鴻星爾克運(yùn)動品牌營銷策略研究

鴻星爾克運(yùn)動品牌營銷策略研究IIIChapterOneIntroductionErkeGroupwasfoundedinJune2000,istheleadingsportsbrandinChina.Thegroupnowhastwoglobalbrands,"HongXingERKE"and"ERKE",whichproducesportsshoes,sportsclothesandacompletevarietyofsportsaccessories.Thegrouphasnearly10,000employeesand19internationalshoe-makinglines,withanannualoutputof17millionpairsofsportsshoes.In2005,ErkesuccessfullylistedinSingapore,becomingthefirstdomesticsportsbrandlistedabroad.ErkesponsoredtheNorthKoreanteaminthe2008OlympicGamesandstarteditsinternationalmarketingstrategyandbecameaninternationalbrand.People-oriented,scientificandtechnologicalinnovation.Erkeiscommittedtothedevelopmentandproductionofprofessionalscienceandtechnologysportsequipment,improvesportsperformance,promotethespreadandprogressofhumansportscivilizationastheenterprisemission,atthebeginningoftheestablishmentofthebrandstrategyof"leadinginscienceandtechnology",establishedthefirstperfectproductdevelopmentandtechnologyresearchcenter,andtaketheleadincooperationwiththeworld'stopsportsresearchinstitutions.IthasestablishedthetopbiomechanicslaboratoryinChinaandisthefirstsportsbrandinChinatotakescienceandtechnologyastheleading.ItsindependentresearchanddevelopmentofGDSgroundshockabsorptionsystemandothersportstechnologyinthedomesticindustryareattheleadinglevel."ToBeNo.1"meanstobesuccessfulandtobenumberone.Itmeansthatthereisaloftyambition,aspiritofdaringtochallenge,daringtofightandstrive.Erkecombinesconsumerpsychology,corporatephilosophy,Olympicspiritasoneofthetranscendentspiritsforbrandextension.Erkebrandvisionistobuildtheworld'sleadingclothingbrand.保定理工學(xué)院本科畢業(yè)論文ChapterTwoSWOTAnalysisofErkeCompanyThischapteranalyzestheSWOToftheErkesportsbrand,gainingacertainunderstandingofitsstrengths,weaknesses,threats,andopportunities,layingthefoundationforsubsequentmarketingstrategyresearch.2.1StrengthsWeshouldspeedupthedevelopmentoffranchisestoresandself-operatedstores.Erkeorderstomorequicklyandeffectivelyrespondtomarketchanges,sothatenterpriseproductsclosertoconsumers,thecompanychangedthebusinessmodel,inthefranchisetointroducethesalesmodelofdirectstores.Inorderforthecompanytohaveamorecompleteindustrialchaininthewholesportsproductindustry,combinedwiththecompany'sfuturestrategicplanning,thenumberofdirectlyoperatedstoresisincreased.Acompleteindustrialchainwillenableenterprisestohaverelativelycompleteadvantages.Relativelycompleteindustrialchainadvantageisreflectedinthefaceofcompetitorsoftheproduction,design,logistics,salesofwovenintoaverycompleteindustrialchain.Inaddition,therearesomedomesticprocessingenterprises,havingtheirownproductionbase,nosaleschannels.Erkehastheadvantageofproductioncapacity,suchasnearly4000storesinthecountry,sales,networkability,rawmaterialsuppliersandotheradvantages,andtheseadvantagesaremostofthecompetitiveenterprisesarenotmuchoftheindustrialchainadvantage,throughtheintegrationoftheindustrialchain,Erke'sproductshaveacertaincostadvantage,increasethecompetitionfacingcompetitors.Erkeisararepioneerindevelopment.ErkelistedinSingaporeisthefirstdomesticsportsbrandcompanylistedoverseas,andthefirsttoobtainalargeamountoffundsfromoverseascapitalmarket;ErkeisalsothefirstdomesticindustrywiththehelpofCCTVandotherlargemediaandHongKongandTaiwanstarsfortheenterpriseproductimagepromotionofsportsbrandenterprises.InordertotherapidexpansionoftheenterpriseearlyErkegotthefranchiseofchainoperation,sothatErkehastheadvantageofthefirstmover,whichisrareamongcompetitors.Erkehasgreatbrandinfluenceintheindustry.Afteryearsofenterpriseoperation,Erkehaswonmanyhonors,suchasChinaFamousTrademark,China'sTopTeninfluentialbrandsintheindustry,Top500AsianBrands,China's500MostValuablebrands,etc.,andhasagreaterbrandinfluenceinthedomesticandforeignindustries.Moreover,asearlyas2008,Erkewasalsoawardedthe"Asia200Best"titlebyForbesmagazine,andranked31st,whichmustbeawardedforitsturnoverandprofitgrowthinthepastthreeyears.Thechannelhasformedacertainscaleathomeandabroad.Inrecentyears,Erkeexpandedinthechannelscaleconstruction,rapidlyincreasedtomorethan4000branches,narrowthedistancebetweenconsumers,soastobettergraspthedynamicdemandofconsumers,bringbenefitstoconsumers.FranchisinganddirectstoreshavebecomethebusinessmodelofErke,soastoincreaseproductsales,andliquidityoffunds,forErketoestablishaproductbrandtopavetheway,butalsoforthefuturedevelopmentofthecompanylaidasolidfoundation.Singapore'slistingprovidesmoresourcesofcapital.In2005,inordertoexpanditsproductionscale,theErkebranddecidedtoestablishacompanyinSingaporeafterconductingresearchandforensicsthere.Thesuccessprovidedthecompanywiththefundstodevelopandimplementitsnextstrategy.Sincethen,Erkebrandacceleratedtheexpansionrate,completedamoreperfectandstandardizedmarketingnetworkandsaleschannels,capacityhasbeenrapidlypromoted.Erke'sdevelopmenttrend,itssuccessisnotaccidental,sotheenterprisehasbeenamongthetopfivelocalleisuresportsbrands,strengthcannotbeoverlooked.In2015,Erkebrandsufferedafactoryfire,foratime,alltheproductionlineswereforcedtostop,sothatErkefacedahugedebtcrisis,butitdidnotslump,butundertheguidanceofleaders,stillholdaresponsibleattitudetoconsumers,theuseofenvironmentalprotectionmaterials,donotcutcorners,togiveconsumersthebestshoppingexperience.Intheunremittingefforts,throughthecrisis.Uptonowupsanddowns,Erkeisalsoasuccess.2.2WeaknessesThebrandcompetitivenessisnotbig,affectedbyforeignbrands.Fourorfiveyearsago,ErkesawtheopportunityforthedevelopmentoftennisinChina,decidedtomakeabreakthroughinthefieldoftennisshoes,andinvestedhugemanpowerandmaterialresourcesinthedevelopmentofprofessionaltennisshoes,canbesaidtobe"Nikemode"or"Addiasmode"todateErkebytheimpactofinternationalgiantbrands,ordifficulttoleapintotheranksofthefirstlinebrands.ThisisErkefuturedevelopmentofstrategicpositioning,butalsoErkepeopleconstantlystrivetopursueexploration.Thereisnoperfectmanagementsystemandmanagementincentivemechanismsystem.Erkeinthebasicmanagementsystemisnotperfectmainlyreflectedinthechannel,thesinglechannel,cannoteffectivelybecauseofdifferentregionstoimplementdifferent,flexiblechannelmanagement;Coupledwiththelackofscientificincentivesystem,itisveryimportantforchanneloperationtoensurethesmoothflowofproductsinthesaleschannel,acceleratetherapidpenetrationofthemarketandlong-termreturns.Thecomprehensivequalityofmanagementteammembersandemployeesisnothigh.ErkeisintheinternationalbrandOEMcompletedtheoriginalaccumulationbeforestartingtodotheirownbrand,thisisalsothecase,leadingtothecompany'smanagementlevelisnothigh,managementtalentisstillaccumulating,talentreserveinresponsetotheinternationalizationandspecializationofthepowerisinsufficient.Thecompanyshouldintroduceoutstandingtalentsintheindustry,combinedwithlocaloutstandingtalents,toestablishaglobalmanagementteamidentifiedwithErkebrandculture,toprovideastrongdrivingforceforthecompany'sdevelopmentstrategy.2.3OpportunitiesWiththecontinuousimprovementofpeople'slifestylechange,peoplearemovingtowardssports,health,leisurechange,ErkemustseizetheopportunitytocombineErkeadvocateingtenacity,hardwork,forgingaheadofthecoreconceptoftheenterprise,strivetobeChinesepeople'sownErkebrand.Industrymarketdevelopmentpotentialishuge.Whetheritisthepost-Olympicera,thechangeofpeople'slifestyle,thetrendofruralurbanization,theincreaseofconsumption,etc.,itcanreflectthehugemarketspaceandgrowthpotentialoftheindustryitself.Thisalsoconfirmsthe"food,clothing,housingandtransportation"inthefirstplace.Increasinglyprofessionalizedandrationalizedconsumersmakethemarketgrow.Youngpeoplearestillthemainforceofsportsbrandconsumption,butwiththeoverallimprovementofthenationaleducationlevel,moreandmoreconsumerswithhighereducationlevel,soastochooseproductsandrationalconsumptionmoreprofessional,Erkemusttimelyandaccuratelyadjustthemarketingobjectives,reasonablemarketsegmentation,toimprovetheinterestsoftheenterprise,soastomeettheneedsofyoungerconsumersforproducts.Toensurethattheenterprisecanseizetheopportunitytogrow.2.4ThreatsDomesticandforeignmarketsareoccupiedbybigbrands.Onthepremiseofstronginfluence,foreignbrandsrepresentedbyNikeandAdidasrapidlyexpandinsecond-andthird-tiercitieswithsuccessfulbusinessmodelsandconstantlyenhancetheirindustrybrandstatus.Erkebroughtacertainthreat.Inthepost-financialcrisisera,costincreasesandexportdecreasesmakeErkefaceseverechallenges.Thereareabouttenthousandmanufacturersofathleticshoesinourcountry,annualproductionis5billionpairs,exports3billion,mostwithlowpriceadvantage,relyonprovidingexportsforforeignenterprisesstartedErke,inthefaceofthebrutalpricewarandthefinancialcrisisledtotheglobaleconomicmalaise,howtofacethefaceofthe"survivalcrisis"?IsstillathreattotheErke.Competitorsatthesamelevelhaveformedstrongcompetitivepressure.Xtep'sfashionableandpersonalizedproductsarenamed"DayDayUp"withthefirst-classdomesticcommunicationagencyHunanSatelliteTV,whichwinsthefavorofmostyoungdomesticconsumers.Xtep'sfashionableandyoungproductconceptiscompletelyincorporatedintotheTVprogram,whichsuccessfullyinfusethebrandandimprovesthecompetitivenessofthewholebrand.Theincreaseofdomesticlaborcostcausesgreatpressuretotheeconomicdevelopmentoftheindustry.Roundafterroundofinterestratehikesbythecentralbank,higheroilprices,coupledwiththelaunchofthenewlaborcontractlaw,domesticinflationandincreasedlivingcosts,sothatthecostofenterprisesisrising,whichisalsooneofthemainthreatsfacedbyErke.ChapterThreeAnalysisofBrandMarketingStrategyofErkeCompanyBasedontheknowledgelearnedaboutmarketingstrategies,thisstudyinvestigatesthemarketingstrategiesoftheErkesportsbrand,analyzesitsadvantagesanddisadvantages,anddeepenstheunderstandingoftheoperationmodeoftheErkesportsbrand.3.1ProductStrategy3.1.1PortfolioStrategyProductmixstrategyisthestrategythattheenterprisemakesthebestcombinationofvariousproductstofacethemarket.Makethebreadth,depthandcorrelationoftheproductportfoliointhebeststate,enhancethecompetitivenessoftheenterpriseandmaximizetheeconomicbenefits.Strengthenandimproveproductclassificationcombination,refinethevarietiesandcategoriesofclothingandfootwear,vigorouslypromotetheproductclassificationcombinationwithhighincomeandstrongcompetitiveness,expandthedepthandbreadthoftheclassificationcombination,graduallyeliminatetheproductclassificationcombinationwithlowincomeandweakcompetitiveness,andconcentrateonmakingthenetworkmarketingbiggerandstronger.Tosatisfycustomers,forallkindsofneedstousedifferentproductmix,andtoachieveconsumersatisfaction,thebeststateofenterpriseprofit.Takingthesalesofdifferentkindsofsuitsasanexample,fromtheanalysisofsalesdataandcustomerevaluation,theprofitofthecombinationofsuitsishigherthanthatofsellingindividualpiecesofclothes,andtheoverallsalesofthecombinationisnotbad.ItcanbeseenthatagoodproductmixstrategycanpromoteErkebrandtosellbetter.3.1.2BrandandTrademarkStrategyThelogoofErkesymbolizesaspirit,symbolizingtheloftyaspirationsofaswan,fearlessofchallenges,constantlystriving,andbecominganoutstandingexample.ThefirstpartistheinitiallettersEandKofERKE,whicharecombinedtoforma"Hong"characterrepresentingErke.Thesecondpartisasoaringswan,representingthebrandspiritofthecompanyandalsosymbolizingitscontinuousdevelopmentandprogress.ThelogodesignofErkeissimpleandgenerous,withprofoundmeanings,representingthecompany'svaluesandspirit,andisanimportantcomponentofthecompany'sbrandimage.Erkehopesthatthebrandcanplaytheroleofapositiveenergyproducer,encouragingyoungpeopletoalwaysmaintainapositiveandoptimisticattitudeandsmiletowardseverything,showcasingtheirownpassion,happiness,vitality,andstimulatingcreativity,imagination,andinfiniteenergy.3.1.3ProductDevelopmentStrategyAsalocalbrandinChina,Erkemustfullyutilizetheprofoundculturalconnotationsofitsowncountryandestablishtheimageofanationalbrand.Erke'ssportsproductscomplywithitsphilosophy,continuouslyimprovingcomfort,enhancingproductinnovationabilityandtechnologicalcontent.OnlyinthiswaycanErke'sonlinemarketinghaveconfidence.Atpresent,thedevelopmentofhigh-techlevelalsoplaysaveryobviousroleinclothingproducts.Inadditiontothepursuitofqualitybyyoungconsumergroups,intermsoftechnologicalinnovation,costresearchanddevelopment,researchandexplorationbasedonsportstheory,materialapplication,andscientificandtechnologicaldevicestructurecanmaketheproductionofsportsshoesandotherbrandsmorecomfortable,suchasshockabsorptioneffect.Erkemusteliminateexternalnoise,Continuouslycommittedtoimprovingthequalityofsportsproductsthemselves,investigatingconsumerinterests,andcateringtoconsumerneeds;HireaprofessionalteamofdesignerstotailorafashiondesignthatintegratesnationalstyleandproducttechnologyforErkebasedonthecharacteristicsoftheproduct;Seizetheconnectionbetweenbrandcultureandtraditionalculture,createauniquebrandculture,andwinwiderattentionandrecognition.Onlyinthiswaycanitsbrandmarketinghavemeaning.3.2PriceStrategy3.2.1PsychologicalPricingStrategyWhetheritistheproducer,thesellerorthefinalproductconsumerareextremelysensitivetotheprice,whichshowstheimportanceofagoodpricestrategy.Inthecurrentmarketingmarket,mainlytomeettheneedsofconsumers,thestatusofconsumershasbeengreatlyimprovedinmarketing,consumershavemasteredtherighttospeak.Consumersknowwhattheyneedandcontroltheinitiativeoftheproductstheyneed.Enterprisesneedtoadjustthepricestrategyintime.Intermsofpriceandperformance,enterprisesshouldgraspthepsychologyofconsumers.Therefore,Erkebrandsettheprice,canconsiderindetailthevalueofallaspectsoftheproductcompositionandconsumerpsychologytoattracttheattentionofconsumers,sothatcompetitorsfeelpressureanddevelopapricestrategytodrivethedevelopmentofenterprises.3.2.2PriceDiscountStrategyIntermsofpromotion,thepromotionalcontentofErkebrandismoretraditional,andthereisnotmuchdifferenceandinnovationwiththesamepromotionmethodsandcontentofthousandsoftimesintheindustry.Theinvestmentinpersonalizedpromotionisinsufficient,onlyforthepriceratioexplosion,combinationofpreferentialpackagingpriceoveralldiscount,whileignoringtheinfluenceofemergingmedia,thelackofemergingmarketingmeans,thepromotionalcontentisnotnovelenough.Thereisacertaindegreeoflossinthemarketcompetition.Itsbrandcanfollowthefootstepsofemergingmedia,timelygraspallkindsofeffectiveinformation,increasethepromotionofholidaysandotherspecialdays,graspthecriticalpoint,attractconsumers,createmoremarketvalue.3.3PlaceStrategy3.3.1DirectPlaceFromtheperspectiveofsportsbrandmarketingchannels,atpresent,Erkebrandmainlyfocusesonfranchisestores.Thissaleschannelcandirectlyserveconsumers,efficientlysolvetheproblemsencounteredbyconsumers,andbringbettershoppingexperiencetoconsumers.Inrecentyears,domesticsportsbrandshaveadoptedregionalagencysystemandretailfranchisesystemtobuildahugeandunblockedmarketingnetwork,constantlystrivetoimprovemarketshare,andbuildtheirownterminalchannels.LiNing,ErkeandTebuhavegonethroughtheexperienceofgeneralagent,branchcompanyandself-builtchannel,andhaveenteredthefirst-linemarketfromthethird-linemarkettothesecond-linemarket.Inthe21stcentury,ErkebrandhasgraduallyestablishedasportsgoodsmonopolysysteminChina,upgradedthedistributionchannelaccordingtolocalconditions,andjointlydevelopedtheterminalmarketwithdealerstoachieveawin-winsituation.Ontheonehand,accordingtoconsumerpreferencesandhabits,setupstoreswithlargepassengerflowinthethird-tiercitiesathomeandabroad,improvebrandawarenessandpromotesales;ontheotherhand,setupmultiplestoresinthenetworklayoutofsecond-tiercitiesandfirst-tiercities,andcontinuetoimprovethemarketshareoffirst-tierandsecond-tiercities.TheunifiedlayoutofheadquartersandfranchisedstoresinallregionshaspromotedtheformationofacomprehensivecobwebchannelstructurefortheErkebrand.Developedcitieshavemoreonlineandofflineinteractivechannelstoattractmoreyoungconsumers.Atpresent,Erkehasnearly6000storesinChina,andhasestablishedthemostcompletemarketingnetworkcoveringthefirst,secondandthirdlinesinChina,becomingaleaderinthesportsgoodsindustry.3.3.2TraditionalMarketingPlaceNowadays,withtherapiddevelopmentofthenetwork,shortvideoe-commerce,livee-commerceandothermarketingchannelsappear.However,Erkestillfocusesontheproductitselfandreliesonasinglechannelofofflinephysicalstoreswhileignoringmultipleonlinechannels,whichmakesitssaleschannelslimitedanditssalesvolumeisnotoptimistic.Notconducivetocompetewithotherstrongcompetitors,thelossofthelargerconsumermarket.Therefore,inordertoexpandthemarketingmarketinthefuture,wealsoneedtochangeourthinkingandexploremoreabundantmarketingapproaches.Erkebrandshouldstrengthenitsadaptationtothemodeoflivebroadcasting,transformtoonlinechannelsandlivedelivery,formaclosedloopofonlineandofflinemarketingandexpandsales.3.4PromotionStrategy3.4.1CriticalPriceStrategyWiththecontinuousriseandinfluxofforeignsportsbrands,manyenterpriseshavemadeeffortstooccupythesportsmarket.Foreignbrandshavealwaysbeenstrongcompetitors.Inaddition,clothingandfootwearareseasonalproducts,andconsumersbuyaccordingtotheirownneeds.Therefore,poorcontrolofthenumberofproductswillleadtounsalableproductsandaccumulationofwarehouses.Therefore,itisnecessarytopromoteclothingandfootwearthatareonthevergeofbeingeliminatedandcannotfollowthemoderntrend,Amongthem,thecriticalpriceisoneofthemeansofpromotion.Inmarketing,itreferstothepricevaluethatisclosesttotheoriginalprice,butdifferentfromtheoriginalprice,whichmakescustomershavethefirstillusionofvisionandperception.Forexample,thelistpriceof10yuangoodsis9.9yuan;Taketheoriginalpriceof100yuanasanexample,thenthecriticalpricecanbesetto99yuanor99.9yuan.Thecriticalpriceistotakeadvantageofthepsychologicalfactorsofsomecustomers:givecustomersavisualerrorandleaveapotentialhinttocustomers.Thepriceof100yuanisexpensive,butthepriceof99yuanisnotexpensive.Itisthispsychologicalfactorthatenablesmostenterprisestobettercarryoutmarketing.Erkebrandusesthis"criticalprice"promotionstrategy,togetherwithvariouspreferentialactivitiesheldontheonlineconsumptionplatform,suchasgatheringandsavingmoney,fullreduction,pointsandotheractivities,accordingtoitsownproductioncosts,intheprincipleofnotallowingtoomuchloss,tostimulateconsumers,hitthepsychologicaldefenseofcustomers,usedigitalpressuretopromoteconsumption,andreducethebacklogofgoodsinthewarehouse.Butunlikethepricereductionpromotion,thispricewillnotmakethestorelosetoomuchmoney,forexample,100yuanand99.90yuan,butthedifferenceisonly0.10yuan.Theadvantageistostimulateconsumptiondesireatalowercost;Thewrongvisionleadstothepersonalizationofthestore,whichcaneasilyachievethepromotioneffect;Thewayofpricecombinationisdiverse,andthewayofattractingcustomersisnolongersingle.Therefore,Erkemakesfulluseofthispromotionmethodtoseizethegoodopportunitytodrivethepurchasedesireofconsumers,thusincreasingitssales,enablingittogainafavorablepositioninthemarketcompetitionandincreaseitsinfluence.3.4.2PriceDifferentialStrategyInmarketing,productpricingusuallytakesintoaccountthecostoftheproductitself,thepurchasecostofconsumers,theexpectedpriceofconsumers,andtheaddedvalueinthemarketingprocess.Theproductpriceisdirectlyrelatedtothemarketdemandandprofit.Atthesametime,itneedstoconsidertheproductmarketshare,whichisthemostactivefactorinthemarketingmix.Asanationalbrand,Antahasalwaysbeenfamousforitshighcostperformance.Intermsoftheproductioncostoftheproductitself,therunningshoesshouldbebetween100-300yuan,andthebasketballshoesshouldbenomorethan500yuan.ThisisbecauseErkehasitsownmanufacturer,andhaschosentoproducesportsshoesandclothinginlabor-intensiveareas,reducingtheproductioncostinalargerange.Underthesamepremiseofcooperationwithfamousplayers,althoughtheproductshaveaddedvalueandaddedcost,comparedwiththepriceof1000-1200yuanforthiskindofsneakerproductsofinternationalbrands,theErkebrandhasalwaysmaintainedtheadvantageoflowpriceandhighquality,controlledthepurchasecostofconsumersinacertainprofitspace,sothattheenterprisehasitsownprofitspace,andreducedthemonetaryexpenditureinthepurchasecostofconsumers.SinceErkehasavarietyofbrands,anddifferentbrandsenterdifferentmarketsandfacedifferentconsumergroups,theirfunctionality,technologyanddesignhavedifferentlevelsanddistinctions.Therefore,basedonthecharacteristicsofdifferentstoresofdifferentbrandsunderErke,pricingdifferentiation,brandandproductclassification,anddifferentoperationmanagementarecarriedout.Forexample,Erke'smainbrandandAnta'spositioninginthemassmarket,consumerspaymoreattentiontocost-effectiveness,functionalityandfashionsensethanprofessionaltechnology,coveringavarietyofbasicandconvenientsports,withawideaudience,withapricerangeof200-500,afewofwhichareendorsedbyinternationalstars,andthepriceoftrendynewproductsisrelativelyhigh,butalsobasicallywithin800yuan.3.4.3Time-limitedDiscountStrategyPromotionisoneofthemainmeansofcompetitionforvariousbrands.Enterprisesgenerallyadjustproductpricesbyunderstandingcompetitors'pricesandconductingapsychologicalwaragainstcompetitorsandconsumersthroughpromotionalactivities.Forpillarproducts,thecustomerbaseisrelativelystable,sothepriceshouldbemaintainedrelativelystable,soastomaintainthebrandimageandpromotethehealthyandorderlydevelopmentofthemarket.Whenabrandentersanewmarketorlaunchesanewproduct,itneedsstrongerpromotionandlimited-timediscountactivitiestostimulateconsumerstoconsumeandgraspthegoldenstageofproductsales.Whenmakingpromotionplans,itisnecessarytoconductsufficientmarketresearch,closelyobservethepricechangesofcompetitors,conductresearchandanalysisofconsumptionscenarios,promotionchannelsandlocations,etc.,soastoensureastableandcompetitivepromotionallimitedtimepricestrategy.ChapterFourSuggestionsontheMarketingStrategyofErkeThepreviouschapteranalyzedtheadvantagesanddisadvantagesofErke'smarketingstrategy,sothischapterputsforwardsomesuggestionsforitsshortcomings,hopingtohavecertainreferencevalueandhelpitsdevelopment.4.1InnovationofProductDesignandImprovementofProductQualityEnhanceproductdevelopmentandinnovation,isanimportantbasisforErkesportsbrandtopromotebrandinternationalization,inthehomogenizationofthesportsgoodsmarkettoday,whoseproductshavemorenovelcreativity,whoseproductshavemoreadvancedtechnology,whocanobtaintheimportantchipsinthemarketcompetition,sostrengthenproductinnovationforErkecompanyisparticularlyimportant.ErkeCompanyshouldincreasetheinvestmentinproductresearch,forexample,thecompanycanpropose5%to7%oftheannualsalesrevenueasaspecialfundtoinvestinproductresearchanddevelopment.Inadditiontocapitalinvestment,thecompanyalsoneedstoincreaseinvestmentinhumanresources.Thecompanyshouldrecruitagroupofscientificandtechnicalpersonnelandproductdesignersinaplannedwayinthefuture.ErkeCompany'sR&Dteamconstantlyinjectnewvitalitytoensurecontinuoustechnologicalinnovation.Thecompanyshouldalsostrengthentheprotectionofcoretechnologiesandintellectualpropertyrights,andlaunchmoreproductswithindependentintellectualpropertyrights.4.2ReasonablePriceAdjustmentandPriceSeparationProductpricingusuallyconsidersthecostoftheproductitself,thepurchasecostofconsumers,theexpectedpriceofconsumers,andtheaddedvalueinthemarketingprocess.Productpriceisdirectlyrelatedtothelevelofmarketdemandandprofit.Atthesametime,itisnecessarytoconsiderthemarketshareoftheproduct,whichisthemostactivefactorinthemarketingmix.Asanationalbrand,Erkehasalwaysbeenknownforhighcostperformance.Erkeinthepursuitofmarket