketing, enhance the comprehensive strength of enterprises, and spread corporate culture and image. Since the mid-1950s, the concept of marketing has changed from a seller's market in short supply to a buyer's market in short supply. People's consumption ability has been greatly improved, and their preferences and choices for goods are more diverse, which has brought great pressure to the competition of enterprises. Enterprises must fully mobilize their wisdom and meet the needs of consumers in order to survive successfully. The essence of marketing concept is to determine the real needs of target consumers and supply goods more effectively, efficiently and accurately than competitors.
Therefore, taking the 1950s as the dividing point, marketing concepts can be divided into traditional concepts and modern concepts, and modern concepts include marketing concepts, customer concepts and social marketing concepts. The concept of social marketing, which appeared in the late 1990s, promoted the historic innovation of marketing.
Figure 3 Marketing model
3.2 Traditional ideas
Traditional concepts are also divided into: production concept, product concept and marketing concept. The concept of production holds that enterprises should improve production capacity, expand production efficiency, continuously reduce costs, and meet consumers' expectations at a suitable low price, that is, expand production; The product concept has changed from production efficiency to product emphasis, and it is believed that enterprises should strive to create differentiated products, improve product value, build product core competitiveness and promote product sales; The concept of promotion is close to modern marketing, but the concept of promotion and price war is strong, focusing on stimulating consumers' desire for consumption, which is easy to lead to bad competition and even fraud, which is unfavorable to enterprises, markets and consumers in the long run.
3.3 Marketing concept
Marketing concept is a popular concept at present, which is more in line with the modern actual situation. The marketing concept emphasizes the determination of the real needs of target consumers, and the premise of accurate marketing is to determine the real and urgent needs of target consumers. Then enterprises should make a trade-off between high profit and getting more consumers, that is, transfer the value of consumers and transfer part of the value of profits to consumers, thus promoting consumers' purchase and generating more consumer surplus. The total value of consumers refers to a series of values such as service, related products and emotional pleasure. What consumers get when they buy products. Consumer cost refers to the cost that consumers have to pay while obtaining the above value, such as labor cost, time cost and monetary cost. The value delivered by enterprises is actually the difference between the total value of consumers and the total cost of consumers, or from the perspective of economics, it is the intersection of consumer surplus curve and producer surplus curve. Marketing concept requires enterprises to control this difference.
Figure 5 Marketing Plan Content
3.4 Customer concept
The concept of customer goes further than the concept of marketing, and emphasizes on determining the ultimate demand of consumers. Therefore, the consumer is the client of the customer, and the customer shows a more respectful tone and attitude, similar to the saying that "the customer is God". Customer view focuses on collecting customer transaction data and analyzing the data. In today's developed network, it is more effective to analyze big data for customers. These big data include customers' search habits, transaction information, consumption preferences and so on. Through analysis, the final value of customers can be obtained. The ultimate value of customers can enable enterprise marketers to conduct targeted marketing for each category or even each customer, use different marketing skills and means for different customers, continuously improve customer loyalty, promote customers' repeated consumption, and improve the position of enterprises in customers' hearts. Therefore, if the marketing concept focuses on the balance between supply and demand in the target market segment, then the customer concept is to establish the final value for the target end customers and take customers as the starting point.
Figure 4 Comparison of three marketing concepts
3.5 Social Marketing Concept
The concept of social marketing appeared in 1990s, and it is a broader and more scientific concept, which was put forward by famous marketing scientists Gaulard de Sattmann and philip kotler. The concept of social marketing not only stays at the level of economics and management, but also applies to other fields, such as national policy, industry association system, NGO management and operation, product specifications and so on. The focus of social marketing lies in the word "society", which refers to the use of commercial means to raise corporate culture to the universal concept of society, so that enterprises and products have full social value, or to carry out social welfare project operation of commercial marketing activities on the premise of universal social value. Social marketing involves the long-term interests of enterprises, society and consumers.
