Study On The Sportswear Brand Community Based On Network Platform

Under the background of today's advanced information technology and fierce market competition, it is difficult to establish unique brand value in the consumer's mind only by improving the quality of products and service. Business Practices have proved that from the establishment of brand community, the enterprises can enhance customer-centered relationships, by proactively providing the context for relationships to develop, they can gain loyal customers. Along with network technology starting and the internet development, more and more online communities take the brand as their subject, it indicates that online brand communities have become a new weapon for a corporate to build its brand and develop markets. Many apparel brand enterprise has been involved in the network space to develop markets by using brand community, but the value and operation of online brand community is still at the stage of exploration.On the basis of the customer value theory, the brand equality theory, and the integrated marketing communication theory. The author made several researches about sportswear brand community based on internet platform by using the methods of literature study, expert interview, questionnaire and so on.1) On the basis of the relevant theories about brand community, combined with the sportswear brand characteristics, this thesis defined the concept of sportswear brand community.2) Through the network investigation, this thesis analyzed the current situation of the sportswear brand community development, and then, classified and summarized the characteristics of each type.3) Take the methods of theory analysis and expert interview, this thesis done some research on the value function of the sportswear brand community, and clarified the value function of each constituent part of the sportswear brand community.4) Based on the related theories and experts' viewpoint, this thesis established value function relationship hypothesis model of the online sportswear brand community, compiled related scales for empirical research, and then analyzed the value function relationship of different types of the sportswear brand community.5) To develop and increase the value function, According to the differences among different types of the sportswear brand community, this thesis put forward the corresponding construction strategy. The development status and the classification of online sportswear brand community can help sportswear enterprise know more about the sportswear brand community based on network platform. The radar chart of the online sportswear brand community' value function intuitively show the value function of each constituent part of the sportswear brand community, which makes the enterprise more targeted when establish a brand community based on network platform. The value function relationship model of the online sportswear brand community further explains the way of the realization of the value function, and reveals the different types of the online sportswear brand community develop and realize the value function in different way. Finally, the construction strategy of the sportswear brand community based on network platform, which aimed to develop and increase the value function, provide support for sportswear enterprise to build brand community more effectively.