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2021年 12月 6日
2021年 12月 6日
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摘要
摘要
随着我国经济的快速发展，国民收入不断增加，生活质量提高，人们对物质文
化与精神文化的需求也都在随之提升，再加上疫情的影响，人们对于运动健身更加
重视，体育产业迎来了空前的发展机会，体育用品制造企业之间的竞争不断激烈，
根据自身所处的市场环境制定适合的营销策略十分重要。
本文以石家庄市 W体育器材有限公司市场营销策略为研究对象，运用文献研究
法、实地调研法、问卷调查法、统计分析法对石家庄市 W体育器材有限公司市场营
销策略进行综合研究分析。
本研究在相关营销理论综述的基础上通过对石家庄市 W体育器材有限公司的营
销环境分析、STP战略分析和市场营销策略分析，找出营销策略中存在的问题：产
品策略问题是品牌知名度低；价格策略问题是产品定价不规范、价格调整不合理、
价格与消费者心理预期差异大；渠道策略问题是分销渠道多样性差、分销渠道时间
花费多、产品购买便利性差；促销策略问题是促销推广不到位、促销方式单一。根
据石家庄市 W体育器材有限公司在营销策略中存在的问题，结合 4P理论提出相应
的改进建议和保障措施。产品改进策略采用打造品牌意识、增加宣传力度、结合消
费者心理研发产品。价格改进策略包括规范定价，深入调研市场，增加定价方式。
渠道改进策略包括拓宽分销渠道，提高中间商数量。促销改进策略包括采用增加促
销人员，增加网络分销渠道。保障措施包括：(1)提高企业管理水平，从管理层人员
的选拔和培训加强企业管理层优化，建立健全企业规章制度；(2)注重营销人员的培
养，建立专业化营销团队；(3)完善激励制度。
关键词体育器材；市场营销环境；营销策略；问卷调查法
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Abstract
Abstract
With the rapid development of China's economy, the national income is increasing,
and people’s quality of life is improved. People's demand for material culture and spiritual
culture is also increasing. Coupled with the impact of the epidemic, people pay more
attention to sports and fitness. The sports industry is facing unprecedented development
opportunities, and the competition among sporting goods manufacturing enterprises is
becoming increasingly fierce. It is very important for those enterprises to formulate
appropriate marketing strategies according to the market environment they are in.
This paper takes the marketing strategy of Shijiazhuang W Sports Equipment Co.,
Ltd. as the research object. It conducts a comprehensive study and analyzes the marketing
strategy of Shijiazhuang W Sports Equipment Co., Ltd. by using the methods of literature
research, field investigation, questionnaire survey and statistical analysis.
Based on the theoretical reviews of relevant marketing theories, this study finds out
the problems existing in the marketing strategy through the analysis of the marketing
environment, STP strategy and marketing strategy of Shijiazhuang W Sports Equipment
Co., Ltd. The problems are as follows. The problem of product strategy is the low brand
awareness. The problems of price strategy are the lack of standardization in product
pricing, the unreasonable price adjustment, and the great difference of the price and
consumers' psychological expectations. The problems of channel strategy are the poor
diversity of distribution channels, the high time consumption of distribution channels and
the poor convenience of product purchase. The problems of promotion strategy are the
inadequate publicity and promotion and the single promotion method.Based on the
analysis above, according to the problems existing in the marketing strategy of
Shijiazhuang W Sports Equipment Co., Ltd., combined with 4P theory, this paper puts
forward corresponding improvement suggestions and guarantee measures. The product
improvement strategy is to create brand awareness, increase publicity and develop
products considering consumer psychology. Price improvement strategies include
standardizing pricing, deeply investigating the market and diversifying pricing methods.
Channel improvement strategies include broadening distribution channels and increasing
the number of middlemen. Promotion improvement strategies include increasing
promotion personnel and online distribution channels. The safeguard measures include: (1)
III
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