title: ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð¾Ð´ÐµÐ»Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸-Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ Ñ Ð¾ÐºÐºÐµÐ¹Ð½Ð¾Ð¹ ÑÐºÐ¸Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸ CCM Ð½Ð° Ð¼Ð¸ÑÐ¾Ð²Ð¾Ð¼ ÑÑÐ½ÐºÐµ ÑÐ¿Ð¾ÑÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Substantiation of the model of marketing strategies of the company-manufacturer of hockey equipment CCM in the world market of the sport industry
Creators: name: Ð¡Ð°ÑÑÐ¾Ð½Ð¾Ð²Ð°, ÐÑÐ¸ÑÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2019
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸
ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð°Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
ÑÑÐ½Ð¾Ðº ÑÐ¿Ð¾ÑÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸
ÑÑÐ½Ð¾Ðº Ñ Ð¾ÐºÐºÐµÐ¹Ð½Ð¾Ð¹ ÑÐºÐ¸Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³-Ð¼Ð¸ÐºÑ
ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
Ð¼Ð¾Ð´ÐµÐ»Ñ 4p
ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
marketing strategy
sports marketing strategy
the market of the sports industry
the market of hockey equipment
marketing mix
the 4p model
the development of sports marketing strategies
competitiveness
promotion

description: ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐ¿Ð¾ÑÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð² ÑÐµÐ³Ð¼ÐµÐ½ÑÐµ ÑÑÐ½Ð¾Ðº ÑÐ¾ÐºÐºÐµÐ¹Ð½Ð¾Ð¹ ÑÐºÐ¸Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸ ÐºÐ°Ðº ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¸ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ ÑÐ¾ÐºÐºÐµÐ¹Ð½Ð¾Ð¹ ÑÐºÐ¸Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸ CCM Hockey.
Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼Ð¾Ð´ÐµÐ»Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸-Ð¿ÑÐ¾Ð¸Ð·Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ ÑÐ¾ÐºÐºÐµÐ¹Ð½Ð¾Ð¹ ÑÐºÐ¸Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸ CCM Hockey Ð¿ÑÐ¸ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ¼ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ð¹ ÑÑÐ½Ð¾Ðº.
ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð»Ð¸ÑÐµÑÐ°ÑÑÑÐ½ÑÑ Ð¸ Ð½Ð°ÑÑÐ½ÑÑ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð² Ð±ÑÐ»Ð° ÑÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ð° Ð²Ð°Ð¶Ð½Ð¾ÑÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ°Ðº Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ð¾Ð³Ð¾ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ° ÑÑÐ¿ÐµÑÐ½Ð¾Ð³Ð¾ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ.
ÐÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ CCM ÑÐ²Ð»ÑÐµÑÑÑ ÑÑÐ°ÑÐµÐ¹ÑÐ¸Ð¼ Ð±ÑÐµÐ½Ð´Ð¾Ð¼ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐ¾ÐºÐºÐµÐ¹Ð½Ð¾Ð¹ ÑÐºÐ¸Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐ¹, Ð¾Ð¿Ð¸ÑÐ°ÑÑÑ Ð½Ð° ÑÐ²Ð¾Ð¹ Ð¼Ð½Ð¾Ð³Ð¾Ð»ÐµÑÐ½Ð¸Ð¹ Ð¾Ð¿ÑÑ Ð¸ ÑÑÐ°Ð´Ð¸ÑÐ¸Ð¸, ÑÐ¶Ðµ ÑÑÐ¾ Ð»ÐµÑ Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÑ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ñ, Ð¿Ð¾Ð¼Ð¾Ð³Ð°ÑÑÑÑ Ð¸Ð³ÑÐ¾ÐºÐ°Ð¼ Ð´Ð¾Ð±Ð¸Ð²Ð°ÑÑÑÑ ÑÑÐ¿ÐµÑÐ° Ð² ÐºÐ°Ð¶Ð´Ð¾Ð¹ Ð¸Ð³ÑÐµ. Ð¡ÐµÐ³Ð¾Ð´Ð½Ñ Ð¡Ð¡Ð, Ð¿ÑÐ¾Ð´Ð¾Ð»Ð¶Ð°Ñ ÑÐµÑÐ¿Ð°ÑÑ Ð²Ð´Ð¾ÑÐ½Ð¾Ð²ÐµÐ½Ð¸Ðµ Ð² ÑÐ²Ð¾ÐµÐ¹ Ð±Ð¾Ð³Ð°ÑÐ¾Ð¹ Ð¸ÑÑÐ¾ÑÐ¸Ð¸, Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÑ Ð¸Ð½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¾Ð½Ð½ÑÐµ Ð¸ Ð²ÑÑÐ¾ÐºÐ¾ÐºÐ°ÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¿Ð¾Ð¼Ð¾Ð³ÑÑ Ð½Ð°Ð¿Ð¸ÑÐ°ÑÑ ÑÐ»ÐµÐ´ÑÑÑÑÑ ÑÑÑÐ°Ð½Ð¸ÑÑ Ð² Ð¸ÑÑÐ¾ÑÐ¸Ð¸ Ð¸Ð³ÑÑ Ð² ÑÐ¾ÐºÐºÐµÐ¹.
