| In recent years,with the continuous improvement of people’s living standards,outdoor sports which is characteristic of closing to nature,relaxing,seeking excitement has entered the ascendant stage of development.Compared with the developed countries in Europe and the United States,Chinese market is still far from mature.Outdoor products were originated from outdoor sports,while promoting the development of outdoor sports.The emergence of China’s outdoor manufacturing enterprises should be attributed to the thriving development of the relevant industry in developed countries and the increment of demand for professional products accordingly.Enterprise A is only a typical representative of companies in outdoor industry in China,as a country filled with manufacturing power.The main purpose of this paper is to identify the causes that impede profit increasing of enterprises in recent years,and adopt the theory of strategic management to analyze the reason for profit staggering should not only be attributed to the macro environment but also the internal business process itself,that is,organizational structure,marketing management and other issues.Thus,through analysis of SWOT,key factors affecting the development of enterprises can be concluded and appropriate marketing strategy optimization portfolio can be developed.By taking the relevant measures,the company’s marketing management capabilities can be enhanced and resource allocation competitiveness can be improved to achieve higher growth and sustainable development goals.However,with the increment of labor and other costs,the advantage of China’s manufacturing industry is declining.To firm A,the research of this paper is to solve the problem of how to seek profit growth and realize sustainable development under the background of current economic environment,and how to make marketing strategy optimization accordingly.It can be regarded as references for those related manufacturing export enterprises which are under transformation. |
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