Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023)

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An In-depth Comparative Analysis of Adidas’ Marketing Strategies and Market Comparison in the Chinese Market

Authors
Jiawei Chen1, *
1Business school, the University of Auckland, Auckland, New Zealand
*Corresponding author. Email: jche552@aucklanduni.ac.nz
Corresponding Author
Jiawei Chen
Available Online 28 September 2023.
DOI
10.2991/978-94-6463-260-6_45How to use a DOI?
Keywords
Marketing strategy; Adidas; Chinese sports brands; value marketing; Chinese market
Abstract

This comprehensive and meticulous examination dives deep into the core of Adidas's marketing strategies, majorly concentrating on its operations within the expansive Chinese market. The discourse breaks down and scrutinizes the multi-faceted components of Adidas's marketing paradigm, namely its marketing stratergy, value-based marketing approach, perceived weaknesses, and its journey within the vibrant Chinese market. The purpose is to analysis of the current situation of Adidas in the Chinese market and the role and weaknesses of its marketing strategy in China. Additionally, the discourse also presents a comparison between Adidas and two eminent Chinese sports brands, Li-Ning and Anta, to provide a broader contextual understanding. The overarching goal of the investigation is to provide constructive recommendations for both Adidas and Chinese sports brands to flourish and triumph in the intensively competitive arena of sportswear in China.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
28 September 2023
ISBN
10.2991/978-94-6463-260-6_45
ISSN
2352-5428
DOI
10.2991/978-94-6463-260-6_45How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiawei Chen
PY  - 2023
DA  - 2023/09/28
TI  - An In-depth Comparative Analysis of Adidas’ Marketing Strategies and Market Comparison in the Chinese Market
BT  - Proceedings of the 2023 International Conference on Management Innovation and Economy Development (MIED 2023)
PB  - Atlantis Press
SP  - 344
EP  - 351
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-260-6_45
DO  - 10.2991/978-94-6463-260-6_45
ID  - Chen2023
ER  -