Research On Marketing Of Sports Apparel Brand Base On Consumer Demand

In the modern consumer life, self-awareness and self-demand consumer has become more intense, self-display and self-personality show consumers have gradually become an important form of personal charm, through the consumers want branded consumer, to show its unique taste and personality. Consumer spending mentality, consumer demand and changes in consumer behavior, brand marketing model and marketing strategy put forward new requirements and adjustments. In order to meet consumer demand and consumer mentality, brand marketing process, we must be the main consumer demand for identification, based on customer demand, develop targeted marketing strategies, so as to strengthen the interaction between brands and consumers, in order to meet consumer demand, to promote sustainable development of the brand. Especially in the age of the Internet, based on consumer demand, to develop in line with consumer demand and brand development of the marketing strategy to improve brand satisfaction, brand loyalty and brand image of great significance. Based on the domestic and international research, from the brand, the basic concepts and theories of brand marketing and consumer demand starting to Li Ning, the company as a case study, using literature data, expert interviews, questionnaires, mathematical statistics, comparative analysis and SWOT analysis, the Li Ning sportswear brand marketing status quo and the existing problems were analyzed, using questionnaires, Li Ning sports apparel brand of consumer demand for the analysis, using SWOT analysis, analysis of Li Ning company advantage marketing development, weaknesses, opportunities and challenges, based on consumer demand, Internet marketing and supply-side reforms proposed Li Ning sports apparel brand in the age of the Internet marketing strategy.Based on the sports apparel brand marketing studies, the main draw the following conclusions:(1) the presence of Li Ning brand marketing product positioning unscientific and unreasonable price positioning, channel management and promotional marketing chaos efficiency is not high.(2) With the update to improve the people’s living standards, changes in consumption concept, and the concept of dress, different consumer groups in the functional requirements, experience requirements, economic needs and psychosocial needs were divided. In this situation, Li Ning, the company must reshape the brand positioning, target markets, develop a more scientific product strategy, pricing strategy, channel strategy and marketing strategies in order to meet consumer needs, improve the company’s operating performance and brand image.(3) Faced with an increasingly diversified and personalized consumer demand for brand marketing process problems Li Ning, the company must fully learn from Nike’s marketing experience, for change of its Internet era marketing strategy. From the supply side point of view, it is to optimize the marketing team, innovative marketing models and innovative marketing system, in order to improve the user experience, to meet user needs, enhance the company’s brand image.