【摘要】 户外运动的兴起催热了户外用品市场,人们对户外用品的关注度和消费需求也与日俱增,冲锋衣以其优异的适应性和功能性而备受户外运动者的喜爱。从冲锋衣的相关概念入手,指出其功能性和审美相融合的设计理念,以及多元化的营销渠道。同时,运用百度指数工具对冲锋衣市场的集中性、季节性、地域性,以及市场关键词等进行搜索和分析。通过对4Ps(以企业利益为目的)和4Cs(以消费者的需求为核心)两种营销模式的分析,提出较适合我国国情的冲锋衣营销模式。更多还原

【Abstract】 The popular outdoor sports promotes the development of outdoor market, attention for outdoor products and consumer demand multiplies, outdoor sports outdoor jackets is loved by the people like outdoor sports with its excellent adaptability and function. Based on the definition of outdoor jackets, the paper introduces the functional and aesthetic integration design concept of outdoor jackets, and its diversified marketing channels. Then, it uses Baidu index query tool to search some dates about outdoor jackets, such as the market concentration, seasonal,regional and key words, and analyses them. Based on the analysis of two kinds of marketing modes, the 4Ps(enterprise benefit for the purpose) and 4Cs(consumer’s demand as the core), the paper puts forward the marketing mode of outdoor jackets which is suitable for our country.更多还原