Research on Anta's Marketing Strategy

DOI

10.2991/978-94-6463-098-5_222How to use a DOI?

Keywords

Winter Olympics; Anta; Marketing; Strategy; sporting goods

Abstract

As a famous sporting goods enterprise in China, Anta Sporting Goods Company has regained the attention of the society as the official partner of the 2022 Beijing Winter Olympics. With the fierce competition in the market and changes in the market environment, Anta is constantly updating its own operation and market strategy. This paper analyzes Anta's current operation from the perspective of financial and market strategy, based on qualitative analysis and literature summary. This paper will take Anta as the research object in detail, deeply analyze the advantages and disadvantages of Anta's marketing strategy, and at the same time, give suggestions for improvement in view of the problems existing in Anta enterprises.

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.

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TY  - CONF
AU  - Zhaoai Liu
PY  - 2022
DA  - 2022/12/27
TI  - Research on Anta's Marketing Strategy
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1969
EP  - 1978
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_222
DO  - 10.2991/978-94-6463-098-5_222
ID  - Liu2022
ER  -