Analysis On The Construction Of Chinese Sports Goods Brand Under Brand Economic Perspective

With the development of Chinese sports goods industry, a number of influentialbrands have been born in recent years, but compared with international brands, it has abig gap. This study combines relevant principles of brand economics, economics andscience brand with the analysis of the brand strategy in various stages of the life cycle,from the perspective of brand economics,with comprehensive analysis of the successfulexperience and problems in brand building development of sporting goods brands andmake recommendations.The results show that:First of all, in the birth of the brand life cycle and brand position strategy in growthstage, Chinese sport goods brands should be determined their position clearly accordingto their characteristics and be optimized their products to improve the category of thebrand.Secondly, in the birth of the brand life cycle and brand price strategy in growthstage, there is no need to use the strategy of reducing the price and should to improvethe degree of brand category as well as to low the target customers’ choice cost and tomake the demand curve shifts to the right, then to ensure there is expand sales underthe premise of profit.Thirdly, in the brand extension strategy in mature stage of the life cycle, brandextension strategy should be chosen carefully, and should reduce its own productcategory as well as to improve their own category degree and to take the brandshrinkage strategy.Finally,in the brand life extension strategy in the aging stage of the brand cycle of life, by reducing category to improve the degree of brand category and to make thesound marketing and communication strategy. To promote the further branddevelopment and avoid the brand’s death or exit.