analysis- comparison of outdoor brand marketing practices（户外品牌营销实践的分析,比较）.docVIP

Analysis: Comparison of outdoor brand marketing practices Research papers Download News: Recently, China Outdoor Alliance released the 2012 China Outdoor Market Report shows that in 2012 China Pan outdoor market reached 32.6 billion yuan, accounting for 40.5% of its core markets, the low-end market accounted for 25.5%, casual fashion. brands accounted for 19.9%, 14.1% sports brand. In the current situation of many outdoor sports brand to enter the industry of the moment, each traditional outdoor brand building brand began to accelerate the pace of brand marketing. Sina Weibo, has over 530 million registered as users of new media representatives, is branding, marketing, planning and other activities an important platform from the existing 276 domestic outdoor brands, select 4 as a representative, statistical release its official microblogging Sina information, analysis 1-8 months in 2013, the brand’s marketing tools, advantages and disadvantages, etc. and enlarge the status of domestic outdoor market. Brand Dynamics - to show the strength and direction of the brand development Sky Music: Multi in shaping the image of a young entrepreneur, no brand ambassador, there is running TV TVC Camel: good use of the spokesman Han identity, with the focus of numerous events, topics, as well as the recent generous sponsors free outdoor equipment brand action HASKI: still the more traditional way of brand development, new trends much, but with the movie stars do voice, easily lead to public concern Tian day: finally hit ‘provincial famous trademark’ sign, little movements, moving steadily in a horizontal line Keller Stone: famous older, low-key attitude of doing things, great experience in product development Outdoor activities - professional outdoor areas of occupation and the strength of the show Sky Music: mostly public outdoor activities, hiking and other organizations, such as nominal, but the creation of an independent charity outdoor clas