The Study Of Strategic Management Of Chinese Sports Brands

Sports brand is a mark for sports towards market, which is the symbol of the sports organizations image, and the symbol of nationality strength. Chinese sports brands overall have short history, and the development of sports brand is disproportion. Although there are lots of sporting goods brands, even some of which are well-known, it is inspiring that we think deeply about the reason why some sporting goods brands expanded massively in 2008 but dived collectively in 2012; As to sporting events, there are the more competitions, but the most of them are not well-known and their profitability is not high; the status quo of fitness club brands is that there are no nationwide brand till now and the scales of most brands are small. This paper considers one of important reasons is that the various sports organizations are lack of overall brand strategic management.At present, there are many researches for sports brand, but all of them are lack of systematic analysis for sports brand based on the sports industry level from the perspective of strategic management theory. It is necessary for us to try to introduce the concept of strategic management to explore the related problems existed in the development of Chinese sports brands.In this paper, there are combined the theory of strategic management, brand and marketing to analyze and research systematically the issues related with Chinese sports brands strategic management, combing the history and current status of the development of sports brands of China and abroad; From the basic steps of strategic management, this paper strategically analyzes the macroeconomic environment, the industry environment and sports organizations faced by the sports brands and then sports brands strategy is designed. Meantime, the paper discusses brand positioning strategy, brand image strategy, brand communication strategy and brand competition strategy; it studies the implementation and control of the strategic management of sports brands, and finally the recommendations of the Chinese sports brands strategic management is offered.From a research perspective, the studies of theory and research topic are innovative in this paper, and the conclusions are as following:1.Sports organizations take advantage of strategic analysis of the external environment and internal resources and capabilities organization. Under of the guidance of organizational strategy, the core values of sports brand are designed, and then carry out the effective implementation and evaluation and control on the basis, which have increased brand value management purposes.2.Sports brand personality traits are manifested in the multi-target customer class sports brand which has duality, communication duality and duality of income, scarcity of resources and the relative instability. Key point of brand strategic management for multiple target customers is to cultivate sports brand, to maintain and enhance brand awareness and reputation.On the basis of the above conclusions, this paper proposes the following recommendations:1. The government should support the sports industry with organization, policy, public opinion, personnel training and other aspects, and support a number of sports brands strategically.2. The sports industry not only should gradually resolve the attribution issues which are caused by sports brands Intellectual Property. It but also should pay attention to the research on the theory of brand strategy and personnel training for brand management.3.Sports organizations should raise awareness of brand strategic management, and establish scientific management system and effective operational processes.