A Study On Marketing Research About Kunming Outdoor Sports Industry

Outdoor sports are melting of leisure, entertainment, fitness in one collectiveproject group, which is carried out relatively late in our country. With thedevelopment of China’s national economy, industrialization，increasing urbanization,and changing consumer attitudes, which are more personalized and more focus onparticipatory experiential and adventurous outdoor sports are more and more popular.The rapid development of outdoor sports forms a wave in China. In order to furtherpromote the outdoor sports, paper, literature, questionnaire, survey and otherresearch methods were used. Marketing analysis from the perspective hinder factorsof the outdoor sports industry in Kunming, and then comes up with strategies, andwith a view of marketing to help the outdoor sports industry to develop soundly.Specifically, the paper is divided into six chapters of study, the first chapter is anintroduction, introduces of the research background, topics based on significance ofthe topic, literature review, etc., serving as the theoretical basis of this study, ChapterII are the methods for the study, serving as the technical basis of this study, ChapterIII talks about the outdoor sports industry marketing, the basic situation, the basis ofthis study, illustrating the reality from the macro point of view. The fourth chapter isKunming outdoor sports industry marketing situation analysis. The analysis leads tothe following conclusions: Kunming outdoor sports marketing industry’simpediments are: large number of products, but is still insufficient; productpositioning difference is too large; marketing channel is single; promotional tools areinadequate. Analysis of the causes of these problems are: Kunming residents’sporting goods cognitive deficiencies; western economics of the inherent scarcity;operating businesses profit-oriented business model, cost savings and so on. The fifthchapter of Kunming outdoor sports industry marketing strategies are the causes of the problem and in the sixth chapter, the author proposes the following countermeasures:to create a new concept of outdoor sports Kunming; increase in outdoor sports brandbuilding efforts; establish a diversified marketing channels; reduce joint advertisingpromotional costs.The innovation of this paper is to analyze the application field research, reasonedanalysis, however, I believe that in the future there is still room for improvement,concrete should be explored in depth from the following aspects: product innovation,drawing on the experience of foreign brand products at the same time, the elementscan be integrated into our unique, creating domestic well-known sports brand, andultimately achieve product innovation; formulation in price, positive depth marketresearch, and thus the findings with the official data and government departmentscomparative analysis of statistical data; Select the best price in line with thedevelopment strategy of the status quo; in channel development, the relevant staffcounseling and appropriate authorities, at least to be aware of the existing channels orpossibly expanded to give the best channel mix strategy; in the formation of a varietyof promotional aspects, combined with multi-disciplinary multi-lateral areas ofknowledge and practice related to the results, with the most suitable for outdoorsports highlights using marketing programs and seminars blend solution.