Abstract
The marketing history of Anta Group, from superstar prolocutor to sports games’ supporter and then rebroadcast supporter, is the short view of the Chinese sports appliance industry in the past 20years. Working hard among the strong international famous brands and developing new brands just famous for their copying technology, Anta Group’s development perhaps can give some ideas to the Chinese sports Brands how to do in the future. This paper will focus on describing Anta Group’s chain marketing strategy, declaring that branding marketing strategy is the necessary way to be a strong and out-standing enterprise nowadays.
Firstly, this paper analyses the writer’s target, content and the method as a whole. It states the sense and the importance of branding marketing strategy.
Secondly, in order to state the methods which Anta Group’s branding strategy goes to success, this paper makes a specific analysis by Marketing Strategy 4PS Method on the market research, market orientation, market subdivision and market selection of Anta Group.
Thirdly, this paper tells us how’s to turn the a successful marketing management by describing the frustration Anta Group facts during their growing up, as well as the meaning which branding management gives to the marketing.
In the end, this paper sum up the experience of the Anta Group’s management. And with the writer’s opinion, it states some measurements how’s to improve the branding management.
