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Market positioning strategy and thinking problem

2021-04-01 来源: 51Due教员组 类别: Essay范文

下面为大家整理一篇关于Market positioning strategy and thinking problem的代写范文,供大家参考学习。在激烈的市场竞争中,要想打造强大的品牌,获得市场的认可,就必须坚持技术创新。361度,坚持以科技为先导,开发自己的核心技术和产品,得到市场的认可。我们可以借鉴耐克的产品开发中心,让更多的研究人员参与,如运动学、材料科学、生物学、工业设计等,以优秀的产品开发能力、专业的功能和流行的外观不断推出运动产品,引领潮流风格和放心的质量。

 

361 Degrees produces a wide range of products, including basketball, running, Wang Yu, life, outdoor, comprehensive training, culture, shoes, jewelry 9 series. [6]361 Deo focuses on its own product line, namely the sports and professional sports field, which is related to the positioning of its rival Nike in basketball; Associated with Adidas Soccer; Ning's research found that most Chinese running is primarily an outdoor exercise, so it is related to runners. However, 361 Deo is not its core product, especially in the mainstream sports category, there is no 361 Deo consumer brand and the first link of sports category. It can't be 361 degrees to allow the public to have a deeper understanding, and even can't keep up with the pace of international brands, products sell well on the crowd, own brand products also does not have the thinking on the development of the innovation, causing repetitive manufacturing, for some need to develop without the development of space, there are a lot of development or products but failed to grasp. The diversified product management model of 361 degree enterprises may indeed lead to the loss or weakening of core competitiveness.

 

At the same time, relying on the advanced management concept of 361 degrees brand value as the management orientation, combining with the reasonable reference of high standard international research and development experience, the company has established three major business centers of footwear, clothing and accessories, and introduced domestic personnel with rich research and development experience to participate in the product group research and development work [7]. But with the development of competitive sports, the technical content of sports equipment is more and more high, and the technical innovation ability of sports goods enterprises is more and more important to the development of enterprises. Although 361 Degrees has created "maglev, super gecko grip, cheetah horizontal frame" and other technologies, but compared with Adidas, Nike and other international leading brands, the product technology content is still relatively low, new materials, new technology is less, the product replacement speed is slow, can not meet the needs of more consumers. Therefore, 361 degree needs to constantly improve the ability of independent innovation and have more core technologies.

 

The so-called brand appeal is to tell consumers what they need and meet their needs. Brand is a kind of emotional appeal, which concentrates emotions in front of consumers and makes consumers feel good. However, there is a considerable gap between 361 degrees and foreign brands in the brand appeal, which often "mismatches" the company's brand appeal and brand products, and the brand image can not be satisfied. The association is not easy to be vague or unclear, and is not specific. In 2008, 361 Deg's brand slogan was "Dare to be yourself", highlighting a "dare", which emphasizes personality and brand image. In 2009, when the slogan was changed to "Love more than once", everyone's heart mainly expressed the sincere and simple love for sports, whether in work, study, life, or in the side of people and things, as long as we love again we will be sure to succeed. Although the slogan is very positive, it is easy to generate vague consumer brand confusion [8].

 

361 degrees carries out market segmentation, finds out the market gap or the market has been developed but can not meet the needs of consumers, and combines its own operating conditions and advantages, takes it as the core product, increases publicity, and clearly tells consumers to cultivate professional concepts. On the basis of clear core products, make use of existing resources and good reputation, reasonable extension of product sales, so that the enterprise further expand, performance further growth. Consumers can also take advantage of the popularity and awareness of existing brands to launch separate brands or new products, shorten the time, reduce risks and quickly occupy the market.

 

In the fierce market competition, to create a strong brand recognized by the market, we must adhere to technological innovation. 361 Degrees adheres to science and technology and develops products with its own core technology, which has been recognized by the market. We can learn from Nike in the product development center, and let more researchers participate, such as kinematics, material science, biology, industrial design, etc. With superior product development ability, we can continuously launch popular appearance and sports products with professional functions, trend-setting style and reassuring quality [9]. It can also break away from product management and brand management and pay attention to technological innovation, product development and brand marketing. At the same time, people, material and financial integration, focus on innovation, constantly launch new products, meet the needs of more consumers, attract potential customers, and consolidate consumer brand loyalty and reputation.

 

Brand positioning is the foundation of brand creation, the premise of successful brand management, the best combination of brand image, and the best combination of finding target consumer groups in the process. The brand appeal of 361 degrees should be combined with the target consumer groups. Once the positioning is made, it must be maintained for a long time. After all, brand customers have no obligation to pay extra attention to it. In this highly competitive market, enterprises must continue to adhere to the established brand positioning, strengthen the brand image, enterprises must constantly understand the competitive situation, consumers and the direction of future development goals

 

As a leading brand in China's sporting goods industry, 361 Degrees has always been committed to supporting the development of sports in China. 361 degrees can take advantage of their own economic strength and good market reputation, in the cooperation of domestic activity at the same time can also have business value and local activities, in the cooperation project in some local traditions, you can also play an active role in their body, so as to let the consumer more familiar with the brand, you can dig more potential customers, can also set a good image for your brand.

 

Although 361 degrees has developed rapidly in recent years, 361 degrees is still small with leading sports brands such as Li Ning and Anta. According to relevant data, 361 degrees sports wear occupies only 4.2% of the mainland market. This, after all, followed by peers, there are a lot of the same product and same orientation, intensive advertising aghast that a fertile soil, a 361 - degree not completely get rid of the pursuit, to a certain extent, such as li ning, anta, li ning, anta, 361 degrees of credibility, there are some difference, you want to catch up with li ning, anta, you'll be constantly working to find different. You can focus on consumer groups, research and development. To appreciate consumers of different ages and levels, enterprises should conduct market research regularly, especially in the field where college students gather. More and more consumers should timely conduct research on the research and development of corresponding products according to the aesthetic level, improve the product quality and enhance the competitiveness of public credibility.

 

From the current situation, 361 degrees in many domestic competitors are very strong, but for a long time with the improvement of China's national strength, scientific and technological strength and creative industry continues to strengthen, and the distance with international standards narrowed, one of a group of international famous brands 361 degrees in the technical belief is close, so as to enhance the competitive advantage of 361 degrees; With the improvement of people's living standards, from the perspective of consumer psychology, Li Ning, Nike and other top brands are further popularized, we must go back to pursue another kind of consumer belief, which creates opportunities for new brands, so 361 degrees has a very broad development prospect, how to grasp the opportunities, we need a long-term market strategy.


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