The Study Of Marketing Strategy Of OP Outdoor Company

OP outdoor company is a professional producer and operators of outdoor outfitter, thefirst franchised backpack brand. It Develops and designs products in the outdoor sports suchas mountaineering, rock climbing, hiking, diving and other professional blending outdoorsports and fashion elements to create a professional, stylish, unique outdoor equipment style,the quality of its products to syncing with the well known international brands. The OP’scurrent products have been formed mainly to backpack and hiking shoes, jacket, tent, sleepingbags and other outdoor travel essential products, the price at around mid priced, very suitablefor the level of consumption in most parts of China. The sales network is composed of storesand large department stores, supplemented by foreign orders procured. Foreign markets,backpacks20%produced by company exports to Russia, Singapore, Malaysia, Hong Kong,Taiwan, Nepal, Thailand, Indonesia, Spain and other countries. In the domestic market, theproducts has operated stores in22provinces and municipalities including Xinjiang, InnerMongolia, Heilongjiang, Jilin, Guangdong, Jiangsu, Hubei, Shaanxi, Liaoning, Beijing,Henan, Zhejiang, Fujian, Guangxi, or settled in the local mall. Stores are operated inGuangdong area, the development of its brand in Guangdong is the best.This paper selects the OP company brand marketing strategy for the study, hoping togive a reference to the company’s future branding and marketing strategy. The first chapterexplains the research background, research significance, and brand, STP theory,4P marketingmix theory are reviewed. The second chapter is about the company’s course of developmentand brand development analysis to identify the reasons of the plight of company’s branddevelopment. The third chapter analyses the OP company external environment and theoutdoor market environment of the industry. The fourth chapter analyzes the company’s brandmarketing strategy by SWOT, based on the company’s future brand development strategy.STP marketing theory in the fifth chapter of outdoor goods market segmentation, targetmarket selection, the final market positioning, re adjust the OP the company’s marketingstrategy for OP company4P marketing mix strategy and experience marketing strategy,hoping to promote OP company brand, to increase brand awareness and reputation,The fifth chapter uses the STP marketing theory to segment outdoor market and targetmarket, and finally position the market, readjusts the OP company’s marketing strategy, andthen put forward4P marketing mix strategy and experiential marketing strategy for OPcompany, hoping to promote OP products’ brand, increase brand awareness and reputation, inorder to really achieve the purpose of development of corporate brand strategy.