Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 3rd International Conference on Business and Policy Studies
Series Vol. 74 , 17 April 2024
Open
Access | Article
Research on the Marketing Strategy of Beneunder in China
* Author to whom correspondence should be addressed.
Abstract
In recent years, with the widespread popularization of outdoor sports culture and sports awareness in China, outdoor activities have evolved from a niche interest to widespread sports and relaxation in society. Especially against the backdrop of the pandemic and the reduction of social distancing, low-intensity and recreationally lightweight outdoor activities have gained popularity among urban youth. Consequently, the popularization of lightweight outdoor activities has led to the flourishing development of the market for lightweight outdoor activity brands. This study takes the Beneunder brand as a case study, utilizing the SWOT analysis to explore the brand's marketing strategies in the Chinese market systematically. A detailed analysis and summary of the strengths and weaknesses of its marketing strategies will be conducted, and corresponding strategic and optimal suggestions will be proposed. Beneunder, with its co-branding efforts, accurate market positioning, and mature sales channels, has successfully entered the Chinese market for lightweight outdoor activities. However, challenges arise due to weak offline sales capabilities and insufficient investment in scientific research, hindering the brand's development. Faced with competitors from specialized outdoor brands and the impact of negative public sentiment, Beneunder must seize market demands and enhance product design and quality to further achieve brand upgrading.
Keywords
Marketing Strategy, SWOT analysis, Lightweight Outdoor Brand
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-371-5
- ISBN (Online)
- 978-1-83558-372-2
- Published Date
- 17 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/74/20241498
- Copyright
- 17 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited