Analysis of the Determinants of Marketing Strategies of Mountain Bikes in China

Abstract

Under the condition of highly developed modern market economy, mountain-bike marketing draws wide attention in the society. However, it has not received due attention from relevant parties in academic research. Based on the current situation, particularly the phenomenon of mountain-bike craze, this article takes behavioral economics as the theoretical basis, applying the method of literature and investigation analysis of what factors can influence the marketing of mountain bikes. In this context, this paper, applies a questionnaire to investigate the relevant population, or exactly a semi-structured questionnaire was used in this study, which combines the advantages of fully structured questionnaire and completely unstructured questionnaire, simultaneously making the formulation and implementation of questionnaire more efficient, providing the interviewee with a certain degree of flexibility and freedom. The findings show that consumers expectation and the factors of mountain bikes, such as quality and price have a greater impact on its marketing than the price. Accordingly, this paper proposes that mountain bike manufacturers and businesses should take targeted marketing measures on the basis of ensuring product quality, like customized marketing and value marketing.