Model essay on sports shoes marketing planning 1 1. The purpose of network marketing
According to the market characteristics, plan a set of network marketing scheme.
Enterprises need to adjust their network marketing strategies accordingly and reform their business direction.
When the market situation changes, make an online marketing plan to adapt to the changed market.
When launching a new product, design an exclusive network marketing plan for the product.
Second, the analysis of the network marketing environment
Analysis of external environment of industry
Analysis of Political Environment and Economic Environment
Industry internal environment analysis
Consumer demand analysis, web page analysis
Third, the goal of network marketing
In the process of implementing the network marketing plan, the economic benefit goal has been achieved: the total sales volume is? Ten thousand dollars, estimated gross profit? Ten thousand yuan, market share.
Four. Specific network marketing plan A specific network marketing plan includes the following contents:
1, web analytics, mainly including: website traffic analysis, website page analysis, website application technology and design analysis, network marketing basic analysis, website operation analysis, etc.
2. Website optimization, mainly including website structure optimization, webpage label optimization, webpage weight reduction and compression, hyperlink optimization and page content optimization.
3. Website promotion, mainly including: search engine ranking, related link exchange, and online advertising.
How to advertise verbs (short for verb)
1) principle:
(1) Obey the company's overall marketing strategy, establish the product image, and pay attention to establish the company image at the same time.
(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.
③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.
(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.
2) The implementation steps can be as follows:
(1) product image advertising in the early planning period.
(2) After the sale, put the agent's advertisement in time.
(3) put promotional advertisements before holidays and major events.
④ Seize the opportunity to conduct public relations activities and reach out to consumers.
⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products. According to the characteristics of each time period in the planning period, write the network marketing plan and launch various specific action plans. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.
Third, the deployment center management
1. The deployment center arranges the cut parts neatly according to the order and waits for processing;
2. If the cutting part needs printing, peeling, lining and hot stamping, the deployment center shall be responsible for it;
3. The processed materials are sent to the warehouse preparation group, and the warehouse preparation group sends the materials to the sewing machine workshop for processing.
4. If the cut parts, such as the middle floor and insole, do not need special sewing treatment, they can be sent to the semi-finished product warehouse after completing the necessary treatment.
5. In the deployment center, after all parts are completed, the quality and statistics of all parts of the upper must be sorted out and ready to be delivered to the sewing machine workshop;
Sports shoes marketing planning model essay 2 i. marketing objectives
Further open the China market and tap the market occupied by domestic brands in the third and fourth lines of China.
The basic idea is:
1) Grasp the advantages of high-grade, high-tech and comfort for promotion.
2) Significantly reduce the prices of products with backward styles and low-end products, and gain price advantages. When consumers are used to comfortable Nike shoes but there are no cheap styles, the sales of mid-to high-end styles will increase.
Second, the marketing environment analysis
(A) product market analysis
Domestic brands such as Li Ning, Anta, 36 1 and Xtep are the main brands in the third and fourth grade markets, and international brands such as Nike, Adi, Kappa and Puma have also appeared in some county-level markets with relatively rapid economic development. The sales momentum of sports brands in small counties is strong, but at the same time, because of the limited population, a large number of sports brands have settled in, making its market relatively saturated. Domestic sports shoes brands have set out from the third-tier market from the beginning, and have been stationed for many years, forming a stable consumer group in the local area.
2. The development trend of sports shoes market: Li Kailuo, a famous marketing expert, said? In the next 20 years, the third-and fourth-tier markets will become the main battlefields! ? Nowadays, the fierce competition in the first-and second-tier markets and the intensification of the financial crisis have made many dealers turn their attention to the third-and fourth-tier markets. In the process of entering the market, some mid-to high-end brands often face the embarrassing situation that no one knows the brand. Many dealers said that sportswear brands sell well in these county-level cities. Great potential.
Consumer analysis
1. Analysis of the basic characteristics of consumers and their buying behavior
(1) The main consumer groups are young people who love sports and advocate fashion, and middle-aged people who have an economic foundation and begin to pursue a high-quality life.
(2) conspicuous consumption of young people
(3) Young people lack independent judgment and are easy to follow the trend.
2. The main factors affecting consumers' buying behavior.
(1) product quality. Product quality is the most important factor for consumers to consider. The purpose of consumers buying sports shoes is very clear, that is, comfortable, safe and fashionable sports.
(2) word-of-mouth communication. The main consumer is teenagers, and teenagers' follow-up and conspicuous consumption are undoubtedly the most effective communication.
