SHS Web Conf.
Volume 181, 20242023 International Conference on Digital Economy and Business Administration (ICDEBA 2023)
|Number of page(s)
|Marketing Strategy Analysis
|17 January 2024
“Under Armour” Style of Media Marketing and Its Future
Macau University of Science and Technology, 999078 Macau, China
Under Armour has become a popular brand in a highly competitive market, and its use of media such as “word-of-mouth advertising”, “star effect”, “film and television advertising” and “actively adapting to the Internet era” has made its profits more and more profitable. But this approach still has a lot to improve, for example, the company’s sales reflected in the financial statements in recent years are not impressive, the comfort of its clothing has been challenged by many peers, the aesthetics of product equipment has been criticized, and the price-performance ratio is not advantageous, and its future development direction has made many customers and analysts want to study. How it can reverse the current disadvantage is also a topic of interest to many people. This paper expanded the explanation and description of its media communication advantages, as well as explain and analyze the company’s marketing strategy and give feasible recommendations.
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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