Research on Marketing Innovation of Sporting Goods Based on Differentiated Marketing Date:2015-01-06 08:54
1 The connotation of differentiated marketing and its significance and requirements for the innovation of sporting goods marketing Differentiated marketing is accompanied by a situation in which the supply and demand of the market changes from the seller’s market to the buyer’s market, and the market’s products are extremely rich and homogenous. Produced and developed, it aims to highlight the special value and core interests of the product, and create unique impressions and feelings of the products and services in the target customer group through various marketing methods and combinations. After China's sports products market entered the WTO in 2001, it paid more attention to differentiated marketing.
Differentiated marketing is an effective marketing innovation method and approach for China's sports goods market, which is basically saturated, full of many brands, and its degree of differentiation. It can effectively help sporting goods find its own market position and target customer base, improve its competitiveness and economic efficiency. Foreign data show that the differential marketing input-output ratio of sporting goods is 1:11.3. Differentiated marketing requirements in sports During the planning, design and implementation of product marketing innovation, differentiated marketing was established as part of the strategy, with 4P as the core for differentiation, comprehensive use of multiple marketing tools and combinations in differentiated marketing, and the use of network marketing. Realize the reshaping, integration and overall planning of its entire process.
2 The basic status, existing problems and reasons of the application of differentiated marketing in sports product marketing innovation. Since joining the WTO, along with the entry of many well-known sports goods brands abroad and the intensification of the market, China’s sports goods have differentiated marketing. Attention and attention and practice have achieved great development. From 2005 to 2010, the number of companies engaged in differentiated marketing of sporting goods companies in China increased by 14 or so per year. The annual average investment growth of differentiated marketing remained at 7.8, and the average input-output ratio was higher than that in 2010 compared to 2006. Nearly 5.4 times, the survey also showed that the differentiated marketing of the sporting goods market will show an increase of 32 in the next 5 years. However, due to various internal and external factors, China's sporting goods mainly use the differentiated marketing to carry out marketing innovation.
First, the differentiated marketing of sporting goods has not yet been able to be viewed and focused on from the perspective of the development strategy of the company. The strategic position of differentiated marketing has not been confirmed and consolidated, resulting in the coordination and matching of related business processes and supporting links. Not strong, the effectiveness of differentiated marketing has been affected and restricted. An investigation and analysis of the relevant indicator data of the sports goods companies that implemented differentiated marketing in China during the period from 2005 to 2010 showed that among the 137 companies that were surveyed, those that defined the differentiation strategy as part of the company’s development strategy accounted for The ratio is only 34.4. The average annual increase in input for differentiated marketing in these sporting goods is less than 6.4, while the average value of sporting goods companies in Europe and America is 15.3 in 2009. In addition, support and matching of related processes and business links The coefficient is less than 0.31, showing a weak correlation. Due to the lack of corresponding support and cooperation in the differentiated marketing strategy, the input-output ratio of differentiated marketing of sporting goods in China from 2008 to 2010 is only 1:4.3, which is one for European and American companies. /13.
Secondly, the content and degree of concern for 4P, namely products, prices, channels, and promotions, have declined in the differentiated marketing of sporting goods. There has been a tendency to enter blind spots and reduce costs in the differentiated marketing innovations of sports products. Product development efforts have been made. Not strong, price convergence, single channel and lack of promotional tools. According to a comparative survey on the differential marketing of the top 40 sportswear brands in China and Europe and America between 2007 and 2009, the content and scope of the differential marketing based on the classic 4P in China’s sporting goods is less than 47. The value of this indicator is 78. The product development cycle of sports products in China averages 5 to 6 months, while European and American companies basically stay in 2 to 3 months. In terms of product life cycle, China's sporting goods companies are generally 1.7 years, and Europe and the United States The country is 0.98 years, which reflects that China's sporting goods differentiation marketing is lagging behind in product development. In addition, there are various degrees of backwardness in the formulation of prices, channel construction and promotion, and their overall weight is low.
