Research on the Problems and Strategy Optimization of Erke’s Marketing Strategy based on the Chinese Market

Abstract

In the context of the continuous development of spiritual and cultural construction based on national economic and social development, China’s sports industry has developed well, and people’s consumption of sports products has increased significantly. Based on the analysis of the marketing strategy of Erke, a famous sports goods brand in China, this paper provides an effective and feasible product strategy for Erke’s brand marketing strategy: the cultural strategy of consolidating the brand and development towards internationalization. To help Erke strengthen its brand construction in China, build it into a world-famous sports brand, and improve the international competitiveness and enterprise value of sports goods enterprises. We will help enterprises maintain their domestic market share by adopting appropriate international strategies, upgrading their production methods, and transforming their business models. This paper puts forward clear suggestions for improving Erke’s marketing strategy to help Erke consolidate the domestic market and improve its competitiveness, which is of practical significance for the future development of Erke.