Path Of Corporate Brand Building For Small And Medium-sized Sporting Goods

Sports industry is one of the fastest developing industry in today's global economy.which Annual brought to the world 400 billion in revenue, and an annual rate of 20% by increasing.The sports industry place contain vast opportunities brought about by the huge profits, let more and more people realize the sunrise industry charm.Sporting goods market as an important part of the sports industry, undertakes all sports provide various equipment's task, is the second important industry market under competition demonstration.In this potential market, domestic sports goods production accounted for 70% share of the world, but the brands of marketable products and profitability are far below foreign several well-known sports equipment manufacturers.In the product quality has overtaken even some products has reached world advanced level of cases, we still have not broken old market pattern, the most important reason is that our products still lack the brands which is full of marketable.This paper based on small and medium-sized sports product enterprises as the research object, after study of extensive literature and publications we use a specific brand building concept as the premise, and take the clue launched research by why we want to build a brand, brand building status and how to build brand of small and medium-sized sports product enterprises.According to research needs this paper mainly used literature research method, interview research.Firstly, analysis the sports industry concept, the domestic and foreign present development situation and future development trend, in order to deeply understanding current domestic and international sports industry process.Secondly, analysis role and influence of the brand construction of sports product enterprises. At the same time, we explains the necessity of brand constructing to small and medium-sized sports product enterprises, from the market Angle, the Angle of enterprises, product competition, industry development needs, consumer behavior selection etc. Thirdly, the author comprehensive analysis on previous research.Based on this research, author explain the brand building status of small and medium-sized sports product enterprises, and deeply analysis, the problems and causes of the brand construction. At last, from practice Angle, analysis the relationships between marketing planning and brand building of small and medium-sized sportst product enterprises.Remarkably, the author provided five kinds of marketing planning of countermeasures, from marketing strategy planning, product planning, advertising planning, public relations planning and network planning.Thus reach the purpose of further complement and perfect small and medium-sized sports product enterprises brand building system.Further more, provide valuable reference. for small and medium-sized sports product enterprises brand strategies.