Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

<Previous Article In Volume
Next Article In Volume>

ANTA’s Marketing Strategy in Domestic Market Based on SWOT Analysis--Take High-tech Products for Instance

Authors
Yipeng Nie1, *
1School of Economics & Management, Shanghai Maritime University, Shanghai, China
*Corresponding author. Email: 201910733125@shmtu.edu.cn
Corresponding Author
Yipeng Nie
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_178How to use a DOI?
Keywords
Marketing Mix Theory; SWOT Analysis; Marketing Strategy; Domestic Sports Brand; ANTA Sports
Abstract

ANTA, a well-known Chinese sports brand, received unprecedented attention during the 2022 Beijing Winter Olympics. The volume of sales of its high-tech products, on the other hand, has not increased as much as that of its low-priced products. The goal of this study was to figure out what was causing the low sales volume of ANTA's high-tech products. The Marketing Mix Theory was used to analyse the situation of ANTA's high-tech products in this study. This research identified ANTA's current shortcomings by utilizing the SWOT analysis and a combination of data from Anta's annual report and data from the Internet. The most important measure Anta should take, according to this research, was to increase the research and development investment. As a result, this research could assist ANTA in increasing high-tech product sales and provide other domestic brands with a method to solve a similar problem, while also filling a theoretical void in the sport products field.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
10.2991/978-94-6463-098-5_178
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_178How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yipeng Nie
PY  - 2022
DA  - 2022/12/27
TI  - ANTA’s Marketing Strategy in Domestic Market Based on SWOT Analysis--Take High-tech Products for Instance
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1575
EP  - 1586
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_178
DO  - 10.2991/978-94-6463-098-5_178
ID  - Nie2022
ER  -