The Effect Of The Experience Marketing Strategy On Sportswear Brand Image

With the development of social economy, experience economy has been growing and becoming the main form of economy. Consumers' purpose and pursuit of consumption is more than simple material needs, they want the experience and satisfaction of spiritual demand.At the same time, the fashion product homogenization issue is more serious in these days. Under this market environment, the brand image has become the core competitiveness of enterprises and the key to winning.Therefore, how to through the experience marketing strategy for consumers to establish a good brand image of the enterprise and the propensity to consume, deserve the attention of every enterprises.In this paper, through literature review, case analysis, the methods of questionnaire and experiments, quantified the index of brand image. And through the correlation analysis, factor analysis and independent sample t-test analysis of the sample data, to discuss the influence on sportswear brand image from product interaction design and club activities.In the end, come to the conclusion that product interaction design and club activities have significant positive influence on sportswear brand image's product dimension?enterprise dimension and human dimension.