Brand Strategy Of Sports Shoes Enterprises In Quanzhou

In the methods of literature study, investigation, mathematic statistics, comparative analysis and focusing brand consciousness and brand popularity, this dissertation analyzed the present status, experience of success, trait, and problems existed in sports shoes enterprises in Quanzhou, and put forward countermeasures to speed the development of brand, in order to give reference for the brand strategy of China's sports goods enterprises. The result shows that it was the consensus of government and enterprises that brand strategy is not only important but essential and implementing brand strategy has been making Quanzhou sports shoes enterprises dominate the market. Compared with international famous brands, there are both advantages and disadvantages for these Quanzhou brands, whose advantages are the industrial cluster and regional brand effect while disadvantages are the disproportion of theirs international market share and output. All 11 China famous enterprises in Quanzhou have strong brand consciousness and scientific brand strategy conception. Technological innovation, fine brand image, and moderate brand extension accelerated the fast development of three cited brands. The mode of brand spokesman and advertisement does produce an immediate effect in extending the brand breadth, but Quanzhou sports shoes enterprises have no good choices in extending the brand depth. Enterprises are competing in imitating one another, which results in homogenous competition and restricts the development of the enterprises.There're many problems with the brand development of Quanzhousports shoes enterprises. To solve the problems, the government and trade association should give full play of their function and create a good policy and market environment. And interprises should set up enterprise alliance , segment market, search chances in target market, buildup their innovation consciousness and conform marketing techniques of different kinds. Enterprises should further strengthen their brand consciousness, choose their objective of brand strategy according to their own comprehensive strength, attach importance to extending both the brand breadth and depth, stand out their brand individuality, cultivate their brand culture and image and upgrade their competitive power.