Further analysis of high-end sporting goods market

Further analysis of the high-end sporting goods market Date:2014-11-26 14:11
Throughout the sporting goods market, in the promotion of the market, it has been found that the increasingly competitive high-end sporting goods market still follows the middle and low-end sporting goods market. It is also nothing less than discounted gifts, bundled sales, on-site promotional activities, etc. The various marketing activities related to the middle and low-end sporting goods markets have not received the favor of high-end sports goods customers, resulting in little success. The price promotion cannot basically play its due role in the high-end sports goods market. This kind of invalidity has brought great confusion to the entire industry. It seems that the promotion effect of the high-end sports products market has encountered a bottleneck: is the customer appeal in the high-end sports goods market different from the target customer? The decline in price sensitivity is not due to price changes in the purchase of such products. In these markets, if price promotions do not have a direct and effective effect on these customers, what kind of marketing strategies will be adopted as distributors and manufacturers? How effective is it? Has been in management circles since the 1990s Occupy an important position. Some management scholars have interpreted and analyzed this concept from different perspectives and have been widely used in management practices. In economics, customer value is the difference between the value the customer acquires and the cost paid. In terms of drivers of customer value, Parasuraman's customer value is generally recognized. He believes that customer value is mainly supplemented by follow-up research that consists of product quality, service quality, and price factors. He believes that brand equity, organizational learning, or knowledge integration is also a driver of customer value. Fan Xiucheng believes that brand name and brand identity can help customers to interpret the identification information of products or services, simplify purchase decisions, reduce customers' purchase risks, and enhance purchase confidence, thus affecting customers' choices and preferences. Different understandings of customer values ​​and drivers above. Although there are differences, but after tracing the sources, they all essentially excavated the value of the customer from the product itself and the product's value appeal that can bring to consumers, and understand the consumer more abstractly and deeply in the purchase decision process. Pursuit of value and purchase motivation. Therefore, this article will use empirical research to explore the value composition of consumers in the high-end sports products market in the purchase decision-making process in China, and explore the value appeal hidden in these target customers' purchase motivation. Market segmentation is one of the most innovative concepts in the field of marketing in recent years. The method of subdividing the market based on customer value has been widely used in the field of marketing. Haley first proposed the concept of market segmentation based on customer value preferences. He pointed out that the value people are looking for in the selection and consumption of products is the real reason for the existence of market segmentation. Through the search for different product characteristics for the consumer appeals to consumers, can effectively market segmentation Chinese scholars based on China's national conditions, also made a greater contribution in this regard. Liang Jiangchuan, etc. based on the different interests of tourists, the high-grade hot spring resort in Guangdong Province, the tourists were subdivided into a marketing strategy for hot spring tourism. From China's durable consumer goods, to obtain the relevant consumer preferences factors affecting Chinese consumers' purchase decision. Based on this, based on the interest-based market segmentation of Chinese consumers, it provides strong theoretical support for the study of Chinese consumers' purchase behavior. The application of customer value to the sports goods market is the result of growing diversity of demand for sporting goods. . Because even with the same sporting goods, consumers show different purchasing behaviors or preferences because of the different values ​​they seek. From the perspective of a consumer-oriented market, it is very important to understand what kind of benefits consumers want from sports products or corresponding services in order to identify market segments and grasp the characteristics of market segments. In the specific market segment of high-end sporting goods, due to the different economic conditions, cultural backgrounds, and hobbies and interests of consumers, the value preferences of these consumers need to be analyzed and grasped. Only by finding the value preferences of customers in this segmented market and designing their products and their entire value chain based on these preferences can an enterprise be able to effectively win the long-term loyalty of these consumers in order to gain competitive advantage and enhance the competitiveness of the company. Discuss the composition of customer value in the high-end sports goods market, and then based on these value factors, further analyze the high-end sports goods market, and finally according to the value of these consumers, put forward the corresponding marketing strategy and test.

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