准者体育有限公司的市场营销战略分析  

An Analysis of the Marketing Strategy of Zhunzhe Sports Co.,Ltd

作　　者：张亚森 国勇 Zhang Yasen;Guo Yong(Harbin sport university,Harbin 150000,China.)

机构地区：[1]哈尔滨体育学院,黑龙江哈尔滨150000

出　　处：《体育科技文献通报》2023年第2期191-192,214,共3页Bulletin of Sport Science & Technology

基　　金：黑龙江省大学生创新训练计划项目(项目编号:S202210242001)。

摘　　要：随着经济全球化和我国体育产业的不断深化发展,中国的体育用品产业也得到了迅速成长。准者体育经过短短几年的发展,已开始得到广大消费者的认可。但是面对日益激烈的产品竞争,准者体育仍需不断努力提高自己的产品质量和完善自己的营销策略,提升自己的竞争力,争取早日走向世界。本文以准者体育有限公司为案例对其进行STP战略和4PS策略分析,总结归纳其成功经验,可以为助力我国更多体育企业实现良性运营、体育产业进一步做大做强所参考。With the economic globalization and the continuous development of China’s sports industry,China’s sporting goods industry has also seen rapid development.Zhunzhe Sports Co.,Ltd,after a few years of hard development,has begun to be recognized by the majority of consumers,but in the face of increasingly fierce product competition,it still needs to make continuous efforts to improve its product quality and improve its marketing strategy,enhance its competitiveness and strive for exploring the global market as soon as possible.Taking Zhunzhe Sports Co.,Ltd as an example,the STP strategies and 4PS strategies are analyzed,so as to provide reference for expanding Chinese sports industry.

关 键 词：STP战略 4PS策略 市场营销 体育产业 准者体育 

分 类 号：G80-05[文化科学—运动人体科学]