The Marketing Strategy Research Of Core Competence Of Chinese Sporting Brand

The concept of the brand from USA, along with the development of marketing theory and practice, the brand has become the international marketing industry's most popular term, brand has become the important embodiment of enterprise competitiveness. With the development of society and the improvement of people's living standard, advocating sports has been in our country and even the world become the irresistible trend, with the rapid development of sports undertakings, and sports industry related sporting goods brand also got rapid development, from the global brands, such as Nike, Adidas, to foreign brands, such as Japan Mizuno, Italy Lotto to domestic first army in the LiNing, then followed by 361 DEG, peak, Hongxing Erke, Chinese sporting goods brand variety, in recent years has developed very fast, and the Chinese sporting goods while the huge market capacity, market foreground is considerable, but the competition is very fierce.Chinese sporting goods brand, although it start later, but development rate is rapidder, has created some of the more well-known sports brands. But with the global sporting goods brands, regardless of the brand and brand are very big difference, if from the technical content to the original design point of view, even worse than foreign brands..In 2010, Li Ning sporting goods limited company came true to exceed 10 billion yuan in the target, this milepost event means our sports goods market development has begun to enter the market concentration, the brand in the consumer mind status has gradually shaped, lack of brand appeal and differentiated brand will be the market quickly eliminated, domestic national sports goods brand has consistently adhered to the cost-effective low-cost line will face the severe test of the market, therefore, positioning brand core competitiveness and as the core to promote promotion strategy and brand status of brand marketing, the Chinese sporting goods brands have been imminent.This paper choose Li Ning sporting goods limited company as the case, the domestic sports market in the SWOT analysis, and combined with the theory of Potter model conclusion, think Chinese sports brand only to improve its product technology and design based on element contents, practical implementation of differentiation and cost leadership strategy, the core competence of the brand national brand positioning in national building, combining 4P marketing combination, from product design, R & D joined the national element, with higher content of science and technology and unique creative design to support the increase in unit prices, with more appealing and popular national promotion strategy, make full use of existing channels to accelerate product carry out speed, it may be in the market transition period obtain unique and independent brand position, and the majority of the people recognized.Being national is the base of becoming international. Chinese brand is currently a pressing matter of the moment is not internationalization strategy, but should be firmly grasp the speed of development or whether China is the total market in the world will be way ahead of the sports market, firmly establish the national brand position, brand core competitiveness is properly positioned in the nation, it may be possible in the future will be truly national characteristics Chinese sports brand marketing in the world, is truly to become a world brand.