Research On The Marketing Strategy Of SK Company’s Outdoor Barbecue Products

Although the outdoor barbecue industry started late in China,with the increasing level of consumption and the upgrading of the consumption structure,it is also gradually gaining people’s attention and love,and the demand is expanding.At the same time,outdoor brands continue to emerge in China,and product features and appearance are rapidly updated,so that consumers have more room to choose while demand is constantly changing,leading to increasingly fierce competition in the outdoor industry.In the new retail background,companies have to develop targeted marketing strategies according to market changes in order to stand firm and grow in the fierce industry competition.This thesis takes SK Outdoor Products Company as the research object,analyzes its marketing status and problems based on literature research,questionnaire survey and other methods,conducts a comprehensive analysis of the company based on PEST,SWOT,STP and other related marketing theories and tools,systematically studies the development of its marketing strategy,as well as gives corresponding suggestions on the optimization of SK’s marketing strategy from the perspective of 4P.Based on relevant theories,the current marketing situation and problems of SK are analyzed first.Although the company has developed rapidly in recent years,mainly due to the rapid development of e-commerce.And its products,pricing,channels and promotions are in urgent need of improvement and expansion.Secondly,the macro environment of SK was systematically analyzed by using PEST analysis,covering national policies and regulations,economic environment,social environment and technological environment.Through the macro environment analysis,it was concluded that with the encouragement of national policies,the improvement of people’s consumption level and the change of population structure,the development of outdoor products industry is generally positive.Then the micro environment of the enterprise was also analyzed,and the questionnaire method was used to make a detailed analysis of consumer demand preferences and other situations,so as to lay a good foundation for the marketing activities of the enterprise.Then SWOT analysis is applied to analyze SK’s internal strengths and weaknesses as well as external opportunities and threats in order to avoid risks and bring into play strengths so that the company can control the overall situation from a strategic perspective.Subsequently,according to STP marketing theory,market segmentation,target market selection and market positioning are carried out to make the company’s positioning clearer and its objectives more explicit.Finally,from the perspective of 4P,we propose innovative solutions for SK’s marketing strategy under the new retail model,feasible suggestions,and multiple safeguards for the implementation of the marketing strategy.