Thirdly, the comprehensive utilization of various marketing tools and their combinations in sports products for differentiated marketing is not sufficient, and there is no overall understanding and implementation of new marketing tools such as experience marketing, emotional marketing, and nostalgic marketing. The advantages of synergy and integration between these marketing methods have not been exerted. A report released by the China Association of Sports Products at the end of 2009 stated that the marketing means of domestic sporting goods brands is relatively single. A prominent proof is that the proportion of advertising investment in sporting goods companies in marketing expenditures has reached 69.3 in 2008-2009. This way of relying solely on advertising media to conduct marketing is neither in line with the current state of the sporting goods market, nor is it in line with the future development trend of sporting goods marketing. On the other hand, the practice of marketing innovation of famous overseas sportswear brands shows that the ratio of expenditure on non-traditional marketing tools to the total marketing budget reached 54.3 at the end of 2009, and it increased by 7.8 at the end of 2010, and The proportion of expenditure on the integration of various marketing methods also reached 7.8.
Fourth, under the background of e-commerce network marketing, the degree of attention and scope of application of differentiated marketing of sports products to online marketing platforms and technical means is obviously relatively narrow, and the advantages of low-cost, high-efficiency and rapid response of e-commerce network marketing have not been brought into full play. There is also great difficulty in the transfer and grafting of traditional marketing to online marketing. A survey on the implementation of e-commerce network marketing to create differentiation during the period of 2007 to 2010 in China’s sporting goods shows that its e-commerce network marketing covers less than 43% of the businesses and scope required for differentiated marketing. At least more than 65.4 points of differential marketing and value creation processes are located in isolated information islands. The utilization and efficiency of the integration of e-commerce information technology is less than 1/13 of that of European and American sporting goods companies. In addition, the report also gives rise to One of the important reasons for these phenomena is the long-term slow growth of e-commerce network marketing investment in sporting goods brands. 3 Suggestions and countermeasures for marketing innovation of sporting goods based on differentiated marketing According to the connotation of differentiated marketing and its significance and requirements for the innovation of sports product marketing, the current marketing strategy for sports products based on differentiation in China is analyzed. Based on the basic status quo, existing problems and their causes, refer to marketing innovation related knowledge and theory and product characteristics of sporting goods, while drawing on the successful practices and advanced experience of differentiated marketing innovations of famous sports brands in developed countries in Europe and America. Supplies based on differentiated marketing innovation issues the following recommendations and countermeasures.
First, we will pay attention to and review the differentiated marketing and strategy from the height and level of the enterprise development strategy and establish it as an organic part of the development strategy. Based on this, we will reshape relevant business processes and links to match objectives. And transformation to create a differentiated marketing matching mechanism and organizational security. Differentiated marketing is an effective means for companies to bring new and innovative results in the current market environment where the homogeneity of sports brand homogeneity and the value and benefits provided by products are not clear. It is considered as the market competitiveness and economic benefits of the enterprise. Strategic components that have key influences, and accordingly reshape and reorganize the production and operation business processes and marketing support links and facilities for sporting goods companies with the goal of standardization and capability matching to provide companies with differentiated performance. The support of strategic mechanisms and the coordination of related key processes.
Second, pay attention to the differentiated marketing content and fields of sports products with 4P as the core, strengthen product development and accurate product value positioning, balance competitors with flexible pricing strategies, and achieve the largest target customer groups with short-term and fast channel strategies. Utility and comprehensive use of multiple marketing tools. The traditional classic 4P theory, that is, product, price, channel and promotion, no matter how it changes, it should be the basic content and premise of differentiated marketing innovation of sporting goods. Sports product differentiation marketing should not abandon these core content and pursue other seemingly Trendy patterns. Specifically, on the basis of scientific market research and correct market segmentation, efforts should be made to intensify the development of new products for sporting goods, to eliminate products with long life cycles in those markets, and to formulate multi-level and multi-level pricing strategies to compete against competition. The threat of the person maintains a certain level of profit or customer attractiveness, and formulates a short-pushing marketing channel and marketing mix strategy to maximize the effectiveness of the target customer group.
