Study On Developing Strategy Of Sports Brand For LN Sports Company, Ltd

It's very significant for domestic sports goods enterprises to establish brand in market economy, because it's in respect to the existence and development of sports goods enterprises. Domestic sports enterprises get more chance from two things, which are China became the member of WTO and Beijing will host Olympic Games in 2008. But domestic sports enterprises also must face the challenge from international brand entering the domestic market and leisure suit extending to sportswear field. That means it's imperative for Chinese sportswear enterprises to establish brand. Our sports enterprises have no long history and more experience in brand development, So they have to develop their sports brands to get chance and face challenge in current fierce competitive environment.The paper elaborates the basic theory and method in brand and brand strategy, and focus on LN Sports Company, analyzes sports brand recognition and awareness for consumers and brand construction status of LN sports company. The paper finds that LN Sports Company isn't good enough at the brand awareness, the consciousness of brand building, and brand orientation and promotion is ambiguous. Thereby, the paper provides brand developing strategy of LN Sports Company based on analysis of its competitors and internal environment. And the following problem is how to implement the strategy, so the paper presents some concrete feasible tactics as follows: clear orientation, scientific products, sport spirit, sponsoring special sport activities, brand diversified, choosing specific media, preventing risk, and so on. At last, the paper provides the practical and effective countermeasures, which stimulate the enforcement of brand developing strategy of LN Sports Company.Through the study above, the paper tries to develop brand building status of LN Sports Company, and further to promote its core competitiveness and enhance its economic benefits.