Research on the Positioning and Development Strategy of Archaeopteryx Brand in Chinese Market

As people focus more and more on health, outdoor activities are becoming more and more popular, and Arcteryx, as a leading brand in outdoor activities, has received a lot of attention recently, this paper adopts the literature review and case law method around Arcteryxs itself, and researches on Arcteryxs market strategy, technological innovation, market adaption, market competitiveness, etc., one by one, and this thesis has certain reference value for the positioning and strategy of Arcteryx as well as other outdoor brands in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management, and digital application. This thesis has certain reference value for Arcteryx and other outdoor brands positioning and strategy in the Chinese market, as well as in brand marketing, product innovation, consumer relationship management and digital application. It also points out that the brand recognition and product line concentration in Arcteryxs high-end market are relatively low, and the future should further explore the regional market performance, changes in consumer behavior and the application of virtual technology.