| The world today is experiencing profound changes unseen in a century.With the"Xinjiang Cotton" incident and the intensifying global spread of COVID-19,the development of China’s national sporting goods brands is facing new opportunities and challenges.Under the background of China’s sports power strategy,the sports industry is constantly optimized and upgraded.As an important part of the sports industry,the rapid development of the sports goods industry is of great significance to the development of China’s sports industry and even the overall improvement of China’s economy.Although a number of excellent national sporting goods brands have emerged in China’s sporting goods industry after decades of rapid development,the influence of National sporting goods brands in China is far less than that of well-known foreign brands in the complicated international market.Therefore,this paper aims to study the strategies to improve the influence of China’s national sporting goods brands,summarize the development status of China’s sporting goods brands,and find out the factors and countermeasures to improve the influence of China’s sporting goods brands.With the continuous development of economic and social,our country sporting goods brand gradually formed at 361° anta,li ning,xtep,give priority to,so this article selects the above brand influence to promote countermeasures as the research object,from the stage of development,operating conditions,the Angle of marketing,and affected by the epidemic combed the development of national sports brand in China,The present situation of its development is briefly analyzed.Through literature research method,logical analysis method,case study method and expert interview method,combined with EFE-IFE matrix and SWOT,qualitative and quantitative analysis of the factors affecting the promotion of the influence of China’s national sports goods brand,the conclusion is drawn:1.China’s national sports goods brands have experienced the embryonic stage,stagnate stage,starting stage,rapid development stage,gradually mature stage and new era development stage.2.China’s national sports goods brands are generally developing well,with business revenue and net profit increasing year by year,but the gap between brands is large and increasing year by year,and the operating conditions are affected by the epidemic to varying degrees.3.The marketing methods of China’s four national sporting goods brands are partially lacking.Although they are all involved in brand spokespersons,event sponsorship and partners,only Xtep brand is more comprehensively involved in offline activities and sponsored programs.4.In the current stage of development,China’s national sports goods brands are facing more opportunities than threats in the external environment,and their advantages are greater than disadvantages in the internal environment.5.China’s national sports goods brand development strategy should be based on growth development strategy.That is,the development of China’s national sports goods brand to fully grasp the current national policy opportunities,give full play to their own advantages,transform their own disadvantages,and actively meet the challenges,so as to promote the overall promotion of China’s national sports goods brand influence.Based on the above conclusions,the following suggestions are put forward:1.The development of national sports goods brands in China should take advantage of economic advantages,seize domestic and foreign markets,seize national policy opportunities,and enhance their own brand influence.2.China’s national sports goods brands should increase investment in scientific research,actively scientific and technological innovation,create cutting-edge products,and enter the international high-end market.3.China’s national sports goods brands should constantly upgrade the marketing mode and means,create a variety of sales channels of marketing mode,increase the training of professional management personnel.4.China’s national sporting goods brands should improve their product quality and service quality,strengthen the value of their own brands,build brand culture,and increase the share of domestic demand market and global market,so that China’s national sporting goods brands in domestic and foreign markets to form a good atmosphere for development,faster and more stable to enhance brand influence. |
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