Guangdong Sporting Goods Brand Strategy Implementation

As the new century comes, sports goods industry shows its tendencyof brand monopolization in every comer of the world, which enjoys anincreasing industrial concentration. Since China has entered the WTO,Beijing will host 2008 Olympic Game, and Guangzhou will host 2010Asian Game, these events bring in historical development opportunities,together with fierce market competition brought by the world famousenterprises for the sports goods enterprises in China.On the basis of studying sports goods development tendency, andanalyzing current development conditions of Guangdong sports industryand sports goods industry, with related theories and SWOT analysismeasures of enterprises competition strategy and brand strategy, thisarticle analyzes the problems which exist and restrict the Guangdongsports goods enterprises to implement the brand strategy, and exploresthe way for Guangdong sports goods enterprises to implement brandstrategy.Based on the development conditions of Guangdong sports goodsindustry, this article points out that, to solve different problems in thedevelopment of Guangdong sports goods industry, it is a must to seizethe opportunities so as to realize the sustainable development, and topromote the implementation of enterprise brand strategy. To establish abrand with independent property right is one of the key steps. Finally, itis essential to offer comments and suggestions on the brand strategyimplementation to Guangdong sports goods enterprises in the aspects ofstrategies, concentration on core competitiveness, improvement ofproduct quality, establishment of enterprise culture, reinforcement ofproperty right protection, as well as government support, so as to providean example to the implementation of enterprise brand construction.