ÐÐ½Ð°Ð»Ð¸Ð· Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÑÐµÐºÑÑÐµÐ¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¿Ð¾ÐºÐ°Ð·Ð°Ð»Ð¸ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°, ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ 4P Ð´Ð»Ñ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐ¿Ð¾ÑÑ-Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸. ÐÐ¾Ð´ÑÐ²ÐµÑÐ´Ð¸Ð»Ð¸ÑÑ Ð¾Ð±ÑÐ¸Ðµ Ð²ÑÐ²Ð¾Ð´Ñ Ð¿Ð¾ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ ÑÐ°Ð±Ð¾ÑÑ.
ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½Ð½Ð¾Ð¹ ADL-Ð¼Ð¾Ð´ÐµÐ»Ð¸ Ð°Ð²ÑÐ¾ÑÐ¾Ð¼ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½ Ð²ÑÐ±Ð¾Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ 4P Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ¼Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¾Ð¼ ÑÑÐ½ÐºÐµ, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¿Ð¾Ð¼Ð¾Ð³ÑÑ Ð·Ð°ÐºÑÐµÐ¿Ð¸ÑÑ Ð»Ð¸Ð´Ð¸ÑÑÑÑÑÑ Ð¿Ð¾Ð·Ð¸ÑÐ¸Ñ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐ¾ÐºÐºÐµÐ¹Ð½Ð¾Ð¹ ÑÐºÐ¸Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸ Ð² Ð Ð¤.
description: The study of marketing strategies in the market of the sports industry in the segment of the market of hockey equipment as an effective tool to promote products in the market and improve the competitiveness of the company on the example of the manufacturer of hockey equipment CCM Hockey.
The aim of the study is to develop a model of the marketing strategy of the company-manufacturer of hockey equipment CCM Hockey with further promotion on the Russian market.
Based on the analysis of literary and scientific sources, the importance of marketing strategy as a necessary element of successful positioning and promotion in the market was established.
CCM is the oldest brand in the market of hockey equipment, which, based on its many years of experience and tradition, has been offering products to help players achieve success in every game for a hundred years. Today, CCM, continue to draw inspiration from its rich history, offers innovative and high-quality technologies that will help to write the next page in the history of the hockey game.
Analysis and evaluation of the current activities of the company showed the importance of the marketing mix, 4P strategy for positioning in the market of the sports industry. The General conclusions on the theoretical part of the work were confirmed.
Based on the built ADL-model, the author justified the choice of 4P marketing strategy and proposed marketing activities to further promote the company in the Russian market, which will help to consolidate a leading position in the market of hockey equipment in the Russian Federation.