Implementation of QP Company's Marketing Strategy Optimization Scheme
QP Company is a sporting goods enterprise integrating sports consultation, cultural and artistic exchange activities planning, nutrition and health consultation services, fitness services, public relations activities planning, business information consultation, sporting goods and cultural office supplies sales. Its products are mainly sports goods such as fitness and ball games. Taking the cultural theme of "enjoying a happy life" as a product, we are committed to creating a sports concept of blending sports culture and life, and focusing on developing online interactive fitness products in combination with the current situation of contemporary young people. QP Company is still a small and medium-sized enterprise, which has been operating hard for 12 years. The mode of production is mainly outsourcing processing, and most of the employees are senior managers. The company's full-time technical personnel account for about 65,438+08%. Through the network operation, we can build a brand, promote the company's sports concept, shape our own image and take the road of branding.
4. SWOT analysis of1qp company
SWOT analysis is a comprehensive analysis tool with four dimensions, which is widely used in marketing, enterprise management, psychological personality testing and other fields. SWOT includes four dimensions: strengths, weaknesses, opportunities and threats. The SWOT analysis of an enterprise is mainly based on its own competition level or the core competitiveness of its products in the market, and combined with external factors to conduct an all-round analysis of internal and external integration to effectively position the market. Here, the SWOT analysis of QP company is carried out. QP Company is in a complicated sporting goods market. In order to survive, it must always be vigilant and constantly improve and improve itself.
4. 1. 1 strength advantage
With the continuous improvement of people's economic income and consumption level, great changes have taken place in people's leisure and entertainment methods. Under the background of great progress in national sports construction, QP Company was established, from a small scale of several people to a scale of nearly 1500 people. With the development of the times, QP Company is more adaptable to the market, more flexible in management and more efficient in operation, and has accumulated more talent teams, becoming a comprehensive and diversified product line company. In 20 12, the company realized the transformation from the production concept of customer concept to the marketing concept, started the network project, strengthened the construction of internet fitness community, paid more attention to the injection of corporate culture of "enjoying a happy life" in the development of physical products, vigorously promoted the spread of corporate sports concept and culture in the marketing model, and carried out effective consumer interaction under the conditions of multimedia era to realize the strategic development of the company.
QP Company's early target market is located in Shanghai, relying on the rich resources and superior geographical location of the Yangtze River Delta, and going deep into the inland hinterland market, so it has achieved effective and rapid development in the early stage of enterprise development. With the Shanghai municipal government's emphasis on group sports and events, it emphasizes national fitness and builds a healthy Shanghai; At the same time, the development of Shanghai Sai and other cities in the Yangtze River Delta has also brought rich development potential for QP Company. In the future, this advantage will remain strong. As the city with the highest level of economic development in China, Shanghai has perfect sports facilities, strong residents' sports awareness, and the time and consumption of leisure sports and entertainment are rising.
4. 1.2 weaknesses and disadvantages
Because the sports industry has an increasing influence on the national economy, especially under the guidance of the idea that a strong country is a strong country, having a good body is the capital of the revolutionary struggle. Referring to some western developed countries, especially the welfare countries in northern Europe, the sports industry structure is very sound, and even some basic small towns have the atmosphere of national sports. The thinking of "going to exercise on weekends" is still the thinking of a certain number of people in big cities in China, and it has not formed a very common concept of exercise and fitness. Therefore, looking at the historical development process of China's sports industry and comparing the situation abroad, it can be proved that China's sports industry still has sufficient development prospects. Therefore, sporting goods enterprises must do a good job in marketing and develop with the advantage of backwardness. Although QP Company has developed rapidly and the employee growth rate is very high, its development starts slowly, its market share is not obvious, and its dependence on regional economy and policies is still relatively large. The third-and fourth-tier cities have not been fully covered, and the target consumers still have room for expansion.
4. 1.3 opportunity
Next year, in 2020, China will build a well-off society in an all-round way, which is very exciting and encouraging for the people. By the time a well-off society is built in an all-round way, it is also the time to adjust and change the consumption structure of social residents. The proportion of people's consumption of material materials will decrease, and the proportion of developing and enjoying materials will gradually increase, which will rapidly improve the service industry closely related to people's health. Sports industry belongs to the big category of service industry, and leisure sports and entertainment consumption is developmental consumption, which pursues physical and mental pleasure, good health and stronger physique. Therefore, for QP company, there are many opportunities from the demand of the big environment, which means QP company should seize the pulse of the times and actively seize the opportunities.
