The Research On The National Brand Building Of Sporting Goods Enterprises In Zhejiang And Fujian Provinces

With the increasing significance of global economic integration, foreign sporting goods enterprises have entered China Sporting Goods Market. These foreign enterprises are based on advanced technology, excellent quality, personalized products, and occupy our sporting goods market share by superior marketing, which has brought forward a severe test to China's sporting goods enterprises'survival and development. Facing competition, China's sports goods enterprises have no lack of production advantages and quality advantage, but only lack brand competitive advantage. If Chinese local enterprises want to develop, they should change the enthusiasm of short-term economic effects, building a strong and influential national brand, which is the urgent for the development of China sporting goods enterprises.In this paper, the author uses the method of documentary, questionnaire survey, logical induction, field study, expert interviews and other research methods, and the research object is the sporting goods brand gathered in Zhejiang and Fujian provinces. This paper is tend to analysis current development situation of Zhejiang and Fujian provinces'sporting goods enterprises and brand, and attempts to reveal the problems of Zhejiang and Fujian provinces'sporting goods enterprises such as the poor awareness of the brand, low assets, the ambiguity of market positioning, the unreasonable industrial structure, the sole means of brand communications, the shortcomings of advertising appeal, the problems of endorsement, the low protective capability. On this basis, the author use corporate competitive strategy, brand building and other relevant theories and SWOT analysis, to analyze the constraints in the aspect of implementation of national brand building in Zhejiang and Fujian provinces'sporting goods enterprises, and put forward a proposal that they should seize opportunities, achieve sustainable development, and carry out the national brand strategy in order to solve the problems in the development of Zhejiang and Fujian provinces'sporting goods industry. The way of national brand building as follows: First, enhance the national brand-building awareness, protection of national brand awareness and the national brand consumption consciousness of consumers. Second, the national brand's market position product positioning and consumer positioning should be a clear, the last from a strategic level, around the shaping of national brands personality and culture. Third, on the tactics, they should establish the character and culture of national brand, refining the core values of national brands, improve the competitiveness of national brands, choose the national brand, media, and celebrity endorsements and national brand extension, etc., to provide comments and suggestions for the implement of Zhejiang and Fujian provinces'national brand building of sporting goods enterprises to, so as to offer some theory on the\ enterprises'national brand-building.