Research On The Marketing Strategy Of Beijing Aike Outdoors Products Co.,Ltd.

Since China’s reform and opening up, individual consumer incomes increase quickly. On the basis of meet basic needs, people become pay more and more attention to the quality of life. At the same time, with the improvement of social productivity, the objective to reduce the social necessary labor time, leisure time increasing. Two factors lead to China’s increasingly engaged in outdoor sports, and outdoor industry also grew rapidly.With the outdoor industry more and more common, consumption of outdoor products for people not only pay attention to the practicability of the product itself, but also more and more attention to brand effect Practical and brand effect, is the main trend of outdoor industry development characteristics.By the outdoor shoe consumer related investigation and analysis, this article get the following conclusions: That is currently engaged in outdoor sports in the majority with male, age is given priority to with 20 to 30 years old of young people, most have more than two pairs of shoes and change frequency rapidly When choosing shoes for outdoor, attention to performance, comfort and price is more, buy way mainly through online or professional outdoor shop, more attention when buying net friends on the net for the evaluation of the product information.Based on the analysis of the consumer, the company’s customers are mainly targeted at Ike economic strength and young people have some leisure time Specifically, the company targeted for outdoor shoes there are two major categories: type of college students; The second kind of work for has 20-40 years old young man Ike are the company’s brand positioning: focus as qualified college students and the company white-collar, products with high ratio of outdoor shoes suppliers and service providersCombined with the status quo of China’s outdoor industry and the company’s own actual situation, company’s marketing Ike addition is to focus on to do strongly does Ike outdoor shoes products, preliminary brand advantage.Ike company business strategy, according to the company’s market positioning and price position, Ike company product strategy is mainly production and sale of both professional and practical outdoor shoes, meet the needs of college students and part of the urban white-collar workers, at the same time the company agent part quality excellent high-end professional profession of topical shoe brand, meet the personalized needs of professional multi-worlds and company’s pricing strategy according to their own products and agent products adopt different strategies respectively Company has its own product pricing strategy is the total cost pricing penetration pricing strategy, supplemented by customers differential pricing; Agent products of the company’s pricing strategy is adopted according to the requirements of suppliers limit pricing is given priority to, demand-based pricing is complementary In this way, can let the company quickly cut into the channel, with practicality Economical and practical guide consumers, and gradually establish and develop customer base, improve customer loyalty At the same time, in view of the company is currently in initial Ike, lack of funds, small scale, its sales ability and can provide services of water.In order to better implement the marketing strategy, do a good job in every link in the process of marketing activities, to ensure that the enterprise according to the expected target and work successfully completed the marketing strategy, Ike company plans through perfect organizational structure and internal management control system sales activities associated with the process and result, ensure good marketing strategy implementation, to achieve the desired effect.This paper is aimed at theoretical analysis on the Chinese outdoor market, which discusses Aike company marketing strategy, at the same time hopes to provide some reference and thinking for the same type outdoor market development.