The Influence Of Brand Image On Sports Consumption Of Middle School Students In Shandong Province

With China’s rapid economic development and increasing people’s standard of living,people’s health awareness increases, the number of participation in physical exercise moregradually increased, provides a good opportunity for thedomestic sports goods market. Sportinggoods enterprises in order to seize the opportunity, find fixed sports consumer groups, from thepoint of view ofconsumer demand, production in line with the actual demands ofconsumersproducts, and strive to create sporting goods brand image. Middle school students as aspecial consumer groups, their physiological and psychologicallevel has been close to the adult,but the correct world outlook, outlook on life,values have not yet fully formed, but also in therebellious period, compared with the primary and secondary school students have moreautonomy, so the brand image more easily to their. Middle school is one of the groups to carryout sports activities, to their sports consumption development, will be directly related tothefuture sports development of our country. So the research and Discussion on the effect ofbrand image on middle school students’ sports consumption is very necessary.Part of the junior and senior high school were randomly selected from Shandong Province,southwest, northwest of Lu Zhong and the Jiao zhou Peninsula,questionnaire of middle schoolstudents in Shandong province brand image on the concept of sports consumption, sportsconsumption content, sports consumption, sports consumption motivation. System theory tostudy the problem by these methods, summed up the following conclusions:1Through the survey of secondary school students in Shandong Province, to understand ideas tophysical fitness of middle school students in Shandong province is still has certain understanding,at the same time they on the sports consumption to improve physical and mental health and havea positive attitude.Middle school students sports consumption is mainly the material type sportsconsumption and participation in sports consumption. Such as sportswear, sports equipment,sports magazine, to charge the gym, dance skills training is the main type of consumption.2High school students in the adolescent stage, pay attention to self, so the motivation andmotivation are more susceptible to the brand image.3Brand image has a great influence on the concept of sports consumption,sports consumptioncontent, sports consumption, sports consumption motivation.4Through the investigation and analysis, the favorable factors of middle school students inShandong Province in sports consumption and unfavorable factors and their sports consumptioncharacteristics, including psychological, economic,time etc.. In view of various factors on middleschool students’ sports consumption for the method and countermeasure, make a scientificguidance for the middle school students’ sports consumption, and promote the healthy growth of students, for their future and lay a solid foundation.