(3) advertising. Advertising is the main cognitive way of consumers and plays an extremely important guiding role in consumers' buying behavior.
(III) Analysis of Competitive Products According to the basic situation of the whole sports shoes market, competitive products are divided into major competitive products and minor competitive products.
1. Analysis of main competitive products The main competitive products refer to low-end sports shoes. The characteristics of this kind of products are as follows
(1) The advertising is weak and the awareness is low.
(2) The shape design is simple, and it is not easy to attract consumers' attention.
(3) The price is cheaper, and the price difference with high-end products is greater.
(4) Excellent quality and high cost performance.
2. Analysis of secondary competing products The secondary competing products refer to high-end sports shoes. The characteristics of this kind of products are as follows
(1) The advertising is strong and the awareness is high.
(2) The appearance is fashionable and novel, which is easy to attract consumers' attention.
(3) the price is higher and the classification is clear
(4) Manufacturers of product sales channels? Regional agent? speciality stores
Third, SWOT analysis
(A) Advantages
1. The brand has great influence, a long history and wide recognition.
2. The product quality is good and the technology content is high, which can't be compared with other brands.
3. All sports fields have their spokesmen, and they have a great influence on teenagers.
(2) Disadvantages
1. In the third-and fourth-tier markets, local brands have fixed consumer groups.
It gives people the impression that Nike's sports shoes are too expensive.
(3) threats
1. Local brands in the third-and fourth-tier markets have a better understanding of the psychology of local consumers.
2. The price of local brands is lower.
(4) Opportunities
1. With the continuous progress of sports in China, talented athletes are constantly emerging, signing athletes from China, making Nike more popular with consumers in China.
2. Preempt other internationally renowned sports brands to occupy the third-and fourth-tier markets and cultivate valuable consumers.
Fourth, marketing strategy.
(1) Target groups are young people who love sports and fashion and middle-aged people who pursue high-quality life.
(B) product positioning consumer goods that everyone must own
(3) Marketing means The main means: newspaper leaflets, the important means of TV advertising, the auxiliary means of promotion activities, the push and pull of shop assistants.
Verb (abbreviation of verb) market strategy
(a) Promotion strategy
1. When the new store opens, it will sell its first-and second-line high-end products at a discount.
2. Discount and rebate, cut the products into the market in a short time, strive to cause a regional sales boom in a short time, and rapidly expand the influence of products.
(B) product strategy
1, product efficacy demands excellent workmanship and high technology content, so that consumers can experience safe and comfortable sports enjoyment.
2. Product characteristics
(1) Excellent quality
(2) High technology content
(3) There are many kinds and clear classification.
3. Product positioning of high-end sports brands
(3) In the early stage of price strategy, we should enter the market with middle and low prices, cultivate loyal consumers, raise awareness, and launch high-end products when the time is ripe.
Action plan of intransitive verbs
(1) Preparatory stage
(1) Make a local market start-up plan.
(2) Formulating product categories and prices.
(3) Training employees to have professional knowledge.
(4) Sign contracts with media organizations.
(5) channel determination
(6) Complete auxiliary commodities
(2) Import stage
(1) TV and radio advertisements are released at the same time
(2) Newspaper-assisted publicity.
(3) the construction and improvement of sales channels
(4) Color publicity pages and banners are hung.
(3) In-depth stage
(1) TV and radio reminder advertisements in key periods.
(2) Appropriate amount of newspaper soft-text publicity
(3) Organize promotional activities regularly.
(4) Increase the promotion of promotional items.
Seven. Marketing budget
Eight, marketing control
Model essay on sports shoes marketing plan 3 I. Company profile:
Li Ning Company, founded in 20XX, is a leading enterprise in China's sporting goods industry, the first in China to build a design and research center for domestic sportswear and footwear products, the first to implement REP, and the first sporting goods enterprise to be listed overseas. It aims to become the world's leading sporting goods brand company. Li Ning Company is headquartered in Beijing, and Li Ning Company is headquartered in Beijing. Makethechange？ As a brand slogan, it is a professional sports brand that truly represents China. It is also the first China sports brand to sponsor the China Asian Games and Olympic sports delegation, the first to appear in the American NBA and the first to temporarily stay in top foreign sports teams. This indicates that the development of sporting goods industry in China has entered a new stage.
Second, the planning purpose
Understand the demand of sports brand shoes in colleges and universities, as well as the consumption environment, formulate the marketing plan of Li Ning sports shoes entering colleges and universities, open up the college market, create the brand effect of Li Ning brand, improve the quality and establish a good corporate image of Li Ning.
