Study On The Brand Competitiveness Of Sports Goods In China

China has stepped into an age of brand competition. Brand is the market transformation form of trade mark, an important tool of enterprise competition and a reasonable choice for consumers to reduce transaction cost. Brand competitiveness is an ability of enterprise to make its own brands distinct from competitors in market competition, to gain the acceptance of market and consumers and to intensify registration. The competition in sports goods market is the competition of brands. The brand competitiveness of sports goods is the enterprise competitiveness, product competitiveness and the comprehensive abilities of the brands represented different from other competitive brands through the competition of sports goods brands in sports goods market.Brand competitiveness of sporting goods is the highland of theoretical development of the sporting goods brand, and brand competition of sporting goods is also the practical evaluation and destination of brand competition theory. The study on brand competitiveness of sports goods has an important theoretical and practical significance on improving and enriching brand competitiveness theory, guiding and helping the cultivation of sports goods manufacturing enterprises in our country and enhancing the advantages of brand competition. Meanwhile, the study can be used for reference indirectly when it comes to promoting the development of sport industry and realizing the functions of sport industry in economic transition and social development.The issue of brand competitiveness of sporting goods has been the focus and the difficulty in academia and business circles in recent years. The paper is based on basic theories of sport management and applies comprehensively the theories of management, economics and intellectual property to make a systematical and deep study on brand competitiveness of sports goods in our country.In the process of the research,the existing research results have been consulted and referred in this paper.Retrieval is made on the correlative literature before the end of 2014 by using the scientific method of bibliometrics. When "brand competitiveness" is taken as the search term of "Web of Science" (abbreviated WOS) in foreign literature database,249 data are retrieved. When retrieval is made with "brand competitiveness" as the search term in "CNKI" of Chinese literature database,2387 data are retrieved. When retrieval is made using "brand competitiveness AND Sporting Goods" as the search term in CNKI database,27 literature data are retrieved. Throughout the discussion on the brand competitiveness of sporting goods at home and abroad,there are following characteristics:In the foreign literature,there are many discussion about the brand competitiveness and the comments on the brand competitiveness, but little attention is paid to the brand competitiveness of the sporting goods;In the domestic literature,there are many research results on the brand competitiveness,and the results on the cultivation and promotion of the brand competitiveness is particularly scientific and all around, but as to the generation and the assessment methods of the brand competitiveness,few result has been found.In the recent years, though the research literature on the brand competitiveness of the sporting goods can be found in succession,there are few deep and scientific research results on this issue.The study contents of this paper mainly include:Firstly, to review and sort out competitiveness theories, brand competitiveness theories and the research findings of relative theories of sport industry and make clear the process of their coming into being and development. Secondly, to analyze deeply and systematically the competitiveness of sports goods, illustrate its conception, explore its nature, dissect its features and clarify its logical relations. Thirdly, to study the decisive elements and mechanism of action of the brand competitiveness of sports goods and to provide theoretical support and foundation for cultivating and improving the brand competitiveness of sports goods. Fourthly, to analyze, compare and evaluate the brand competitiveness of sports goods using Benchmarking analysis and thus provide practical guidance and reference for cultivating and improving the brand competitiveness of sports goods. Lastly, after study, it finds that in order to improve brand competitiveness of sports goods, the measures should be taken in two aspects at the same time which are enterprise and the government. The main part to cultivate brand competitiveness of sports good is sports goods manufacturing enterprise. The cultivation of brand competitiveness of sports goods is a long-term dynamic process of practicing which begins with trademark registration and then continually strengthens consumer registration. Sports goods manufacturing enterprise, should, on the one hand, avoid misunderstanding in cultivating process; on the other hand toughen up the "one main part", strengthen the "two registrations", focus on the "three cultivations" and realize the"four modernisations"and "five forces simultaneously". The macroscopic strategy to promote the cultivation of brand competitiveness of sports goods in the government aspect is to carry out the "one tactic", make clear the "two orientations" and complete the "three systems"The logical structure of this paper is divided into eight chapters, and the main contents are summarized as below.Chapter 1 is introduction. It is both genesis and summary of the paper. This chapter introduces the research background, significance, research methods, main content, important ideas, innovations and shortcomings, the main problems to be resolved and so on.Chapter 2 is the review on relevant research literature. This chapter is the review and comment on the existing research results in the field, aimed at combing competitiveness theory and brand theory, especially grasping the developing venation and theoretical forefront of sporting goods brand competitiveness theory, also evaluating the relevant theory.Chapter 3 is the theory of sporting goods brand competitiveness, the theoretical foundation of the article. It deduces the theory of sporting goods brand competitiveness and its system on the basis of combing competitiveness theory and brand theory systematically and also defines and discriminates the related concepts.Chapter 4 is the component and functional mechanism of sporting goods brand competitiveness. It makes comprehensive analysis on source or component of sporting goods brand competitiveness, conducting in-depth discussion on the functional mechanisms such as process and manner of them for the brand competitiveness of sporting goods. It highlights the role of intellectual property elements such as trademark registration, brand registration, core technology and so on.Chapter 5 is the evaluation on sporting goods brand competitiveness. This chapter is mainly to solve the issue the evaluation on sporting goods brand competitiveness, but also to solve the problem of how to combine brand competitiveness theory with the competitive market of sporting goods brand on practice level, and it proposes benchmarking analysis combined with the