Research On Marketing Strategy Of Jiangsu A Camping Goods Company

In the present era,people seek for a better life.Outdoor sports,in which people relax,exercise,challenge themselves and get close to nature,has become more and more popular.Outdoor sports industry in our country,experiencing rapid development,has also entered a fierce competition while coming to the "reshuffle period." Jiangsu A Camping Supplies Co.Ltd.,an outdoor products company whose main business is camping equipment,hasn't done very well in recent outdoor product market.A company's external and internal environment should be analysed systematicly to decide marketing strategy and to make the company do better and better in the future.This dissertation chooses Jiangsu A Camping Supplies Co.Ltd.to conduct a case study.With the help of PEST analysis tool and Michael Porter's five forces model,this paper analyzes the domestic macro-environment and outdoor sporting goods industry competition environment of A company.Through SWOT analysis of A company,this paper finds its advantages and opportunities.According to the characteristics of the demand differences of A company,this dissertation subdivides the target market by using the theory of STP marketing strategy analysis,chooses a target market based on the company's conditions and competitive advantages,and carries out market positioning.That is:A company should choose young people as the major consumers and also give consideration to the consumer groups of children,middle aged and elderly people and family.A brand needs to position itself in the high-end outdoor products brand.According to the demand characteristics of consumers in the target market,combined with the resources and capacity of the company,the paper puts forward the following suggestions for the implementation of the marketing strategy of A company:a.for product,it is not only necessary to optimize the product portfolio,but also strengthen the scientific and technological innovation of products;b.for price,mainly use skim pricing method and flexible adjustment after the release based on market positioning;c.for place,adjust the layout of traditional retailers such as shopping malls,shops inthe streets,actively develop distributors,try to establish experience stores in specific areas,and make good use of the rising Internet platform of WeChat for marketing;d.for promotion,take company's products to participate more in all kinds of exhibitions at home and abroad,enrich sales promotion forms,hire brand ambassadors,put in TV advertisements,and strengthen the use of Internet tools such as portals,Weibo and so on to promote sales.Finally,in order to secure the effective implementation of marketing strategies,A company also needs to optimize its organization structure by setting up a marketing department,improve the assessment mechanism for marketers,strengthen the building of brand marketing teams,build an information management system and reconstruct corporate culture.