Research And Construction Of Ningbo Fitness Enterprise Brand

With the rise of mass sports, the demand for fitness products are increasing and followed by arising of various fitness business services, thus fitness market appears signs of prosperity. In addition, consumers are increasingly growing brand awareness which makes brand effects that have been brought by fitness enterprise brands to be drawn people’s attention. With a gradually promoting of people’s attention of brand which guides people to begin pursuing brand, thereby, pushes the development of fitness enterprises. However, with a rapid development of fitness enterprises, there are a series of issues emerged, such as illegally register brand label, plagiarse brand concept and lack of a competitive brand in this market. Therefore, establishing a competitive brand and becoming a popular brand are the common problems for our national fitness business services.This paper used 12 Fitness Enterprise brands from Haishu, Jiangdong and Jiangbei districts in Ningbo city as research objects and adopted the literature material method, questionnaire method, mathematical statistic method and SWOT methodology.This study result shows: Ningbo city Fitness Enterprises have awareness of brand design, while the range of brand subsidiary elements have not reached full enough; have low percentage of branding in fitness market; though Fitness Enterprises have certain popularity, but have less influence in the society. little alternation in products of each Fitness Enterprise; lack of own brand characteristics; mode of transmissions are more conventional and short of new communication modes.In conclude,(1) Ningbo Fitness Enterprise brands have some advantages in aspect of that the importance of brand recognition, brand design and brand communication they valued, still the brand effect is need to be improved.(2) according to the characteristics of Ningbo Fitness Enterprise brands, the outcomes of the brand growth model and following the Fitness Enterprise brands construction principle, market demands and the advantages of enterprises, from brand positioning, brand design and brand communication these 3 aspects, construct the procedure of Ningbo Fitness Enterprise brands.(3) To propose the future development of the process, Ningbo Fitness Enterprise brands should emphasise the management of brand equity and the implementation of brand strategy, standardise Fitness Enterprise brands equity with culturing brand loyalty, promoting brand awareness, strengthening brand recognition advantages of the background, formulate the brand development strategy with brand policy environment, quality management, cultural innovation and networked.