Research On The Brand Management Of Company A Based On Family Outdoor Products

With the improvement of living standards, people more and more advocate natural, environmental protection, comfortable lifestyle, and outdoor sports is a mood of a leisure way very closing to nature and relaxing and become more and more popular, which gave birth to the development of outdoor products industry. At present, some famous international outdoor companies are optimistic about chinse outdoor products market and increase their investment in chinese market, because they are strength in finance and outdoor brand marketing experience, they had occupied a certain share of high-end outdoor products market in china. While the Chinese outdoor products enterprises are in the stage of development and can only win some market share by low price according their own conditions.This paper firstly analyzes the status and development trend of the outdoor industry and its products, so that related operators can know the latest situation of outdoor industry and its development trend,at the same time,consumers can enhance the knowledge of outdoor sports and their products, know more about the new natural environmental and comfortable leisure life, then improve their brand perception and make rational purchase decision. Secondly, domestic operators’must strengthen their understanding of brand and brand management.Brand management is an effective management of the whole process of the brand, to make the brand operation facilitatethe enterprise management, and constantly improve the enterprise’s core value and brand equity, which lays the foundation for the long-term development of the brand.Company A is a private enterprise and a listing corporation. It has more than ten years of brand operation experience in the outdoor industry. Its brand market share and brand awareness rank the first at the domestic outdoor industry in recent years. So it has the value and practical significance to make a research.This article firstly study the theories of the brand and brand management, get general idea of the definition of outdoor products, its domestic and foreign marketing status and its development trends, then select a specific A company and its family outdoor products to start research. It studies the macro and micro environment of company A by the methods of PEST and SWOT analysis to summarize the macroeconomic environment of domestic outdoor industry and list the strengths and weaknesses, opportunities and threats for the company. At the same time, it analyzes A company’s brand assets, development and brand strategy to get the problems of its brand management, and then puts forward subdividing brand position, rebuilding brand image, enhancing brand experience, strengthening the ability of the brand crisis management, planning brand globalization as the conclusion. Rebuilding the brand image, is to keep the enterprise slogan to convey the brand image, while improve the quality of products, develop network channels and improve the enterprise spokesmen image of their own, so as to change consumers’negative understanding of the brand image in the past.A company wields the multi brand strategy, then puts forward the outdoor ecosystem based on user needs which is through the introduction of the superlative product or service to win the reputation, with the unique cultural,finesorted products and creative services to penetrate the association, and finally by the ecosystem big data to service the users. In the process of brand management analysis, we found that the inventory management is a weak point of the enterprise and its development strategy is wide which need consider the continuing financial support. Therefore, the enterprise should strengthen its inventory management. Hope it can build the ecosystem successfully by catering to the trend of industry convergence and upgrade the outdoor sports brand to a platform with integrated development ability.