An Optimization Research On Outdoor Market And BT Brand Marketing Strategy

Recently, outdoor products aren't limited to the professionals, but are more likely to be accepted by the different age, class, different professional of consumer groups. The characteristics of outdoor products'popularity are gradually obvious. The huge market potential doesn't only attract more well-known international brands, but also make domestic brand more mature. In the face of international brand, after imitating the primary stage, the domestic brand is rapidly strengthening by the expansion of the product line, the product design etc. Compared to international big enterprise, China outdoor product's enterprises have many shortages. It isn't only limited in the hard indicators, i.e. product research, but also is the lack of the soft indicators i.e. scientific operation and management etc. For native outdoor product enterprises, their common problems exist in marketing strategies in the daily operation and management.This paper analyzes the outdoor product market on the basis of the current situation, and finds that the outdoor product industry is a sunrise industry. The market potential is tremendous, but the outdoor product industry's laws and regulations aren't perfect, and the outdoor product industry's competition is increasingly fierce. The domestic outdoor brands face huge pressure. The outdoor product consumption idea is changing gradually, and presents the feature of"the outdoor". Since then, this paper systematically discusses the strategies of the Toread, and puts forward the strategic optimization proposals.