Third, new marketing tools and combinations including emotional marketing, experiential marketing, and nostalgic marketing are adopted based on consumers' increasingly diverse and complicated personalized demand characteristics and purchase behavior patterns, based on consumers, markets, and product characteristics. The analysis develops plans and designs specific marketing mix plans. The ever-changing and individualized consumer demands and more complicated purchase behavior patterns and the increased immunity to marketers' traditional marketing methods pose new challenges to the differentiated marketing innovation of sporting goods. For this reason, In the differentiated marketing of sporting goods, various new marketing strategies based on consumer psychoanalysis should be fully used, such as emotional marketing, experience marketing, and nostalgic marketing, and several or more marketing strategies should be noted in this process. The combination of use and combination in order to create its overall coordination and combination of advantages, which requires sporting goods marketers must be based on the market environment, consumer purchasing patterns and product positioning and other relevant elements on the basis of deep understanding and insight.
Fourth, in the sports product marketing innovation, network marketing based on e-commerce information technology should take full advantage of its low cost and fast and efficient response, and use e-commerce information technology to effectively integrate the relevant links and processes of differentiated marketing. Connected to achieve the rapid coordination of related functions and the overall combination of advantages. Network marketing based on e-commerce network information technology is a non-negligible factor in differentiated marketing innovation of sporting goods, especially today's growing network marketing. Therefore, in the differentiated marketing of sporting goods, it is necessary to pay attention to the formulation of effective solutions for the transfer and grafting of traditional marketing tools to the network marketing platforms and media, and to take measures to ensure that all aspects of differentiated marketing are based on the network marketing platform. The effective functioning and execution of functions, and the advantages of network marketing for the low cost of traditional marketing methods and the rapid response mechanism to market demand, and the reduction of information silos in various process links in the process to increase their information sharing and information Comprehensive utilization.
4 Conclusion Through the above analysis and elaboration, this paper believes that there are four main problems that currently affect and restrict the differentiation of sporting goods marketing innovation. That is, the differential marketing of sporting goods lacks the recognition of strategic position in marketing innovation; 4P is the core The differentiation has been weakened. The difference in marketing innovation is very serious; the marketing innovation combination strategy has a single application method and lacks cooperation with each other; the application and integration of e-commerce information technology-based online marketing platform. There are still major problems in the integration of other links. Based on these problems, this article combines related marketing innovation knowledge theory and the actual situation of China's sports goods market. At the same time, it makes reference to the differential marketing cases of well-known sports brands at home and abroad, and proposes proposals and countermeasures for differentiated marketing innovation of sports products.
1 The connotation of differentiated marketing and its significance and requirements for the innovation of sporting goods marketing Differentiated marketing is accompanied by a situation in which the supply and demand of the market changes from the seller’s market to the buyer’s market, and the market’s products are extremely rich and homogenous. Produced and developed, it aims to highlight the special value and core interests of the product, and create unique impressions and feelings of the products and services in the target customer group through various marketing methods and combinations. After China's sports products market entered the WTO in 2001, it paid more attention to differentiated marketing.
Differentiated marketing is an effective marketing innovation method and approach for China's sports goods market, which is basically saturated, full of many brands, and its degree of differentiation. It can effectively help sporting goods find its own market position and target customer base, improve its competitiveness and economic efficiency. Foreign data show that the differential marketing input-output ratio of sporting goods is 1:11.3. Differentiated marketing requirements in sports During the planning, design and implementation of product marketing innovation, differentiated marketing was established as part of the strategy, with 4P as the core for differentiation, comprehensive use of multiple marketing tools and combinations in differentiated marketing, and the use of network marketing. Realize the reshaping, integration and overall planning of its entire process.
2 The basic status, existing problems and reasons of the application of differentiated marketing in sports product marketing innovation. Since joining the WTO, along with the entry of many well-known sports goods brands abroad and the intensification of the market, China’s sports goods have differentiated marketing. Attention and attention and practice have achieved great development. From 2005 to 2010, the number of companies engaged in differentiated marketing of sporting goods companies in China increased by 14 or so per year. The annual average investment growth of differentiated marketing remained at 7.8, and the average input-output ratio was higher than that in 2010 compared to 2006. Nearly 5.4 times, the survey also showed that the differentiated marketing of the sporting goods market will show an increase of 32 in the next 5 years. However, due to various internal and external factors, China's sporting goods mainly use the differentiated marketing to carry out marketing innovation.
