Research On Brand Loyalty Of Sports Clothing In China

With the economic development and improvement of people's living standards,consumption level of residents'sports clothing will be increasing gradually in China.The prospect of sports clothing is attractive.It has never been so flourishing in China and competitive in international supermarket.Although some famous brands,such as LiNing and Anta,have appeared in sports clothing industry,it has a long distance compared with international brands,for example,Nike,Adidas and so on.As a result of the more and more drastic market competition and the more rational consumption behavior of the consumers,many enterprises are subject to loss of consumers and decrease of market shares.So how to develop high loyal comsumers is an urgent problem.In order to enhance the competitive ability of our sports clothing against international brand and extend market shares,the paper does research on the form process,influence factor and measurement of brand loyalty about sports clothing.According to the experts'investigation and analysis of construction about sports clothing brand,the paper makes some suggestions that they will enchance the brand loyalty of our sports chothing and will be as referrences in the precess of brand construction.The paper has five parts,the first one describes the research status at home and abroad,then expatiates the problem,intention,meaning,research method and structure.And next it describes relevant theory about brand loyalty that will support the after chapters.The third part describes the form process of brand loyalty,and takes example for sports clothing market shares in Harbin city,proposing a hypothesis,designing and investigating questionnaire,and analyzing the main factors that influence the brand loyalty of sports clothing.The fourth part does market investigation on Nike and Lining,the famous sports brand at home and abroad,and measures Nike and Lining using synthesis loyalty plural measurement model,gaining the Lining's advantages and disadvantages compared with Nike.The last part proposes some methods of improving brand Loyalty of our sports clothing according to the result of the third and fourth parts.