Research On Brand Marketing Strategy Of China’s Sporting Goods Enterprise

With economic globalization and the acceleration of the integration process, andgradually expand the scope of China’s reform and opening up, the sporting goodsindustry is known as a sunrise industry, sporting goods companies in China startedrelatively late over foreign sporting goods companies, almost half of the Chinesesporting goods market shareoccupation, foreign sporting goods brands and at the sametime the increasing number of domestic sporting goods brands, famous clothing brandand casual clothing brand began producing sports clothing, sporting goods companiesin China will be subject to foreign sporting goods brands and domestic apparelindustrydual challenges of China’s sporting goods companies in the fierce competitionin the market in order to be able to seize opportunities, meet challenges, build brandmarketing strategy is imperative for sustainable development of enterprises.Paper first analyzes the Chinese sporting goods brand marketing strategy statusquo, the analysis of the importance of sporting goods brand marketing strategy, sportsgoods brand marketing strategy elements and Chinese sportswear brand marketingstrategy condition; analyze the problems of the Chinese sporting goods brandmarketing major market share is not high, the limited space for development, brandcommercial operation, creative publicity weak, low brand recognition and saleschannels are limited; sporting goods brand marketing major impact on the sustainabledevelopment of enterprises to improve product sales, increase its additional valuesconducive to guide consumers to generate brand, improve the technological content ofproducts, to create a competitive advantage; Finally, measures of brand marketingstrategy to promote the sustainable development of the sporting goods businessmainly with a unique marketing concept, increase brand awareness diversified thestandard system to improve product quality, enhance scientific and technologicalcontent of products, and actively explore the international market, and establish agood brand image, to create ethnic characteristics of the brand and a focus on brandrisk management.Through this research, and strive to improve the Chinese sporting goodscompany’s brand marketing strategy, and provide a theoretical basis for theconstruction of brand marketing, raise Chinese sporting goods brand image, enhancethe international competitiveness of the Chinese sporting goods company.