A Enterprise Sport Brand Strategy Research

A good sports brand image not only helps to improve the communication between customers and enterprises,but also provides a better opportunity for the development of strengthening and publicizing sports.In this paper,brand marketing strategy,STP analysis and other related theories are used to thoroughly analyze the relevant motivations in the study of brand strategy transformation of enterprise A.Based on the questionnaire survey method,the current needs and future development needs of sports brand of customer groups are studied,which makes the research process more rigorous.Precise,more reasonable and more scientific,which not only complements,improves and develops the theory of brand strategy transformation development,but also makes the research of brand strategy transformation development more systematic and rigorous.Through the analysis,the specific implementation plan of strategic transformation of A enterprise is put forward,which provides a new way of thinking for the survival and development of the enterprise and resolves the current predicament faced by the enterprise.In terms of motivation analysis,it is believed that competition in low and medium-end markets,changes in consumer demand for brands and increasing competition among homogeneous brands are the main reasons for the change of the external development environment of A enterprises;in terms of internal causes analysis,it is believed that the positioning of enterprise brand is inaccurate,the value of enterprise brand is not high,and enterprise brand propaganda is increasing.Due to insufficient transmission and weak awareness of brand protection,Enterprise A has to carry out brand transformation.On the basis of questionnaire survey,this paper adopts the combination of field survey and network survey to conduct a detailed investigation on consumer's sports preferences,consumption preferences,sports clothing related requirements,sports shoes related requirements and other issues.In this paper,STP theory is used to summarize and analyze the results of the questionnaire survey,and based on the analysis results,the customer groups are positioned in detail.Finally,based on the results of motivation analysis,questionnaire survey and customer group positioning,the paper formulates the brand strategy of A enterprise.In terms of brand strategy,it focuses on the core positioning of brand value,the construction of brand propaganda channels,the construction of brand sales channels and brand protection.