L公司 W球鞋营销策略研究
研究生姓名：孙奇
导师姓名：顾淑红
学科专业：工商管理
研究方向：市场营销与物流管理
年级：2017级
摘 要
作为国内明星签名系列姣姣者的L公司W球鞋，经过九代的发展，正代和支线
迭代创新，多年来雄居国产品牌球鞋冠军，销量和市场占有率一直位居首位。W 球
鞋能够有今日的知名度与美誉度，取得很好的经济效益和社会效益，与其多年来不断
优化的营销策略是密不可分的。但竞争环境在变，潮流在变，W 球鞋现行的营销策
略显现出诸多不足。亟需在深度调研的基础上，认真剖析存在的问题，进行卓有成效
的营销策略优化。
论文首先对研究背景、意义、国内外研究现状、内容、框架、方法、重难点和创
新之处以及相关的营销理论进行了阐述，从而能够为后文分析 W球鞋营销策略提供
相应的理论基础；然后依据PEST分析法，从外部环境中的政治环境、经济环境、社
会环境和技术环境进行分析，再依据波特五力模型分析其竞争环境，建立EFE矩阵，
最后从内部环境分析，建立IFE矩阵，从而找到对W球鞋营销策略中的机会面和威
胁面以及优势面和劣势面。之后引入问卷调查和 IPA分析法对W球鞋营销策略现状
进行分析，得出W球鞋营销策略存在着：球鞋热度下滑，产品单一，球鞋文化不厚
重；球鞋科技进步缓慢，运动性能一般；高端正代球鞋做工一般，材料运用不佳；正
代球鞋中国发售价格偏高；饥饿营销，球鞋价格飞涨；线下门店及线上官方店需优化；
新媒体渠道营销力度不足；线上客服及线下店员培训缺失；售后服务欠缺；促销形式
缺少话题性；促销球鞋单品数量少等问题。
最后给合STP理论和4P理论，从球鞋产品、球鞋价格、球鞋渠道、球鞋促销等
层面，提出相应的优化策略，如：球鞋多元化发展，提升热度并形成自我文化；加强
球鞋科技研发，合理配置球鞋；加强工厂监管、球鞋做工和材料测试；制定合理的发
售价格；增加W球鞋货量，控制市场价格；优化线下门店及线上官方店；优化新媒
体营销渠道；优化员工配置，健全培训体系；优化售后服务；加强话题性促销形式；
增加不同系列球鞋单品等。
论文研究为L公司W球鞋营销策略优化提出了建设性意见，将助推W球鞋营销
水平更上一层楼，并提高W球鞋的销量和消费者满意程度，稳固其国产旗舰地位。
同时，论文研究成果也为其他国产球鞋品牌营销策略的制订提供了一定经验借鉴。
关键词：球鞋；营销理论；营销策略
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Research on Marketing Strategy of W Sneakers in L Company
Name：Sun Qi
Supervisor：Gu Shuhong
Major：MBA
Grade：2017
Research direction:Marketing and Logistics Management
Abstract
As the best player in the domestic star signature series, L company's w sneakers
have been the champion of domestic brand sneakers for many years through the
development of nine generations and the iterative innovation of mainline and branch
lines. Their sales volume and market share have always ranked first. W sneakers can
have today's popularity and reputation, and achieve good economic and social
benefits, which is inseparable from the continuously optimized marketing strategy
over the years. However, the competitive environment is changing and the trend is
changing. The current marketing strategy of W shoes shows many deficiencies. On
the basis of in-depth research, it is urgent to carefully analyze the existing problems
and carry out effective marketing strategy optimization.
Firstly, the paper expounds the research background, significance, research status
at homeand abroad, content,framework, methods,key and difficultpoints,
innovations and related marketing theories, so as to provide the corresponding
theoretical basis for the later analysis of W shoes marketing strategy; Then, according
tothe PESTanalysismethod, analyzethepolitical environment,economic
environment,socialenvironment andtechnicalenvironmentinthe external
environment, then analyze its competitive environment according to Porter's five
forces model, and establish the EFE matrix. Finally, from the internal environment
analysis, establish the IFE matrix, so as to find the opportunities, threats, strengths
and weaknesses in the marketing strategy of W shoes. After that, the questionnaire
survey and IPA analysis method are introduced to analyze the current situation of
w-shoes marketing strategy, and it is concluded that w-shoes marketing strategy has
the following problems: the popularity of shoes is declining, the products are single,
and the shoe culture is not thick; The scientific and technological progress of sneakers
is slow, and the sports performance is average; The high-end shoes are of average
workmanship and poor material utilization; The selling price of mainline sneakers in
China is on the high side; Hunger marketing, the price of sneakers soared; Offline
stores and online official stores need to be optimized; New media channel marketing
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is insufficient; Lack of online customer service and offline clerk training; Lack of
after-sales service; Lack of topicality in the form of promotion; The number of single
items of promotional sneakers is small.
Finally, basedonSTP theoryand 4Ptheory, thispaper putsforward
corresponding optimization strategies from the aspects of sneaker products, sneaker
prices, sneaker channels and sneaker promotion, such as: diversified development of
sneakers, increasing popularity and forming self-culture; Strengthen the scientific
research and development of sneakers and reasonably allocate sneakers; Strengthen
factory supervision, shoe workmanship and material testing; Set a reasonable selling
price; Increase the quantity of W sneakers and control the market price; Optimize
offline stores and online official stores; Optimize new media marketing channels;
Optimize the staff allocation and improve the training system; Optimize after-sales
service; Strengthen the form of topic promotion; Add items of different series of
sneakers, etc.
The research of thispaper puts forward constructivesuggestions for the
optimization of the marketing strategy of w-shoes of L company, which will boost the
marketing level of w-shoes to a higher level, improve the sales volume and consumer
satisfaction of w-shoes, and stabilize its domestic flagship position. At the same time,
the research results of this paper also provide some experience for the formulation of
marketing strategies of other domestic sneaker brands.
Key words:Sneaker;Marketing theory;Marketing strategy
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