The Research On The Brand Operating Model Of Chinese Sport Products

In 2008 Beijing Olympic Games let our country sports industry present a full of vitality prosperous scene, the sporting goods profession has brought the development opportunity which for our country hundred years difficult to meet, but along with the global integration's arrival, had without doubt for Our country the Native place Enterprise set a higher request.Under this internationalization tide impetus, the overseas strong trend sporting goods brand pushes onward the Chinese market in abundance. How to establish and maintain own sporting goods brand, enhances own international competitiveness, is the China Sporting goods Enterprise urgent attention major event.This article take "China Sporting goods Brand Movement Pattern's Research" as the topic, the utilization many kinds of research techniques, to the sporting goods brand elementary theory, our country sporting goods brand faces the question which and our country sporting goods brand movement pattern the opportunity, in our country sporting goods brand developing process exists and so on several aspects carries on the elaboration.First, because did not have the scholar to make the explicit definition at present to sporting goods brand this concept, this article through right"the brand"the concept understanding, the union definition way: = is by the defined notion + the inter-species difference,"the sporting goods brand"the limits will be: The sporting goods brand is the enterprise provides through the sports product and the auxiliary service to customer's one kind of pledge, is the consumer one kind of psychological experience which obtains through the sports product and the service station. Then to makes the opportunity which our country sporting goods brand faces to carry on elaborated:1.the state economy continues the fast growth2. the resident sports consumption level enhances3. world-class sports grand occasion unceasinglyThrough our country sporting goods brand and the overseas strong trend sporting goods brand disparity's contrastive analysis, discovers in our country body thing brand developing process to have the problem the reason.Chinese and foreign sporting goods brand existence disparity:1.Chinese and foreign sporting goods brand market share existence disparity2.In Chinese and foreign sporting goods quality existence disparity3.Chinese and foreign sporting goods consumer degree of satisfaction existence disparityIn our country body thing brand developing process has the problem the reason:1.Compares the brand quality with the overseas well-known brand also to enhance2.Lacks brand individuality3.Neglect brand culture4.Brand marketing system insufficiently perfectIn view of the existence question, profits from the overseas domestic strong trend sporting goods brand the experience, unifies the Chinese actual situation, has constructed our country sporting goods brand movement pattern, makes own brand take this as the domestic sporting goods enterprise to provide the rationalization the suggestion:1.Technical research and development, product innovation2.Integrates the culture, manifests individuality3.Pays great attention the marketing, develops market...