| With the rapid development of science and technology and the gradual improvement of people’s living standards.The "Outdoor sports"which movement has been developed in foreign countries for more than one century has gradually entered our people’s family life.The movement not only has transcended the limitations of conventional professional but also has more and more people to join in.Outdoor sports no longer confined to young people which like the challenge.It has become a sports that everyone wants to relieve stress and relax.Therefore, outdoor sporting goods industry development faster and faster.But compared to overseas outdoor sporting goods industry, our outdoor sporting goods industry is still in development.Many places are dependent on international brands because of the small quantity and lower quality of our local brands.In this context,and under the current depression international environment it is particularly important to develop coping strategies for China’s outdoor industry.Based on the analysis of current situation of the outdoor industry, The paper indicates the existent problems of our local outdoor industry.Regarding Jiangsu Acme Camping Products Co., Ltd. as the research object,it make a great significance of promoting the development of the outdoor industry in our country and strengthen the national health and improve our sports industry and the interests of the national economy.This paper is divided into five parts.The first chapter introduces the background and purpose and significance of this study, leads to the concept of outdoor sporting goods, studies the current situatin of outdoor products industry which at home and abroad.The second chapter is the explanation of theries of enterprise strategy.The third chapter analyzes the development of the outdoor industry in China. In the previous chapter, based on the use of strategic theory, SWOT model Jiangsu Acme Camping Products Co., Ltd. of development and strategy analysis, to study its adaptation to be introduced in the outdoor sports market, "Lai Sini" brand, He indicated the feasibility of the brand and model, and to make strategic decisions and evaluation and analysis; the fifth chapter is the conclusion and prospect research.Through this study concluded that of the outdoor industry has great potential market, as local enterprises need timely transition, give full consideration to the development of China’s current situation, should:(1)The development of new brand positioning in the "Pan outdoor" concept, which is popular type of outdoor sports equipment, between professional outdoor sports and outdoor tourism products more for the general public, and a positive and healthy outdoor leisure lifestyle;(2)Product design and fashion should be more closely, more in line with the aesthetic needs of contemporary people, access to consumers through innovative fabrics and styles;(3)Change the traditional brand purely commercial promotion model, the popularity of outdoor sports and corporate branding organically combine to form a "drive to promote outdoor sports national sports campaign to promote outdoor sports to drive brand promotion, and ultimately increase market share," the pattern.(4)More diversified marketing tool, based on the traditional store marketing, pay more attention to promote the network, expand online sales channels, establishing close contact with all types of clubs, especially the major groups of college students, using a variety of way in the promotion of new media at the same time promote the brand of outdoor sports products. |
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