First, the differentiated marketing of sporting goods has not yet been able to be viewed and focused on from the perspective of the development strategy of the company. The strategic position of differentiated marketing has not been confirmed and consolidated, resulting in the coordination and matching of related business processes and supporting links. Not strong, the effectiveness of differentiated marketing has been affected and restricted. An investigation and analysis of the relevant indicator data of the sports goods companies that implemented differentiated marketing in China during the period from 2005 to 2010 showed that among the 137 companies that were surveyed, those that defined the differentiation strategy as part of the company’s development strategy accounted for The ratio is only 34.4. The average annual increase in input for differentiated marketing in these sporting goods is less than 6.4, while the average value of sporting goods companies in Europe and America is 15.3 in 2009. In addition, support and matching of related processes and business links The coefficient is less than 0.31, showing a weak correlation. Due to the lack of corresponding support and cooperation in the differentiated marketing strategy, the input-output ratio of differentiated marketing of sporting goods in China from 2008 to 2010 is only 1:4.3, which is one for European and American companies. /13.
Secondly, the content and degree of concern for 4P, namely products, prices, channels, and promotions, have declined in the differentiated marketing of sporting goods. There has been a tendency to enter blind spots and reduce costs in the differentiated marketing innovations of sports products. Product development efforts have been made. Not strong, price convergence, single channel and lack of promotional tools. According to a comparative survey on the differential marketing of the top 40 sportswear brands in China and Europe and America between 2007 and 2009, the content and scope of the differential marketing based on the classic 4P in China’s sporting goods is less than 47. The value of this indicator is 78. The product development cycle of sports products in China averages 5 to 6 months, while European and American companies basically stay in 2 to 3 months. In terms of product life cycle, China's sporting goods companies are generally 1.7 years, and Europe and the United States The country is 0.98 years, which reflects that China's sporting goods differentiation marketing is lagging behind in product development. In addition, there are various degrees of backwardness in the formulation of prices, channel construction and promotion, and their overall weight is low.
Thirdly, the comprehensive utilization of various marketing tools and their combinations in sports products for differentiated marketing is not sufficient, and there is no overall understanding and implementation of new marketing tools such as experience marketing, emotional marketing, and nostalgic marketing. The advantages of synergy and integration between these marketing methods have not been exerted. A report released by the China Association of Sports Products at the end of 2009 stated that the marketing means of domestic sporting goods brands is relatively single. A prominent proof is that the proportion of advertising investment in sporting goods companies in marketing expenditures has reached 69.3 in 2008-2009. This way of relying solely on advertising media to conduct marketing is neither in line with the current state of the sporting goods market, nor is it in line with the future development trend of sporting goods marketing. On the other hand, the practice of marketing innovation of famous overseas sportswear brands shows that the ratio of expenditure on non-traditional marketing tools to the total marketing budget reached 54.3 at the end of 2009, and it increased by 7.8 at the end of 2010, and The proportion of expenditure on the integration of various marketing methods also reached 7.8.
Fourth, under the background of e-commerce network marketing, the degree of attention and scope of application of differentiated marketing of sports products to online marketing platforms and technical means is obviously relatively narrow, and the advantages of low-cost, high-efficiency and rapid response of e-commerce network marketing have not been brought into full play. There is also great difficulty in the transfer and grafting of traditional marketing to online marketing. A survey on the implementation of e-commerce network marketing to create differentiation during the period of 2007 to 2010 in China’s sporting goods shows that its e-commerce network marketing covers less than 43% of the businesses and scope required for differentiated marketing. At least more than 65.4 points of differential marketing and value creation processes are located in isolated information islands. The utilization and efficiency of the integration of e-commerce information technology is less than 1/13 of that of European and American sporting goods companies. In addition, the report also gives rise to One of the important reasons for these phenomena is the long-term slow growth of e-commerce network marketing investment in sporting goods brands. 3 Suggestions and countermeasures for marketing innovation of sporting goods based on differentiated marketing According to the connotation of differentiated marketing and its significance and requirements for the innovation of sports product marketing, the current marketing strategy for sports products based on differentiation in China is analyzed. Based on the basic status quo, existing problems and their causes, refer to marketing innovation related knowledge and theory and product characteristics of sporting goods, while drawing on the successful practices and advanced experience of differentiated marketing innovations of famous sports brands in developed countries in Europe and America. Supplies based on differentiated marketing innovation issues the following recommendations and countermeasures.
