Research On L Sports Brand Membership Marketing Enhancing Brand Value

In recent years,with the improvement of living standards and the continuous intensification of health concepts,sports consumption awareness has become more and more accepted by people.The awareness that sports are beneficial to physical and mental health has gradually increased,which has led to the rapid development of the sports brand industry.It is one of the fastest-growing industries in China in recent years and has made a significant contribution to Chinese economic growth.At the same time,the raging new crown virus in 2020 has plunged traditional sports bran ds into an unprecedented operating dilemma.The industry-wide sales growth rate has declined,physical store sales have plummeted,and large-scale store closures have frequently occurred.In this environment,the new crown epidemic has also made more people aware of the importance of autoimmunity and sports.It is both a crisis and a turning point for sports brands.How to win the trust of consumers in a fierce competition is an important marketing direction.On the other hand,with the vigorous development of the Internet and the changes of the times,many sports brands are facing transformation.The traditional growth model has been relatively extensive,and consumer-centric transformation is imminent.Membership marketing will surely become an effective sports brand.One of the important strategies to maintain customers and increase loyalty.Combining data management methods,effectively implementing member marketing strategies,insight into member behaviors,optimizing and upgrading member marketing strategies,and tapping the maximum value of consumers is an important issue facing sports brands.This article takes Li Ning Sports Company as an example to conduct an in-depth study,aiming to examine the influence of membership marketing strategies of the entire sports brand industry on brand value.Taking the Li Ning sports brand as an example,it examines the help of member marketing for the promotion of sports brand value through case study and interview methods.Combining a variety of marketing theories with practical effects,it conducts targeted research on the marketing value of sports brand members,and proposes targeted optimization measures.On the one hand,members' contribution to brand value not only contributes value to short-term or midto long-term sales,but also forms an intimate relationship with the brand from an emotional level,improves trust and loyalty,and forms emotional value.On the other hand,through the insights of real members and give feedback the business,the business model is constantly revised to promote the effective improvement of brand value.