4. 1.4 threats
If there is an opportunity, there will be threats. In the face of great interests at the national level, QP also faces fierce threats from competitors and many latecomers. In the historical process of China's market economy development, the market competition system has been continuously improved, but there are still many irregularities in the sporting goods industry, such as raw material quality, brand theft and unfair competition. QP Company suffered a lot at the beginning of its business, but then actively summed up experience, adjusted product ideas, established its own brand awareness and image, strictly controlled product quality, and never deceived consumers, so it achieved rapid development. Under the above background, poor competitors affect the benign development of the market, and strong competitors compete fiercely with themselves, which is the competitor threat that QP Company should fully face.
4.2 QP Company Product Strategy
Product is the core key of enterprise management, and how to create first-class products in the market is the key factor for the long-term development of enterprises. Product strategy is an important part of 4P marketing mix and the basis of the other three elements. The connection between enterprises and markets and between enterprises and consumers is realized through products. QP company's core product series is the network interactive fitness product, which combines online and offline, and pays attention to online community construction, offline physical fitness training courses, group sports, fitness making friends and so on. The development of this product is divided into several stages: the first stage is the initial bottom product, aiming at the community construction of specific segments of people, such as fitness coaches, professional athletes, school physical education teachers and so on. During this period, the marketing direction is more specific, and the positioning of which kind of consumers is more clear. However, there is a minority problem, and the market capacity is too small to open up and further expand the market, because the number of these more professional athletes is still relatively small, and the increment is very small. The second stage will further improve the applicable groups of products, such as sports enthusiasts, young people and weekend white-collar workers. During this period, the market capacity has been greatly improved, and the product reputation has also been greatly improved. This period is also the rapid rise of QP company, which has accumulated enough target users with high loyalty and is the stage of fully implementing the concept of customer marketing. The third stage is the beginning stage, which pays more attention to the segmentation of different users, including children, the elderly, professionals, amateurs and so on. At the same time, it also distinguishes different sports and different sports intensity lists, and the target is more accurate. At the same time, we advocate "enjoying a happy life", sponsor social welfare activities, promote the spread of corporate culture, and conduct marketing in the form of social marketing.
4.3 QP company target market
What kind of products are subdivided, there will be what kind of market segments, and at the same time, we must fully explore the relevant markets and the national market. Based on the soil of Shanghai's economic environment, QP Company actively explored the national market, especially the potential market of third-and fourth-tier cities, on the basis of optimizing the product structure and focusing on building core products on 20 18. According to the data of the State Sports General Administration, the GDP contributed by the sporting goods industry is 0.28%, and this 0.28% is mainly concentrated in first-tier cities such as Shanghai, Beijing, Guangdong and Zhejiang. The sporting goods market in third-and fourth-tier cities is almost primitive and underdeveloped. Therefore, on 20 18, QP Company set out to lay out these markets and select products suitable for these markets.
Subdivision variable
segment market
Local regional characteristics
first-tier city
Third and fourth tier cities
Other cities
Characteristics of purchasing behavior
Professional sports
fitness
Field activities
leisure sport
Age division
6- 12 children
13- 18 juvenile
18-45 Youth
Over 45 years old
income level
high income
Middle-income
low income
Table 1 QP Company's Market Segmentation Strategy Source: QP Company's 2020 Development Report.
QP Company formulates and applies strategies such as price discrimination and product differentiation on the basis of market segmentation in order to gain better market share and quickly occupy the share of third-and fourth-tier cities. According to the development report of QP Company, the focus of the future target market is the third-and fourth-tier cities.
Five conclusions
This paper systematically expounds the background of QP company, analyzes its marketing strategy, makes a detailed SWOT analysis of QP company, and systematically combs its product strategy and target market strategy. In the process of writing, use the concept of marketing to explain. In the fierce market competition, we should make full use of new thinking, systematically build a marketing system, vigorously cultivate marketing talents, do a good job in products, locate the target market, innovate marketing channels and marketing wisdom, continuously accumulate and enrich marketing experience, and combine network information technology to realize marketing modernization. Only in this way can we seize the opportunity in the new era, continue to develop and advance, and achieve more brilliant development results.
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