Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 7th International Conference on Economic Management and Green Development
Series Vol. 34 , 10 November 2023
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Analysis on Anta’s Marketing Strategies in the 2022 Winter Olympics through Literature Analysis
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Abstract
In the 2022 Winter Olympic Games, Anta sports was seen everywhere. The shiny “Chinese Red” along with Anta’s logo on every single Chinese uniform, foreshadows Chinese players’ success and strengthens Anta’s brand identity as the Chinese national sports brand. This article focuses on Anta’s marketing strategies through a literature analysis of the 2022 Winter Olympics, which is the main factor in its success. This article analyzes Anta’s marketing strategies, including digitalization, brand identity, and technology. This article is formatted in the way of marketing strategies analysis along with their problems and suggestions. Anta successfully expanded its business in the 2022 Winter Olympics but still has areas of improvement in its marketing strategies. Anta Sports needs to improve its self-innovation by developing new technologies that improve production efficiency and product quality. Anta can also use AI technology and social media to optimize user profiles and recommendation algorithms in order to improve user stickiness.
Keywords
Anta sports, marketing strategies, brand identity, social media
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 7th International Conference on Economic Management and Green Development
- ISBN (Print)
- 978-1-83558-089-9
- ISBN (Online)
- 978-1-83558-090-5
- Published Date
- 10 November 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/34/20231664
- Copyright
- 10 November 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited