Research On The Development Strategy Of Outdoor Brand Ozark

Under the condition of market economy, brand building is crucial to the outdoor sportsproducts, the survival and development of enterprises, whether from China’s accession to theWTO, Beijing to host the Olympic Games in2008when the Olympic flame lit, analysis ofsuccess in the world first peak fitness to carry out a wide range of the machine, analysis ofInternational sports brand coming into the domestic market and sports leisure clothingfunction extending to the field of outdoor sports outdoor brand construction is be imperative.Now, outdoor sports and is no longer limited to professional mountaineering people, moreaccepted by different age, occupation, class consumer groups, popularization, lifecharacteristics such as outdoor sports become more and more obvious. The huge marketpotential, not only attracts more international brands, but also let the domestic brand fromscratch, and gradually mature.In the face of the international brands have entered the domestic brand, experienced inthe early stages of development to imitate conventional outdoor sports, enhance the productline, new product design R&D and other hard power are rapidly strengthening. Comparedwith the internationalization of large enterprises, China’s outdoor sports goods enterprisesgenerally shorter development time, brand building aspects, has many problems, not only theexistence of the new product design R&D and other hard targets, more important is softtargets in the lack of scientific enterprise management and other aspects. In order to adapt tothe fierce market competition, we must strengthen the construction of the brand.This paper with the brand and brand strategy related basic theory and research methods,choose professional outdoor sports equipment brand-Ozark outdoor products company as theresearch object, the survey analysis from the consumer brand of outdoor sports awareness,visibility and the company’s brand construction present situation, found that the enterprisescan not realize the importance of brand building. For this, this paper puts forward thedirection of brand development of Ozark outdoor supplies company based on Ozark outdoorsupplies company’s competitors and the analysis of internal and external environment, namelythe brand development of Ozark outdoor company can be divided into three steps. At thesame time, how to implement the brand development strategy, this paper put forward a clearbrand positioning, enhance the technology content, products into the outdoor sports culture connotation, sponsoring special sports events, to carry out activities, the implementation ofbrand product diversification, select the specific media and other practical implementationstrategies. Finally, the implementation process for the brand development of Ozark outdoorsupplies company provides the practical, effective countermeasures.