Study On Brand Construction Of Sports Goods In China

Mr. Dewey, vice president of Olympic Economy Research Association said that sporting goods industry is the barometer of sports industry development. With China's rapid economic development and constantly improvement of the living standard of nationals, sports and leisure are more and more popular in people's daily life. Sporting goods industry, whose role as a barometer in sports industry has become increasingly evident. But now, many problems have become apparent, and the biggest problem is lack of strong brand. In recent years, China's brand-building has made great achievements, such as Li-Ning, Anta, X-tep are good examples. However, in general, the gap is so great that China brand can't compete with international brand. So how to set up a brand, and keep this superiority into upgrading the competitiveness is the same task all China's sports enterprises are facing.This paper uses documentary and comparative methods to study on problems of brand construction of sporting goods industry. Based on the theory of brand elements, the author made analysis on every specific factor of brand building and the main problem we are facing, some suggestions of marketing tactics of brand building will be put forwards. The innovational point of this paper is to put forward to the idea of the sporting goods industry value chain.This paper focuses on main problems of sporting goods brand enterprises in the brand construction, as well as the countermeasures that should be taken .Through research, the author got the following conclusions: major problems in sporting goods brands construction are: weak position of brand in the industry; weak brand awareness, disregard brand building; lack of channel-building, ect. China's sporting goods brand-building proposals: accurate positioning, build brand personality and brand building core values; strengthen product quality, and strengthen brand foundation; recycling brand value by using brand communication ; enhance and excavate brand culture deeply to build Core resources of sporting goods brand; public relations for brand.This paper is logically divided into three parts:The first part introduced the actuality of sporting goods industry in both home and abroad, focusing on why does China's sports brand drop behind ,and then got a conclusion that strengthening the brand building is helpful to the health and sustainable development sporting goods industry in China;The second part is the keystone in this paper. This part discussed the problem about the brand-building framework of our sporting goods, and made a brand value chain for our sporting goods industry, in order to provide intellectual support for sporting goods industry to form its own strategic brand management system as soon as possible;The third part takes Anta Sports LTD. for example to explain the achievements of Li-Ning brand development .Hoping that China's national sports brand Anta, can provides a favorable reference and reference for other sports brands in China.