Research On The Competitiveness Of Brand About Of Sporting Goods Company In China

Brand competition is becoming the main form of business competition in the international market. With the development of the world economy globalization, China and the world is increasingly close. At present, our country has become one of the world's largest production base and the major consumer market. A large number of international sports brand swarmed into our market, with their abundant funds, advanced technology, management experience, the sales channels of globalization and leading brand, China sports market has been formed the international competition posture. At the same time, more and more domestic enterprises have begun to attach importance to sports brand building and gradually increase the competitiveness of their own brand. In the domestic market , they have a contest with the international sports brand and after long years effort they have their own competitive advantages in their brand. However, totally speaking, most of our country's sports brand are less competitive than international brand. A lot of competitive guiding lines are under the international brand , such as less marketing share , famous of brand, the brand presentation of cultures, the brand loyalty and so on. Most of the domestic sports brand still linger in the low-end market. The high-end market remained occupied by the international brand, only less brand could confront with the international brand, for example Li-Ning. Along with the advent of Beijing Olympic games, our China's sports market will receive the all-time prosperous, as for the domestic sports enterprises, it is not only the chance but also the challenge. It is necessary to play the advantages of local brand, base on the domestic market, scan widely of the international market, build a world-class sporting goods brand and really achieve the transformation from China to international market. Upgrade the competitiveness of our country's sports enterprises across-the-board is essential.This paper is organized as follows. A brief introduction on proposed problem is give in Section 1, telling the main aim, significance, methods and emphases. It also reviewed the research status of the brand competitiveness in and out of our country. In Section 2, some basic theories of brand international competitiveness have been proposed along with the reference of forefathers'production .In Section 3, analyzed the international sports competition in the market situation, local and abroad sports goods industry status quo and developing trend. Through the SWOT model, did the research of the domestic sports brand international competitive environment. In Section 4, took advantage of the collection of the large amounts of data and literature, made use of the comparative analysis, case analysis, brand culture and brand market power, the trade competitiveness of China's four-level sports goods enterprises'brand internationally competitive analysis, evaluation and comparison, specially using the Li Ning ,Nike and Adidas as the examples to compare the competitiveness of domestic and international brand. In Section 5, in accordance with the disparity of domestic and international market and the whole international competitive environment, proposed the critical elements and specific measures of how to enhance our country's sports brand's international competitiveness. Conclusions are given in Section 6. Firstly, international sports enterprises have long time development and gain a series of experience, such as production, management, distribution, brand contribution, forming a set of large-scale multinational of sports goods. Our domestic sports enterprises have large gap with them. Secondly, seen from the current competitive situation, our local sports enterprises'position are austerity, we are far from with the international brand, the high-end market was totally occupied by the abroad brand. Thirdly, seen from the market need, our sports goods market is increasingly in the market space, especially Beijing Olympic will exploit the space. Fourthly, grasp the critical issue of the brand international competition, do research on environment, technology, brand spirit, economy competition, sales channels. On the other hand, exert the government ability to heighten the efficiency of the enterprise brand.