Research On Marketing Strategies Of A Camping Equipment Companies

With the continuous warming of the camping industry,the demand for camping equipment has erupted,and a large number of manufacturers and outdoor brands have ushered in new opportunities.There are nearly 47000camping-related enterprises in China,of which nearly half were established within one year.A large number of enterprises suddenly flooded in,making the competition within the industry white-hot.This thesis analyzes the problems faced by Company A through literature analysis,questionnaires,and company field interviews,taking Company A as the object of analysis,combining with the current new marketing environment,and puts forward corresponding countermeasures that can help solve the problems,solve the main problems faced by Company A,and get rid of the development dilemma.At the same time,it also has certain theoretical and practical significance for other camping equipment manufacturing enterprises and manufacturing enterprises of similar scale and industry.This study is divided into six chapters.Through the discussion on the product marketing of A camping equipment company,the following conclusions can be drawn: First,the camping equipment industry has a broad prospect.Driven by policy,the camping equipment market is booming,and A company has ushered in development opportunities.Secondly,the research and analysis of Company A found the following problems: lack of segmentation of the camping equipment market,few types of camping equipment products and old styles,product pricing did not distinguish between different consumer groups and peak seasons,ignoring the construction of diversified channels to affect the convenience of customers’ purchase and experience,lack of promotional activities and lack of media publicity.Thirdly,based on the analysis of the internal and external development environment and marketing problems of A camping equipment company,this thesis puts forward the target market positioning of A camping equipment company,that is,the camping equipment with multiple functions,high quality and beautiful appearance,as well as the value proposition of letting people relax and increase their feelings in outdoor life.According to the above market positioning and in combination with the existing problems of Company A,the following four countermeasures are proposed using STP,4P and differentiated marketing theory: the product optimization strategy of product design differentiation and rich product mix,the pricing optimization strategy of differential pricing and dynamic price adjustment,the channel optimization strategy of increasing online and offline multi-channel cooperation,the promotion optimization strategy of launching promotional activities,launching product preferential packages and increasing brand publicity.Finally,it puts forward the guarantee measures for the strategy optimization of A camping equipment company.