鸿星尔克运动鞋定价策略研究

ABSTRACTWith the rapid development of China's sportswear industry,especially the running footwearcategory,it has not only grown sharply in scale,but also has a higher and higher global influence.However,at present,Hongxing Erke sneakers have a slightly insufficient influence due to pricingproblems.This paper uses literature research method,case analysis method and other methods to studythe current situation of Hongxing Erke sports shoe pricing,and summarizes the problems in itspricing process,including unclear pricing objectives,detached pricing strategy from the whole,ignoring the pricing impact of competitors,and cultivating strategic consumers through discountpromotion.In view of the above problems,this paper proposes to clarify the product pricing target,establish a price difference system based on overall profits,establish a competition-oriented pricingmethod,rationally use discounts and other corresponding pricing strategies,improve the pricinglevel of Hongxing Erke sneakers,and provide impetus for the company's development.Key words:sports shoes;price;strategy