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tten 361 degrees saga [ 1 ] . All along, 361 saving people hides a passion for sports, for business, for society " more love " brand belief in the "Sharing and win-win ," the core concept under the guidance , to promote the development of sports undertakings in China to make unremitting efforts and is committed to on becoming a respected global sporting goods brands .

SWOT analysis in the field of strategic management is widely used . SWOT analysis is a method commonly used to analyze the competitive advantage of the enterprise itself (strength), a competitive disadvantage (weakness), opportunity (opportunity), and threats (threat). With this method you can find for business and worth promoting factors , as well as bad for business needs to avoid factors which identify problems and find solutions , a clear future direction of development . Advantages and Disadvantages of which is mainly used to analyze the internal environment , opportunities and threats analysis is mainly used to analyze the external environment .

361 degrees in the sporting goods industry in China , accounting for a higher share of the domestic market of the sports brand, has a high reputation and consumer loyalty. Experience in the operation of the market is more mature , easier to understand for international brands to the actual needs of Chinese consumers , in order to design best meets Chinese consumer preferences products to meet the real needs of consumers . 361 degrees often sponsor sporting events, such as the 2008 Asian Games in Guangzhou contracted with 361 degrees and sports sessions to maintain a good relationship , easy to get the sports community recognition.

361 degrees wide product line variety, but the product functional specialization is not enough. 361 degrees without the brand positioning of the long-term goals reasonable integration, brand positioning is unclear , fuzzy core values . But also in product design, product advertising, spokesperson messy , transmission of information inconsistent ; taste of the product is not enough, the majority concentrated in the second and third tier cities , first-tier cities are not very popular. Compared to Li Ning , Nike and other brands, product development and innovation strength is still relatively weak.

2004 Athens Olympics 361 degrees with the wind , a lot of money for branding . 2005 sponsored the Chinese University Basketball Super League , for 361 degrees of target consumer groups publicity. 2010 Asian Games and other major sporting events held in China, has stimulating effect on sporting goods . Chinese government introduced the development of sports industry macro policies , sporting goods market development speed , market space , especially in the youth market companies recognize the importance of brand and personally .

Because 361 degrees late start, China 's high-end sporting goods industry, 60% of the market by Nike , Adidas and other international brands occupation , industry competition, hampered by the high-end international brands, domestic brands squeezed by low-end . Consumers international brand more popular, a large part of the existing consumer groups ideal brand Nike , Adidas . With China 's economic development not of the world , there will be more international brands to enter this crowded market.

本文出自英语论文网：www.51lunwen.org/strategy/

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