TENTIPI Company's Outdoor Tent Business China Marketing Strategy Research

With the constant improvement of the domestic people's living standards and leisure time increases,people's physical and mental health and mental pleasure is more and more attention,the outdoors is rise rapidly in the environment and is popular with people,with the growing diversity of outdoor sports,such as the marathon,skiing,hiking,mountaineering,downhill,climbing,camping,fishing,photography,painting and so on.The participation of ordinary people is getting higher and wider.Therefore,promoted the outdoor goods industry in the domestic rapid development.TENTIPI as a small company specializing in the production of outdoor tents of internationalization,although as early as in 2007 it established a branch as a production base,but never develop the Chinese market,the market mainly concentrated in Europe,America,Japan and other developed countries,the market is relatively concentrated and slow growth,given that take off the UK events affect TENTIPI market as well as the opportunities brought by the Chinese market,domestic rising labor and raw materials,prompting TENTIPI company to explore new market,and the Chinese market is the best choice.In this paper,based on the theory of STP and 4P,PEST analysis model,porter five model and SWOT model analysis tools such as put forward the necessity of TENTIPI company to enter the Chinese market and strategic significance,and the TENTIPI company's external environment and internal resources ability carried on the thorough analysis,put forward the TENTIPI companies enter the Chinese market the STP strategic positioning and design of marketing mix implementation plan.Finally,five safeguard measures,such as improving internal management and optimizing organizational structure,are taken to ensure the smooth implementation of marketing planning.This paper focuses on the STP strategic positioning and design of marketing mix implementation plan for TENTIPI to enter the Chinese market.It is clear that TENTIPI should regard the Chinese market as an emerging market and pay attention to it.From the product and service,price strategy,marketing channel,promotion strategy four aspects of in-depth study of China's market strategy implementation plan design,put forward the first from the product level,display effect and implementation of the degree of difficulty to stratified and phased development of the market;According to different agents to implement a more flexible price strategy,fully stimulate market vitality,maximize the enthusiasm of agents to promote sales;Five possible marketing channels are proposed:brand management company,strategic alliance,agent mode,establishment of rental and sales company and network sales.Regarding these five possible marketing channels,we will keep trying to find several effective marketing channels suitable for the Chinese market with the guiding ideology of "bold attempt,careful verification" and "practice is the only criterion for testing truth".Is put forward to the exhibition,to create "city card","net red" effect,make several general scenario can be quickly copy,can be packaged sales,organization,experiential activities,celebrity demonstration effect.TENTIPI camping official planning,publicity and promotion through the Internet,through the booked order and give the exhibition tents in more ways to promote sales,discount "flash" nine kinds of promotional strategies such as interactive experience.The main innovation points of this paper are as follows:firstly,it puts forward the leasing mode of "camping officer";Secondly,create "replicable","packaging" scene marketing model.