基于4P理论浅析中国飞跃公司存在的问题及对策.docx

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摘要

\t/item/4p/_blank市场营销组合观念中，4P是指：\t/item/4p/_blank产品（product）\t/item/4p/_blank价格（price）\t/item/4p/_blank渠道（place）\t/item/4p/_blank促销（promotion），\t/item/4p/_blank4P理论是营销策略的基础。社会不断发展，市场变换莫测，企业要想提高市场份额，仅靠以前单一的营销策略是做不到的，作为较晚起步的本土体育用品企业，需要应对更激动猛烈的市场竞争，根据4P进行展开营销活动，能更好的推广产品和提升销量。企业以自身产品作为依据，不同进程的寿命周期需要不同的营销侧重，从4P的角度出发，对其投入的力度按进程加重。

本文以此为背景，通过对中国飞跃公司的调查，从四个方面浅要分析其在4P上存在的问题，最后对飞跃提出重新定位产品达到多元化、对应产品定位分散价格区间、开设线上正品旗舰店，增加线下体验渠道、进行有效促销组合，提高消费者认可度这四个方面的可行性建议。满足目标市场的需求以适应更复杂的外部环境，提高企业竞争力以及获得市场认可度，得到更多的市场份额和利润。

关键词：体育用品企业4P理论存在问题对策飞跃

Abstract

Pointoutfromthemarketingmixconcept,4Prefersto:ProductPrice(place)promotion,4Ptheoryisthebasisofmarketingstrategy.Societyisconstantlyevolving,Marketsareunpredictable,enterprisescannotincreasetheirmarketsharebyonlyrelyingontheprevioussinglemarketingstrategy.Asalate-startlocalsportsequipmententerprises,theyneedtodealwithmoreintensemarketcompetition,Developamarketingcampaignbasedonthe4P,canbetterpromoteproductsandincreasesales.Enterprisestaketheirownproductsasthebasis,thelifecycleofdifferentprocessesneeddifferentmarketingfocus,fromtheperspectiveof4P,theintensityoftheirinputinaccordancewiththeprocess.

Basedonthisbackground,throughtheinvestigationofChinaLeapCorporation,thispaperanalyzestheproblemsin4Pfromfouraspects,finally,toleapforwardtorepositionproductstoachievediversification,correspondingproductpositioningscatteredpricerange,theopeningoftheonlineflagshipstoreauthentic,increasetheofflineexperiencechannel,effectivepromotionmix,toimproveconsumeracceptanceofthesefouraspectsofthefeasibilityofrecommendations.Meettheneedsofthetargetmarkettoadapttothemorecomplexexternalenvironment,improvethecompetitivenessofenterprisesandobtainmarketrecognition,getmoremarketshareandprofits.

Keywords:Sportinggoodsenterpris