Study On The Online Community Of Chinese Sporting Brand

With the development of network technology,the value of the brand onlinecommunities was valued by more and more enterprises, brand online community hasbecome an important means to manage relationship and integrate marketingcommunications. Sporting brands have to build their own online communities andgather a group of sports fans and followers. Sporting brands online communities as animportant platform to pass information to the consumer, if we can effectively build andmanage, not only can better shape the sporting brand, but can also cultivate themajority consumer’s loyalty. It can be said that sporting brands online communitybuilding is an effective brand-building road.In this paper, we based on the theory of brand equity, integrated marketingcommunication,use literature studies, case law analysis and a variety of researchmethods.According to content analysis of China’s sports brands under different onlinecommunity.We constitute the main content of sporting brands online community arethat:information exchange and sharing, community activities and incentives, brandingand promotion, interactive entertainment and communication in four areas. Withfurther research, I believe that sporting brands online community building effected bymany factors, these factors determine the style of the brand positioning and network’scontent.Companies only taken these factors into account can make the brand onlinecommunity play its own role in value. Li Ning brand is more well-known as ournational brand, has accumulated a wealth of experience on community building andoperation of the network.,it let Li Ning brand’s visibility,awareness,association degreeand loyalty are elevated to a new level.So Li Ning interactive community is asignificance typical case.This study,combined with the reality of our country’s sports brand onlinecommunity specific reality, use a large number of cases described the value andeffective factors, and proposed specific measures for community building.In the end ofthe article, the author from audience, community content, community promotionchannels put forward some concrete construction countermeasures.In order to providetheoretical support for sport companies to strengthen management, increase brandawareness, enhance reputation.