Keywords
Brand planning
Porter’s five-force framework
Brand promotion
Submitted : 2024-03-18
Accepted : 2024-04-02
Published : 2024-04-17
Abstract
CJ Health Technology Co., Ltd. is a group enterprise with manufacturing, marketing, and exporting of fitness
equipment as its main business, with industry-leading manufacturing technology and a long-term and stable overseas customer supply chain. However, the market channel in the process of developing the domestic market is stagnant due to low brand awareness. This paper uses the Porter five-force framework to explore the marketing strategy suitable for CJ brand promotion. Based on the analysis of the bargaining power of existing and potential competitors, buyers and suppliers, and alternative commodities in the fitness equipment industry, a specific implementation plan is proposed, which can improve brand awareness through the construction and maintenance of online platforms, opening offline stores in domestic market and sponsoring sports events.
References
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