Third, the market analysis
Marketing environment analysis
(A), sports shoes market overview
1, market size
With the faster and faster pace of people's life, exercise has become an indispensable means for everyone to relax, thus increasing the size of the sports shoes market, increasing the number of shoes recently purchased by consumers, expanding the market capacity of sporting goods, and optimistic about the market prospects of the entire sporting goods industry. According to relevant data, since its listing in Hong Kong in 2004, Li Ning's performance has maintained rapid growth for six consecutive years. At present, Li Ning's sales network is all over China. By the end of 20XX, the total number of Li Ning stores has reached 865,438+056, covering more than 65,438+0,800 cities in China, with numerous sales outlets in Southeast Asia, Central Asia and Europe.
2. Market composition
Li Ning sports shoes mainly include basketball shoes, tennis shoes, running shoes, casual shoes and other series.
3. Market hotspots
With the hosting of the 20XX Olympic Games, the domestic sports climax is unprecedented, and people's demand for sports shoes is also growing rapidly. As the leader of domestic sports brands, Li Ning has become a household name, and its brand quality is deeply trusted by everyone. In colleges and universities, college students are the main athletes in sports, and the demand for sports products is particularly huge. As Li Ning has become a sponsor of top-level competitions at home and abroad, it is more and more loved and recognized by consumers.
(B), a summary of the analysis of the marketing environment
1, disadvantages and threats
(1), the biggest threat and challenge mainly comes from the annexation of multinational sports shoes brands and the homogenization competition among local sports shoes brands. The homogenization competition situation is not only manifested in the homogenization of products, but also in the homogenization of brand image created by advertisements, which can not effectively form brand personality and realize market segmentation.
(2) Fierce brand competition, centralization of brand consumption and lagging business philosophy are all factors that restrict the development of enterprises? Bottleneck? .
(3) Due to the low barriers to entry, more and more participants have joined this active emerging market. Participants' similar business model based on channel expansion has pulled everyone into a fierce price competition environment.
2. Advantages and opportunities
(1), Li Ning has been the champion of local sporting goods manufacturers for many years in a row, and even surpassed Adidas to become the second in the market in 20XX, winning the favor of consumers with its well-known brand.
(2) College students' love for sports determines the demand for sports shoes. There are nearly 1 10,000 college students in Wu Hanyou, and the market is vast.
(3) College students pay attention to brand and fashion for sports shoes, which is also the advantage of big brand Li Ning.
Fourth, consumer analysis.
1, the overall consumption trend of consumers. Consumers say that the choice of sports brands in the last two years is diversified, Li Ning, Adidas, Nike, Anta, 36 1? Wait, everyone has a change experience. In the past two years, only a few consumers have bought the same or two sports brands. Consumers are mainly teenagers aged 16-28, mainly students and working-class people. Most of them are distributed around residents and universities.
2. Consumer behavior analysis Among many factors that affect the quality of products purchased by sports brands? The highest ranking, the proportion of more than 50%. It can be seen that quality is the most important factor affecting the purchase of consumer groups. Secondly, the influence of price can not be ignored, and it is listed as the second largest factor affecting purchase. At the same time, brand awareness, shoe comfort and convenience of purchase have also become more important factors when people buy. In addition, the influence of advertising is also very important. Many consumers know about Li Ning sports brand through TV advertisements. Consumers mainly buy from individuals.
Verb (abbreviation of verb) product analysis
1. The analysis of Li Ning sports shoes makes people more confident, dare to show, constantly tap their potential and surpass themselves-this is the brand concept of Li Ning sports brand. Adhering to this brand concept, Li Ning is constantly innovating and changing. Li Ning sports shoes have comfortable feet, good shock absorption function, light soles, good air permeability and good elasticity. The design of different materials or densities in different parts of the sole is helpful to control the transition of the foot and prevent sports injuries.
2. The satisfaction of product quality is more than half, but the product quality still needs continuous improvement.
3. Product Pricing The leading position of Nike and Adidas in the domestic sports brand market cannot be shaken in the short term. However, as the leader of domestic sports brands, it has certain advantages compared with Anta, Peak and Conway, and the gap with international second-tier brands such as Reebok and Converse is not very big. Therefore, the product pricing strategy is higher than other domestic brands and lower than Nike and Adidas. And positioning the market in the mid-range market, the product prices are mostly between 300-550 yuan, and a few high-end products are priced between 800-900 yuan.