First, we will pay attention to and review the differentiated marketing and strategy from the height and level of the enterprise development strategy and establish it as an organic part of the development strategy. Based on this, we will reshape relevant business processes and links to match objectives. And transformation to create a differentiated marketing matching mechanism and organizational security. Differentiated marketing is an effective means for companies to bring new and innovative results in the current market environment where the homogeneity of sports brand homogeneity and the value and benefits provided by products are not clear. It is considered as the market competitiveness and economic benefits of the enterprise. Strategic components that have key influences, and accordingly reshape and reorganize the production and operation business processes and marketing support links and facilities for sporting goods companies with the goal of standardization and capability matching to provide companies with differentiated performance. The support of strategic mechanisms and the coordination of related key processes.
Second, pay attention to the differentiated marketing content and fields of sports products with 4P as the core, strengthen product development and accurate product value positioning, balance competitors with flexible pricing strategies, and achieve the largest target customer groups with short-term and fast channel strategies. Utility and comprehensive use of multiple marketing tools. The traditional classic 4P theory, that is, product, price, channel and promotion, no matter how it changes, it should be the basic content and premise of differentiated marketing innovation of sporting goods. Sports product differentiation marketing should not abandon these core content and pursue other seemingly Trendy patterns. Specifically, on the basis of scientific market research and correct market segmentation, efforts should be made to intensify the development of new products for sporting goods, to eliminate products with long life cycles in those markets, and to formulate multi-level and multi-level pricing strategies to compete against competition. The threat of the person maintains a certain level of profit or customer attractiveness, and formulates a short-pushing marketing channel and marketing mix strategy to maximize the effectiveness of the target customer group.
Third, new marketing tools and combinations including emotional marketing, experiential marketing, and nostalgic marketing are adopted based on consumers' increasingly diverse and complicated personalized demand characteristics and purchase behavior patterns, based on consumers, markets, and product characteristics. The analysis develops plans and designs specific marketing mix plans. The ever-changing and individualized consumer demands and more complicated purchase behavior patterns and the increased immunity to marketers' traditional marketing methods pose new challenges to the differentiated marketing innovation of sporting goods. For this reason, In the differentiated marketing of sporting goods, various new marketing strategies based on consumer psychoanalysis should be fully used, such as emotional marketing, experience marketing, and nostalgic marketing, and several or more marketing strategies should be noted in this process. The combination of use and combination in order to create its overall coordination and combination of advantages, which requires sporting goods marketers must be based on the market environment, consumer purchasing patterns and product positioning and other relevant elements on the basis of deep understanding and insight.
Fourth, in the sports product marketing innovation, network marketing based on e-commerce information technology should take full advantage of its low cost and fast and efficient response, and use e-commerce information technology to effectively integrate the relevant links and processes of differentiated marketing. Connected to achieve the rapid coordination of related functions and the overall combination of advantages. Network marketing based on e-commerce network information technology is a non-negligible factor in differentiated marketing innovation of sporting goods, especially today's growing network marketing. Therefore, in the differentiated marketing of sporting goods, it is necessary to pay attention to the formulation of effective solutions for the transfer and grafting of traditional marketing tools to the network marketing platforms and media, and to take measures to ensure that all aspects of differentiated marketing are based on the network marketing platform. The effective functioning and execution of functions, and the advantages of network marketing for the low cost of traditional marketing methods and the rapid response mechanism to market demand, and the reduction of information silos in various process links in the process to increase their information sharing and information Comprehensive utilization.
4 Conclusion Through the above analysis and elaboration, this paper believes that there are four main problems that currently affect and restrict the differentiation of sporting goods marketing innovation. That is, the differential marketing of sporting goods lacks the recognition of strategic position in marketing innovation; 4P is the core The differentiation has been weakened. The difference in marketing innovation is very serious; the marketing innovation combination strategy has a single application method and lacks cooperation with each other; the application and integration of e-commerce information technology-based online marketing platform. There are still major problems in the integration of other links. Based on these problems, this article combines related marketing innovation knowledge theory and the actual situation of China's sports goods market. At the same time, it makes reference to the differential marketing cases of well-known sports brands at home and abroad, and proposes proposals and countermeasures for differentiated marketing innovation of sports products.
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