features of sporting goods brand competitiveness in our country on the basis of analyzing and comparing the advantages and disadvantages of the existing evaluation methods.Chapter 6 is the comparison and reference of the brand competitiveness of sporting goods based on benchmarking analysis. This chapter is the specific application of the benchmarking analysis, making analysis and comparison using typical cases through the process of calibration and benchmarking to figure out gaps.Chapter 7 is the cultivating strategy of sporting goods brand competitiveness in our country. This chapter is both the extension and improvement of the benchmarking analysis and the strategy for sporting goods brand competitiveness. It proposes the cultivating strategy of "one subject, two registration, three creations and realization of three transformations" from a micro perspective, and the macro planning and policy measure of achieving "one strategy", making clear of" two positioning" and perfecting " three systems" from a macro perspective.Chapter 8 is the conclusion and prospect of sporting goods brand competitiveness. Based on national conditions, focusing on domestic and international development of sports industry and sports goods market, this chapter has analyzed the new situation confronting the ascension of sporting goods brand competitiveness, refined the new features, prospected the trend and foreground of sporting goods brand competitiveness in our country, and proposed the direction of in-depth study.Meanwhile,the chapter is the summary and the refining of the main research results of the whole thesis.The major conclusions drew and measures come up with in this paper are:the comment on relative study on brand competitiveness of sports good, the conclusion about relations and differences between brand and trademark, the conclusion about the two theoretical cornerstones of brand competitiveness theories of sports goods, The perspective that the brand is transformation form of trademark in market; the conclusion about relations and differences between brand competitiveness and enterprise competitiveness, the analysis about decisive elements and mechanism of action of brand competitiveness of sports goods, the conclusion about the analysis of brand competitiveness and the brand, conclusion about analysis of brand competitiveness and enterprise competitiveness, the comparison between the brand competitiveness of sports goods both at home and abroad and reference, the viewpoint on brand "registration"; Benchmarking analysis in brand competitiveness of sports goods, the strategy and suggestions for cultivating brand competitiveness of sports goods in our country, the conclusion that intellectual property competition leads the direction of brand competitiveness of sports goods, the conclusion that new format of sports will be beneficial to promoting rapidly brand competitiveness of sports goods, the conclusion that sports goods industry and sports goods market will keep developing, the conclusion that technology development influences the prospect of the brand competitiveness of sports goods, etc. During the research, this article has also carried out analysis and clarification on brand and trademark, product differentiation and brand differentiation, product quality and brand quality, corporate culture and brand culture, brand assessment and brand competitiveness evaluation, brand competitiveness assessment and enterprise competitiveness assessment, sporting goods brand competitiveness and brand competitiveness, trademark registration and brand "registration" and so on, and has also put forward relevant views and ideas of the author.The innovation points in this paper are as follow. One is the aspect of theoretical innovation. Theoretical level:Firstly, systematic exposition of sporting goods brand competitiveness concepts, feature, Component, functional mechanism, the links and differences between cultivation and promoting measures, brand competitiveness and core competitiveness of enterprises, and industrial competitiveness and product competitiveness, in a bid to make efforts to enrich the theory of sporting goods brand competitiveness; secondly, two new perspectives are proposed:firstly, brand is the market transformation form of trademark. Thirdly, it is innovative evaluation method. The paper applies Benchmarking analysis to the evaluation of brand competitiveness of sports goods for the first time.Practical level:in view of the cultivation situation of sporting goods brand competitiveness in our country, this article proposes that firstly, enterprises need to make stronger "one subject", to intensify "two registration", to focus on "three creations" and to realize the " four modernisations"and "five forces simultaneously" from a micro perspective, and governments need to propose the promotion measure and suggestions of sporting goods brand competitiveness to implement "one strategy", to make clear "two positioning" and to perfect" three systems" from a macro perspective.Limitations of this article and directions of further research:the issue of sporting goods brand competitiveness is the theoretical highland and practical difficulty in brand building of sporting goods, and especially features of sporting goods brand competitiveness require further mining and refining. The collection of related financial data in sporting goods companies and related strategies for brand competitiveness is faced with problems due to extent of disclosure and protection of trade secrets and so on, which thus causes certain limitations for the deepening of the theoretical study and pertinence of practical guidance. The study on new situation and new issues incurred along with the rapid development of science and technology, the popularity of "Internet Plus Sports", intelligent sporting goods and brand competitiveness remains to be deepened.Standing at the leading edge of the era of brand competition, and analyzing, studying and judging the general trend of brand competition development in our country, will do benefit greatly for us to grasp the direction of cultivating brand competitiveness of sports goods in our country at practical level. It will also contribute to the tracking and exploration of the process of brand competitiveness theories.From the perspectives of the development of sports goods market of our country, the intellectual property competition and E-commerce oriented to core technology and famous brand, the new format produced by the high integration of modern sports media industry and sports goods industry as well as sports event industry, and the influences produced by the rapid development of science and technology, the tendency of brand competitiveness of sports goods for years to come in our country can be foreseen.The ascension of sporting goods brand competitiveness in our country is faced with a fairly rare opportunity. The implementation of national strategy for comprehensive value for building health, the rapid increase in the consumption of sports and the accelerated development of the sports industry will inevitably drive the development of the sporting goods industry, which can thus lay the foundation for the improvement of sporting goods brand competitiveness.