Marketing Strategies for Female Sports Products in Taiwan: Taking Nike and Adidas as Examples

• Main Authors: Chen-yi Wu, 吳貞宜
• Other Authors: Lee-yun Pan
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/gn3k7n

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === Abstract The importance of health has been heavily promoted; this has resulted in an increase in the number of people participating in sports. The consequent increase in the demand for the casual and sporty styles that are popular these days has caused the sports industry to flourish. In 2000, NIKE and ADIDAS began targeting the women’s sports market in Taiwan. They aimed to devise a market plan to sell the best products in an exclusive space and reap the benefits of combining both major and peripheral markets in an effective profit-maximizing strategy. For the remaining decade, the development of effective marketing strategies to earn profits became an important part of the business development strategy of these two sporting-goods manufacturers. In this study, female consumers in Taiwan are surveyed to explore and understand how NIKE and ADIDAS developed strategies for the women’s sporting-goods market. This research covers three types of strategic activities in relation to the female sporting-goods market for both NIKE and ADIDAS: To explore how the industry adopts a female-dominated strategic thinking and the pursuit of brand effectiveness. Advertising and promotion operations, as well as industry information for product strategy and female markets. The two brands employ marketing strategies to build brand images, increase consumers’ willingness to buy, and maximize profits. For the development of a marketing strategy based on the analysis of the consumption of sporting goods by Taiwanese women. This is a 台灣女性運動用品市場行銷策略分析之研究-以NIKE 與ADIDAS 為例 逢甲大學e-Theses v &; Dissertations（102學年度） study of consumer behavior based on an understanding of the characteristics of women, as well as their needs and expectations. NIKE and ADIDAS develop a marketing strategy that is based on the requisite information that helps them create a win–win situation between the industry and the consumers. Finally, based on the movement, I hope to help women consumers and help increase brand loyalty and marketing interests.