Study On Branding Strategy Of China International Sporting Goods Show

China International Sporting Goods Show(China SportShow),which is sponsored by China General Administration of Sport and China Sporting Goods Federation,is one of the largest and most influential sporting goods shows in the world.With the fast development of economic globalization,and the conclusion of the transitional period of China’s entry into the WTO,some famous foreign sports and leisure shows or exhibitions come into the Chinese market.Some domestic exhibition companies also start to hold sport shows of different categories.China SportShow is facing unprecedented opportunities and challenges.It is necessary to study on how to improve the influence of China SportShow, and make it a must-attend brand show for the sports industry around the world.The branding strategy of China SportShow is studied.Methods of documentation,participation and observation,interview and investigation,questionnaire,mathematical statistics,logical analysis and case studies are used.Findings are as follows:1.China SportShow is of the narrow sense of exhibition,is a kind of trade show.It is one of the most effective ways of the marketing mix.Under marketing economy system,in order to expand the share of market,trade shows must adopt brading strategy,set up a clear positioning,improve service quality and establish competitive advantage.Branding strategy of the SportShow includes the branding of exhibitors,visitors,media, activities,the organizer and the contractors.To keep a sustainable development of China SportShow,it is necessary to improve its brand assets and influence.2.The brand of China SportShow develops with China’ s fast economic and social development,particularly the development of sports and sports industry.With the development of the market economy,the brand of China SportShow has experienced formation period(1993-2000) and development period(2001-2008).The scale of the SportShow is growing and the quality and influence is improving each year.Facing competition and the changing world situation,China SportShow need to set up clear positioning and establish branding strategy,and thus comes to the upgrading period(2009 -),finally realizes sustainable development.3.The SWOT analysis on China SportShow is made through macro environment analysis,industry analysis and internal analysis.Political,economic, cultural,technological,demological and natural environment are all in favor of the development of the SportShow.Economic uncertainties like the financial problems will have direct impact on the sporting goods industry and China SportShow.The growth of the sports industry,the sporting goods industry and exhibition industry set good opportunities for the SportShow.Exhibitions of the same category become a threat. Branding strategy for the SportShow is necessary to form its brand characters and improve its brand influence.4.According to the strategic analysis,a route map for the SportShow branding strategy is made:1) establish brand mindset;2) set up brand positioning;3) communicate brand information;4) keep brand promises; 5) upgrade brand assets;6) strengthen brand protection;7) improve brand strategy.