Study On Marketing Strategy Of YSJ Outdoor Sports Brand Based On Positioning Theory

YSJ group has nearly 20 years of outdoor sports clothing production experience.However,it has been working as a substitute for industrial production until 2003.The brand was created until 2003.In 2008,the brand of "outdoor living" was opened.After the financial crisis in 2008,the demand for outdoor goods was lower than that in the past,and the domestic outdoor goods market Fierce competition,YSJ urgently needs to adjust strategy and transform.On the basis of combing the application of the positioning theory at home and abroad,this paper analyzes the outdoor sporting goods industry in YSJ,and based on this,summarizes the industry orientation suitable for the domestic outdoor sporting goods brand.Then,the marketing status of YSJ company is analyzed from the aspects of brand positioning,target market,marketing channel and consumer cognition,and the main problems in its positioning are found out.On this basis,combined with the SWOT analysis model,the YSJ is relocated,respectively: professional women outdoor sportswear and professional family leisure outdoor sports suit.According to these two orientation directions,the brand and target market are analyzed,and combined with 4P theory,the marketing and sales of YSJ are put forward.Measures should be taken.