市场营销。

I.Introduction1.Background:Inthedomesticsportsshoesmarket,itpresentstheovercompetitionbetweentheinternationalbrandandthedomesticbrand,theinternationalbrandsuchasNike,Adidas,Puma,UmbroandConversehavetakenthehighsectioninthesportsshoesmarketwiththeirhighdesigntechnology,goodbrandpromotionstrategyandprecisepricesystem.Thesebrandsbelongingtoasynergeticcompetitionstagejointlymaintaintheimageofforeignhighqualitybrand.Thiskindofproductmainlyoccupiesinthebigcity.Ontheotherhand,forthedomesticbrand,LiNinhasimproveditspositionintheshareofthehigh-sectionmarket.Itconstantlyreducesthedistancewiththeinternationalbrand.Butthereexactlyexistsseveralproblemsduringtheprocessofdevelopmentwithdomesticshoeenterprises.Forinstance,brandpositioningsimilarisacommonphenomenon,Theproductsofdifferentbandsaresimilarinstylesandquality.Theyarelackoffeatures,onlylowpricearetheirweapons.Andmostofthebrandmarketinglevelislow,evenforbrandrecognitionofthevalueisnotenough.Warriorhasmanagedformorethan80years,itisaclassicbrand.Butnow,peoplestillunderstanditintheirmemoryofchildhood,Warriorisjuststandingforbasketballshoesorevenkidsshoes.Warrior,thisbrandnowfacesaseveresituation,especiallyinthefaceofthesneakermarketinChina,whichgivelotsofpressuretoWarrior.OurmarketplanaimstoanalyzeWarrior’sproblemsandgiveabetterevaluation.Wehopetorebrandit.2.LongTerm:Afteraproperandcomprehensiveplanandwithinsistenthardworkingandcontinuouspracticing,wehopetomakeWarriorbecomethetopsportsbrandaswellasNikeandAdidasintheworld.3.ShortTerm:Infiveyears,wehopetoimprovetheawarenessofthebrandandthemarketshareinteenagerssothatWarriorcancompetewithLiNin,Anta,Peakandotherintermediatesportsbrands.4.TargetMarket:Ourmajortargetmarketisinglobalteenagesegmentintheaspectofsportsandrelaxation.Andproduceaseriesofrelativeproductsbasingintheteenageproducts.Finally,wehopetoformacompleteindustrialchainII.ProductionDescription1.Marketplaceadvantage1.1.Price:Thepriceislowandpubliciseasytoacceptit.1.2.Quality:Warriormadebygoodqualitymaterial,wearingwithcomfort,abrasionresistanceandadhesion.2.Willingnesstoadapt:AsaoldbrandinChina,Warriorhasalonghistoryandconsumersarestillwillingtobuysuchbrandasadomestic.ConsiderableamountsofpeoplehavefaithinWarrior,especiallyinthegroupsofpeoplewhowereborninthe60sor70s.3.Potentialresistance3.1.Similarproductcompetition:ThecompetitionwiththesimilarbrandasNike,Adidas,Converse,Puma,Reebok,Kappa,Umbro,Peak,Anta,LiNinandXteppushlargesumsofpressuretothedevelopmentofWarriorinmarketshare.3.2.Style:Thestyleistoosimpleanddesignissingle,whichcouldnotbeaccordwithyouth.4.tentialsharesize:Themarketshareinsportssneakersisstillquitelarge,fortheyoungmenprefertobuytheforeignbrandproductsratherthandomestics.WeshouldbuildanewstyleoffashionforWarrior.(Domesticwind)Theyoungconsumerswilladaptitmoreandmore.AndherestillexistsalargeamountofpopulationwhoprefertochooseWarriorbecauseoftheiroldmemory.Thesepeoplecouldnotbeneglected,too.III.TargetMarketAInfluencefactorsoftargetmarket:1.History:Warriorwasmadein1927,ithasa84yearshistory.AnditalsohasaimportantpositioninmanyChinesehearts.TouseitcorrectlyisthekeytoWarrior.2.Legalenvironment:Thelawsinvolvedinthisindustryinclude:Productqualitylaw,SUN&DAYandProductlabeltaggingrules.3.Currentgovernment:Warriorwasinfluencedbythepolicyof“Statemonopolyforpurchaseandmarketing”inthepasttime.Afterthegovernmentcanceledthispolicy,Warriorbegantocreateitsindependentoperationsystem.AndnowthegovernmenthasintroducedseveralpoliciesandestablishedsomaelawstoregulateandstimulatethedevelopmentofChina’sownshoe’scorporations.Theselawsanddocumentsinclude:thefiveyeardevelopmentprograminsportsindustry,Sportsreformanddevelopmentprogramsfrom2001to2011andthefiveyearinmasssportscareerdevelopmentplan.4.Housing:Thestorelocationandtherentforstores.5.Labor:Salesinpersonnelandsecurity.6.Economics:Withtheopeningandreformpolicy,China’seconomylevelisincreasing.Consumerhasmoreincomeandpurchasingpowerisupgradinginthesametime.7.Distributionchannels:Distributionchannelsshouldnotbeneglectedforcompanies,fortheyareregardedastheimportantlinkofall.ForWarrior,thedistributionchannelsmainlyconsistoflargeshoeshopping,centerwarehousestores,departmentstores,andnetworkflagshipstore.TocombinethewayofSinglebrandmonopolywiththewayofdiversifiedcompetitioninsale,whichcouldformastrongcompetitiveadvantage.8.Advertisingmedia:Accordingtothetargetgroupwhichiswithmodernvigor,withrichpersonalityofegoandwiththetideoffashion.Peopleareusedtotheinformationageandtheyareallfamiliarwiththemobilephone,networkdigitalTV,etc.Inaddition,moreandmoreyoungpeopleimmersedinnetworkandcellphoneindailylife,foodandclothing.SoitisimportanttochooseapopulargatewaysuchasQQ.com,RenRen.comandThunder.comwhichtheyouthlikeandprefertolook.BProfilelocalconsumerbuyinghabits:1.Consumercharacteristicsdescription：NowadaysChineseyoungconsumergroupsmainlyconsistofpeopleagingfromthegenerationafter80sand90s.Theypursuefreedomandfashion.Facingthepressureofsocialworkandlearning,theycryoutforarecreationalandfashionablelifeelement.2.Shoppinghabits(p