The Impact of Different Marketing Approaches on Company Performance Taking ANTA as an Example

Research Article
Open access

The Impact of Different Marketing Approaches on Company Performance Taking ANTA as an Example

Zhi Jing 1*
  • 1 Shanghai Institute of Technology    
  • *corresponding author 1811061103@mail.sit.edu.cn
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/33/20231629
AEMPS Vol.33
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-087-5
ISBN (Online): 978-1-83558-088-2

Abstract

This research aims to explore the impact of different marketing strategies on the performance of Anta, a Chinese sportswear brand. The study utilizes SWOT analysis to identify Anta's strengths, weaknesses, opportunities, and threats and examines how traditional marketing, social media marketing, and sports event sponsorship affect the brand's performance. The research is based on a thorough review of the relevant literature and secondary data analysis. The findings indicate that Anta's strengths lie in its strong brand reputation, diversified product portfolio, and innovative design. However, the company faces challenges in the areas of distribution and international expansion. The study also reveals that social media marketing is a cost-effective and efficient way for Anta to engage with consumers and improve brand awareness, while sports event sponsorship can help the company enhance its brand image and reach a wider audience. In conclusion, this research provides insights into the marketing strategies that can help Anta improve its performance and competitiveness in the sportswear market. The study suggests that Anta should continue to invest in social media marketing and explore new opportunities for sports event sponsorship. The research contributes to the existing literature on sportswear marketing and provides valuable information for marketing practitioners and academics.

Keywords:

company performance, SWOT analysis, marketing strategies

Jing,Z. (2023). The Impact of Different Marketing Approaches on Company Performance Taking ANTA as an Example. Advances in Economics, Management and Political Sciences,33,39-45.
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References

[1]. Zhang Ran.: Anta Sports to exceed 50 billion yuan in revenue by 2022. China Securities Journal A07, 1 (2022).

[2]. Huang Wenzhen.: The city's sports brand is steadily rising. I Quanzhou Evening News 008. 1–2 (2023).

[3]. Mostafa Ali Benzaghta, Abdulaziz Elwalda, Mousa Mohamed Mousa, Ismail Erkan, Mushfiqur Rahman, SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55-73 (2021).

[4]. Hanaysha J R, Al Shaikh M E, Alzoubi H M. Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6): 56-72 (2021).

[5]. Tynan A C, Drayton J. Market segmentation. Journal of marketing management, 2(3). 301-335, (1987).

[6]. Jia B. Research on Marketing Segmentation[C]//6th International Conference on Financial Innovation and Economic Development (ICFIED 2021). Atlantis Press, 62-66 (2021).

[7]. Lin An. "Anta + N" brand acquisition-style matrix competition. Manager, No.337(08):62-63 (2022).

[8]. Zhang Hexue. Research on the Internationalization of Anta Sportswear Brand. The Capital University of Economics and Business 01,47 (2020).

[9]. Jian Guanqun, Feng Haowen. Analysis of the impact of corporate social responsibility on M&A performance: An example of Anta's acquisition of Feile. Modern Accounting, No.171(03):23-29 (2023).

[10]. Dong Guorong. Strategic marketing analysis and design of the Anta brand. China Market, No.1140(05) (2023).

[11]. Li Yinghui, Xu Yukun. Seeing Anta's Olympic marketing strategy through the prism. West Leather, 44(21):63-65(2022).

[12]. Ebrahim R S. The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4): 287-308 (2020).

[13]. Tan Xiaofang. Research on marketing strategies of Chinese listed sporting goods companies in Hong Kong. Shandong Institute of Sports. Master's Thesis, 32-47 (2019).

[14]. Lin Na. Research on brand marketing of Beijing Winter Olympic Games in the context of new media--An example of Anta. Modern Marketing (Lower Journal), No.777(07):47-49 (2022).

[15]. Guo Q. Analysis of Sports Industry Strategies During Covid-19 Pandemic: Cases from Nike and Adidas. Highlights in Business, Economics and Management, 2: 142-146 (2022).

Cite this article

Jing,Z. (2023). The Impact of Different Marketing Approaches on Company Performance Taking ANTA as an Example. Advances in Economics, Management and Political Sciences,33,39-45.

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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-087-5(Print) / 978-1-83558-088-2(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.33
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Zhang Ran.: Anta Sports to exceed 50 billion yuan in revenue by 2022. China Securities Journal A07, 1 (2022).

[2]. Huang Wenzhen.: The city's sports brand is steadily rising. I Quanzhou Evening News 008. 1–2 (2023).

[3]. Mostafa Ali Benzaghta, Abdulaziz Elwalda, Mousa Mohamed Mousa, Ismail Erkan, Mushfiqur Rahman, SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55-73 (2021).

[4]. Hanaysha J R, Al Shaikh M E, Alzoubi H M. Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 12(6): 56-72 (2021).

[5]. Tynan A C, Drayton J. Market segmentation. Journal of marketing management, 2(3). 301-335, (1987).

[6]. Jia B. Research on Marketing Segmentation[C]//6th International Conference on Financial Innovation and Economic Development (ICFIED 2021). Atlantis Press, 62-66 (2021).

[7]. Lin An. "Anta + N" brand acquisition-style matrix competition. Manager, No.337(08):62-63 (2022).

[8]. Zhang Hexue. Research on the Internationalization of Anta Sportswear Brand. The Capital University of Economics and Business 01,47 (2020).

[9]. Jian Guanqun, Feng Haowen. Analysis of the impact of corporate social responsibility on M&A performance: An example of Anta's acquisition of Feile. Modern Accounting, No.171(03):23-29 (2023).

[10]. Dong Guorong. Strategic marketing analysis and design of the Anta brand. China Market, No.1140(05) (2023).

[11]. Li Yinghui, Xu Yukun. Seeing Anta's Olympic marketing strategy through the prism. West Leather, 44(21):63-65(2022).

[12]. Ebrahim R S. The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4): 287-308 (2020).

[13]. Tan Xiaofang. Research on marketing strategies of Chinese listed sporting goods companies in Hong Kong. Shandong Institute of Sports. Master's Thesis, 32-47 (2019).

[14]. Lin Na. Research on brand marketing of Beijing Winter Olympic Games in the context of new media--An example of Anta. Modern Marketing (Lower Journal), No.777(07):47-49 (2022).

[15]. Guo Q. Analysis of Sports Industry Strategies During Covid-19 Pandemic: Cases from Nike and Adidas. Highlights in Business, Economics and Management, 2: 142-146 (2022).

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