The Influence Of Sports Brand Culture On Nanning College Student’s Sports Consumption

In recent years, a nationwide movement upsurge to further promote the sports marketdevelopment hot, rich variety of sports goods in large numbers. In the physical productmanagement process, the brand strategy has been one of the main strategy of a large number ofenterprises, this strategy not only to expand the market share of the products has an importantrole, but also has a certain significance to meet consumer demand for the fashion. Sportsproducts brand culture can provide a comprehensive understanding, understanding of sportsproducts available to consumers, so that consumers benefit. In many consumer groups, collegestudents is the most a large, relevant results that, in terms of sports brand consumption, Chinayouth is occupied largest proportion of consumption of the main force, at the same timeconsumption tendency of youth in this respect, among the more diversified and complicated,college students on the brand and style of the pursuit, even more than other products on thepursuit of quality. Show the influence of any brand, more reflected in the brand culture strategyitself, with the help of sports brand culture to attract students sports consumption has becomeone of the main means of many sports brand. So the sports brand culture on college studentssports consumption, not only has important significance for the sports brand itself, is importantfor the consumption of College students.So, this thesis in Nanning city college students as the research object, through the literaturematerial method, interview method, questionnaire survey method, mathematical statistics andlogical analysis, the influence of sports brand culture of sports consumption of universitystudents in Nanning City as the main line, first to the relevant domestic and international brand,brand culture and brand culture of sports review; after the characteristics of several typical sportsbrand culture as bedding are described; then through investigating the Nanning city collegestudents sports brand of cultural consumption, and from the consumer psychology, consumerbehavior, consumption mode, consumption results in four aspects the concrete analysis of thesports brand culture on Nanning College Sports brand consumption, final some conclusions. Inthis study, to further promote the sports brand has important significance to build the reasonablebrand culture; it has a certain practical significance for the promotion of college students in thesports brand cultural cognition and related concept of consumption.