Study On Promotion Strategy Of JIHUAOUTDOOR Brand

With the development of the outdoor products in China’s market rapidly, domestic andinternational brands of outdoor products emerge in large numbers. Relying on the militarybackground of Jihua Group and a vast geographical and resource advantages, Jihuaoutdoor products looks for the differentiated location in market segments of the outdoorindustry to speed up the layout in China.However, today’s market competition becomes more and more fierce. Comparedwith industry leaders, Jihua Group is lack of brand management experience, besides thereis a big gap about brand awareness, reputation and customer loyalty.Although Jihua hasstrong strength and more abundant outdoor products with distinctive features, enterpriseswant to achieve rapid development, they must break through the bottleneck of insufficientbrand promotion. This article selects the brand promotion strategy of Jihua outdoorproducts as research point and explores how domestic brands to achieve a breakthroughpromotion in modern social competition to support enterprises to keep rapid and healthydevelopment.This article can be divided into three main parts. The first part contains the first twochapters, introduces the research background, objectives, issues of this thesis and make asummary about the research methods, ideas, and also explain the related literature deeplyto provide a solid theoretical foundation. The second part consists of three, four chapters.It analyzes the reality from the industry to enterprise respectively and points out the statusand problems of branding currently. The third part includes chapters V and VI. Combiningtheoretical analysis and basing on the previous two chapters, it designs corporate brandpromotion solutions and provides safeguards to break through the research of brandpromotion and provides references for domestic and international brand promotion ofoutdoor products.