The Study On The Marketing Strategy Of Arc'teryx In Xi'an

In recent years,as the rapid development of outdoor brands,more and more outdoor brands were well known by customers,including high-end outdoor brands,Arcteryx is one of them.As an outdoor brand in luxury,Arcteryx marketing strategy is worthy to study,so I selected the Xi'an market to research.First this paper from the impact of marketing products,pricing,distribution,sales promotion Arcteryx Xi'an market marketing present situation are analyzed,and then the Arcteryx macro marketing environment and micro marketing environment of Arcteryx advantages,disadvantages,opportunities and threats are analyzed in detail.By analyzing the present marketing situation of the existence of Arcteryx marketing strategy at present stage is obtained.Based on these problems,a marketing strategy for the brand development of Arcteryx was developed.Strategy is divided into two aspects,one is the STP strategy,namely on xi 'an market segmentation,then select Arcteryx of target market,and product of Arcteryx,price,brand image positioning.Second,marketing mix strategy,namely product strategy,pricing strategy,distribution strategy,promotion strategy.The orientation of Arcteryx is a high-end outdoor brand.It is very different from the marketing strategy of general merchandise.It should be combined with its market positioning to develop marketing strategies.The research on the marketing strategy of archaeopteryx not only provides Suggestions for the production and operation of archaeopteryx,but also provides a reference for the marketing of some luxury products.