Traditional Culture Encyclopedia - Travel guide - How is the sports market, as one of the professional markets, different from other types of professional markets?

How is the sports market, as one of the professional markets, different from other types of professional markets?

As one of the professional markets, how does the sports market differ from other types of professional markets: sports marketing strategy, sports marketing environment, market positioning and entry, market competition strategy, distribution channels.

The sports market is a special industry market and an exchange market for tangible sports products and sports service products. The sports market includes fixed markets, such as stadium facilities, sports goods markets, etc.; mobile markets, such as sports services provided by various fitness clubs, sports tourism and sports advertising operations, etc. Sports marketing is a marketing activity that uses sports activities as a carrier to promote one's own products and brands. It is a means of marketing. It mainly includes the following aspects:

1. Sports marketing strategy: Strategy refers to the overall and far-reaching planning of things. Sports marketing strategy refers to the overall design and planning of the marketing development of the enterprise within a certain period of time by the sports commodity business unit under the guidance of modern marketing concepts in order to achieve its economic goals. In the context of increasingly fierce market competition, in order to effectively carry out business activities and achieve its business goals, sports business units must understand and act on the concepts and strategic characteristics of marketing. Based on the needs of the target market, comprehensively analyze and consider various environmental factors of marketing, and select effective market background strategies.

2. Sports marketing environment: The environmental factors of enterprise competition mainly refer to various pressure factors on enterprises in addition to the social and cultural environment, such as Professor Michael Porter, a famous management scientist at Harvard University As stated in "Competition Guide", an enterprise usually has competitive pressure from five aspects, namely, pressure from competitors in the same industry, pressure from potential rivals in the same industry that may join, and pressure from suppliers to move forward ( (from providing raw materials or semi-finished products to developing products by itself), pressure from buyers, and pressure from substitute producers.

3. Market positioning and entry: Market positioning refers to the establishment and development of differentiated competitive advantages by sports business units based on market competition and their own resource conditions, so that their products can differentiate and differentiate among consumers. A unique image that outperforms competing products. This unique image can be tangible or intangible. After analyzing the market environment, enterprises should highlight their own market advantages and establish market positioning.

That is, companies need to understand what is the best sports product expected by consumers in a certain market segment? Market entry strategy is the decision-making process for sports business units to make reliable measures and guarantees in terms of production capacity and sales capacity when occupying the target market at the right time to ensure that sports products can enter the market smoothly. Its content mainly includes two aspects: production capacity formation decision-making and sales capacity formation decision-making.

4. Market competition strategy: The law of market development is survival of the fittest, and its distinctive feature is competition. Competition can promote the economic development of enterprises and the improvement of economic benefits. Enterprises should establish a clear concept of competition, flexibly use price and non-price competition methods, adopt the principles and methods of "I have what people don't have, I have good people, I have good people, I have new people, I have integrity when people are new, I have integrity when people are good", and formulate corporate To develop a competitive strategy, you must be well aware of the competitive environment and situation in order to be able to implement it with ease.

5. Distribution channels: In real social and economic activities, the vast majority of producers do not sell their products directly to end users, but transfer the products to end consumers through distribution channels. . The most successful companies at present do not narrowly solve the price conflict between online and offline, but harmoniously cultivate customers through multiple channels. Channels have three levels: promotion, transaction and service. Only by exerting different functions can channel conflicts change from subtraction to addition, and from addition to multiplication.