Research On J+fitness Brand Marketing Strategy Based On The Brand Competitiveness Theory

Under the policy background of comprehensively implementing the national strategy of national fitness and continuously promoting the development strategy of sports industry,in order to promote the construction of "healthy Yinchuan",the commercial fitness industry in Ningxia is in a high-speed development stage,with vigorous development and fierce competition of various fitness institutions."J+" fitness brand was founded by Ningxia Jijia Sports Culture Co.,Ltd.as a local fitness brand in Ningxia,wants to maintain competitiveness in many sports fitness brands in the market,give full play to your brand effect,so as to move to the national and international stage,you will face great challenges.This paper,adopts the methods of literature analysis,questionnaire survey,on-the-spot investigation and interview to analyze the current situation and problems of the brand competitiveness of "J+" fitness brand through the investigation of the data of the member’s behavior.It expounds the strategies of improving the brand competitiveness of "J+" fitness brand from the four aspects of brand positioning,brand culture,brand communication and brand innovation It has practical guiding function and practical significance for solving the problems of enterprises,broadening the business vision and implementing the business strategy.