Influence Of Li-Ning Interaction-Based Virtual Community Usage And Li-Ning Brand Equity

With the rapid development of economic in China and Internet technology, the usage of virtual community in the industry of sports brands have been increasingly recognized by the large number of consumers. Virtual community has broaden people’s thoughts, provides the social and interactive opportunities for the majority of netizen, people can share views, compare notes with anyone, exchange ideas and experiences in virtual community. In people’s social life, virtual community plays a vital role in the network; It has become a new marketing trend to promote their products and services in the virtual community, especially for the sports industry,. Brand equity is the premise and foundation for brand building, and internet interaction in virtual community plays an important role for the formation of the right brand recognition. The progress of technology in virtual community urges the development of online communities and forums, and through the improvement of virtual community online service quality enhance brand awareness of consumers. Many experts and scholars deem that the important means for the improvement of brand equity is to carry out marketing activities in the virtual community.This study use literature method, questionnaire survey method, expert interview method, mathematical statistics method based on the theory of network interaction in virtual community, use Li Ning Brand as the research object, the virtual community members with Li Ning Brand as the object of investigation. According to the Li Ning virtual community and the members interaction in the community, the study build the relationship model among the network interaction, utility and brand equity, to explore the influence of this kind of new media for the Li Ning brand equity theory. Combined with some mature research results, the virtual community interaction dimension has been set as the interactive space, interaction feature, interaction mode, interactive content and interaction mechanism; brand equity includes brand awarness, brand identity, brand recall, brand quality and brand association.It is proven feasible that the study of the relationship among Li Ning brand equity and Li Ning virtual community network interaction, and utility of the construction of the model, can provide a reference for the related research of the similar virtual community. Second Li Ning network interactive virtual community has a significant influence on the utility of interaction, interactive space have a positive influence on consumer interaction, interactive content and interactive mode and interactive mechanism also has the positive effect on Li Ning brand equity, but the interactive feature has negative influence on the utility of interactivity. If Li Ning want to strengthen the utility of interactivity, Li Ning need to strengthen the interactive features and enhance the personalized settings in the Li Ning virtual community. Third, Lining virtual community members through participatting in Li Ning virtual community, the community members changed in the depth of experience and purchase decision for Li Ning sportswear product or in the depth of the degree of service quality satisfaction and brand awareness. Fourth, brand awareness is one of the brand equity, it is a process of understanding and familiar, the process including the brand attention, recognition, understanding, thinking and evaluation. Brand awareness is an important index for evaluating the social impact of the brand reputation. The Li Ning brand awareness is mainly refers to the Li Ning brand quality and brand recognition for Li Ning sports goods consumers, it including the Li Ning brand awareness, brand identity, brand recall, brand quality and brand association, perceived utility. Fifth, network interaction in Lining virtual community has a relatively large impact on the brand equity, the interaction effects produced by the interaction of network, it had a positive impact on brand awareness, brand identity, brand recall, brand quality and brand association, perceived utility.The results show that the virtual community members through the network interaction in virtual community have an impact on Li Ning brand equity, and combining with the research conclusion and puts forward the corresponding suggestions on the Li Ning brand management and marketing.On the one hand about the interaction effectiveness aspect, Li Ning corporation need to rich the interactive content; second, to strengthen the advertisement in virtual community interaction content publicity; third, Li Ning corporation need to increase Li Ning virtual community liveness through manage effective sponsorship activities; fourth, Li Ning corporation need to proposed the internal construction in the virtual community to ensure that the norms and provide technical assurance; fifth, Li Ning virtual community should provide Li Ning with many novelty and diversity about the interactive mode.On the another hand about the Li Ning brand equity construction in the virtual community, first Li Ning corporation should made the product quality as the core to enhance the core competitiveness of products, make full use of the technology innovation in product development and research; second, Li Ning corporation should strengthen the internal culture of virtual community; third, Li Ning corporation should strengthen the unified brand image design in Li Ning virtual community; fourth, Li Ning corporation should should make full use of the virtual community advantages in the new media times to spread Li Ning products and brands; fifth, Li Ning corporation should let virtual community members to create a good reputation for Li Ning brand to improve the interaction mechanism.