Comparative Study Of Chinese And Foreign Professional Sports Apparel Brand Image

With the rise of national wide fitness, more and more people participate actively in the various sports activities. The promotion of the economic level can bring the improvement of people's consumption level. More and more public sports participants are no longer satisfied with the ordinary casual sportswear in sports clothing, but have a strong consumer demand for professional sports apparel. Because the brand is one of the important factors that can influence consumer choice of professional sports apparel, which made the professional sports apparel brand be given more added value,so to create a good brand image has an important role for the development of professional sports apparel business.At present, there is a fierce competition of the professional sports clothing brand both at home and abroad, most well-known international professional sports clothing brands have been poured into our consumer market and their superior performance on the domestic market caused a great impact to the domestic professional sports apparel brand. In order to improve our professional sports apparel brand competitiveness, it's necessary to analyze the major domestic and foreign professional sports apparel brand images, through comparative analysis to understand the insufficient of Chinese professional sports apparel brand building, and then we can put forward the corresponding improvement measures for improving of professional sports apparel brand image and promote the development of professional sports apparel industry.In this paper, the author will use several research methods such as document literature, expert investigation, questionnaire, mathematical statistics and radar chart analysis, to design measurement scale of the professional sports apparel brand image.Based on the study of the comprehensive analysis of domestic and international brand image concept, definition and measure dimensions, combining with the professional sports apparel brand characteristics and three-round expert investigation revising, this paper ultimately specifies the professional sports apparel brand images, which include3 first level indexes of brand quality, brand marketing, and brand awareness, 9 second level indexes of brand quality, brand value, brand design, brand innovation, brand communication, brand services, brand evaluation, brand association, brand loyalty and 28 third level indexes. And the author uses analytic hierarchy process to calculate the weight function of each index. Through the questionnaire survey of 150 professional sports apparel consumers, the result shows that domestic consumers believe Nike is the brand based on quality, focusing on technological innovation and product design, but lacking of brand service awareness; Adidas is also the brand based on quality, focusing on product quality and product design, but lacking of brandservice awareness; Li Ning is the brand based on marketing, focusing on brand quality and brand communications, but lacking of brand innovation and product design,which lead to lower consumer loyalty. ANTA is the brand based on marketing,focusing on brand services building, but lacking of brand innovation and product design, which is a consumer-friendly and pragmatic brand. Comparative analysis finds that there are gaps between domestic and foreign professional sports apparel brands including product quality, design, technological innovation, brand communication, and brand loyalty in the aspects of brand quality, brand marketing and brand awareness.For these domestic professional sports apparel brand image problems, this paper proposes the following suggestions: First, starting as brand image building to do consumers researches; Second, to strengthen brand self-construction; Third, to strengthen brand marketing; Fourth, to lift brand awareness; Fifth, to enhance the professional sports apparel brand through internationalization.