IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-098-5_178.html

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

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

Author

Listed:
  • Yipeng Nie

    (Shanghai Maritime University, School of Economics & Management)

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.

Suggested Citation

  • Yipeng Nie, 2023. "ANTA’s Marketing Strategy in Domestic Market Based on SWOT Analysis--Take High-tech Products for Instance," Advances in Economics, Business and Management Research, in: Hrushikesh Mallick & Gaikar Vilas B. & Ong Tze San (ed.), Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), pages 1575-1586, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-098-5_178
    DOI: 10.2991/978-94-6463-098-5_178
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-098-5_178. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.