The Research Of Outwear Marketing Strategy Of Xiamen Kingland Co.,Ltd In Russian

In 2017,Russia’s clothing imports increased by 57%,while Russia’s domestic clothing production increased by only 3.8%.Means the Russian garment industry is heavily dependent on imports.This opens a new window for many Chinese companies to further open up the Russian market and expand their market share in Russia.The article takes the marketing strategy of Xiamen Kingland Co.Ltd.in the Russian market outdoor apparel brand as a case study object.First,the application of international market entry strategy analysis tools,analysis of the current outdoorapparel products of the overall situation of the international market,focusing on the analysis of outdoorapparel products in the Russian market entry opportunities.Then,through PEST analysis model analysis,the current market situation of outdoor apparel products in the Russian market is analyzed.Thirdly,through the application of STP theory,the Russian marketing strategy is comprehensively analyzed,and the Russian outdoor clothing market is subdivided(S),target market choice(T),and market positioning(P)based on Russian local characteristics.Finally,using the 4PS theory,this paper develops the marketing strategy of outdoor sports products in Russia,including product and service strategy,pricing strategy,channel strategy and promotion strategy.The thesis thinks that in the fierce market competition,Xiamen Kingland needs to design international marketing strategy which is in line with the characteristics of the enterprise.We will carefully study and analyze the Russian market environment,integrate the company’s own product advantages and characteristics,make market segmentation and market positioning,use the most reasonable marketing mix strategy,formulate a complete international marketing plan,and control the international marketing plans formulated.And supervise the implementation of the plan to ensure the feasibility of the company’s overall marketing plan and achieve the company’s overall business goals.Through the study of the Russian outdoor sports product marrket,combined with the company’s resource endowment,this paper puts forward marketing strategies that meet the needs of the company’s development,and hopes to provide a certain reference value for the company’s other markets.