4. Product appearance and packaging Strengthen the design and packaging of product appearance, so that the product is more eye-catching than similar products on the shelf. The appearance and packaging of the product should be commensurate with the quality, price and image of the product, and the appearance and packaging of the product should be very attractive to consumers.
5. Analysis of product brand image The product image that Li Ning wants to express to everyone is that Li Ning brand is synonymous with youth, fashion, sports and keeping pace with the times, so that sports culture, brand culture and product promotion can be harmoniously integrated into all aspects of enterprise operation, thus forming a unique corporate culture and achieving a * * * state between enterprises and consumers.
Six, Li Ning Company competitive environment five forces analysis
The strategic implementation of Li Ning Company in recent years;
1. Market development strategy. After Li Ning caused a sensation in the Olympic Games, Li Ning's brand became more stable in the hearts of young people in China. In terms of product price positioning, Li Ning's product pricing closely follows leading brands such as Nike and Adi, but it is obviously different from other domestic brands to create a high-end brand image.
2. Low-end market, launched in 20XX? New moves? Brand, sword refers to the low-end market New moves? With Li Ning's advantages and accumulated experience in brand management, the brand stopped the rise of Jinjiang sports brand at a lower price and expanded the company's market share through multi-brand strategy.
3. In terms of product development, Li Ning Company has established a first-class product development center in Asia, introduced international advanced development management mechanism, hired first-class designers, printmakers and professional development management talents at home and abroad, strengthened market R&D management, gradually improved the scientific and technological content and overall quality of products, and enhanced the competitiveness of brands.
4. Li Ning Company focuses on improving product design and strengthening the application of science and technology, including running, football, basketball, tennis and fitness, and has a research and development team in Hong Kong to launch a series of products applying new technologies, outsourcing production to Yuyuan Group, the world's largest shoemaking enterprise, focusing on product design, brand marketing and product distribution to enhance the brand.
What about Potter's? Analysis of five-force model:
1. The threat of new entrants. High barriers to entry in the high-end market of sporting goods industry. Nike and Adi, the internationally renowned sports brands, occupy the Gao Dun market, building a barrier to enter the high-end market, which is insurmountable for potential new entrants. In the low-end market, there are many brands, but the differentiation characteristics of each brand are not obvious, and the market model is similar, so the market entry threshold is very low. Therefore, Li Ning finally chose to position itself in the middle and high-end market, and its main goal was to extend to the high-end market.
2. The bargaining power of suppliers. Since the middle and late 1980s, the production mode of high-end sporting goods has been outsourcing. The OEM contract of well-known brands is the basis of their survival and development, and their profits are very Weibo, and they have almost no bargaining power. Li Ning's orders have always been outsourced, providing more than 100 merchants. For the total number of suppliers, Li Ning's orders are the main source of its turnover, so Li Ning Company has the greatest voice.
3. The buyer's bargaining power. In the high-end market, consumers value brand culture and brand image. High-end products lead the trend, embody cutting-edge professional technology, have strong ability to resist price competition, and can obtain high profits. In the low-end market, product homogeneity is serious, brand influence is insufficient, and consumer brand loyalty is low. Price war is the main means for enterprises to survive. Compared with other domestic brands, Li Ning's high price proves the embodiment of its brand value, product quality and scientific and technological content, which is irreplaceable by other brands' products, which makes it have high brand loyalty.
4. The threat of substitutes. The high-end market of sporting goods emphasizes the specialization of sports products, the degree of product differentiation, high technology content and few substitutes. Different brands of sports shoes contain different patented technologies and unique designs, and limited edition sports shoes with innovative technologies and unique designs have become the collection objects of enthusiasts, which are difficult to imitate and replace. In the low-end sporting goods market, sports shoes are often difficult to distinguish from casual shoes, so the products are highly replaceable.
5. Competitors in the industry. At present, the competition in the sporting goods market is fierce. The main international brands are Nike, Adidas and Reebok. In China's sporting goods market, Nike, Adidas and Li Ning are the top three. In the low-end market, it was besieged by Jinjiang brands such as Anta, 36 1, and even prevented the competition of counterfeit products. Conclusion. As can be seen from the above analysis, at present? Li Ning? Our brand positioning is the correct choice under the current market competition pattern, which is helpful for Li Ning to try the differentiated polarization competition strategy. However, to become a competitive brand, Li Ning? We must also focus on improving its competitiveness from the following aspects: first, we must continue to adhere to professional brand positioning, promote multi-brand strategy, and establish brand status in core products; Second, maintain sustained and rapid growth in the local market and accumulate financial strength; Third, continue to adopt differentiated market strategies to strengthen the price advantage of brands.