The Comparative Research On The Brand Marketing Strategy Of Chinese And Foreign Sporting Goods Brand

With the rapid development of social economic, the sporting goods industry has become an important growth point of market economy, more and more people are optimistic about it. After 20 years of development, some well-known domestic sports companies, like Li Ning, Anta, begin to emerge; they also have achieved some good results. However, due to the late start of domestic sports business, foreign sporting goods companies such as Nike, Adidas have long occupied the Chinese sports market. The Chinese markets has become more intensely competitive, China’s sports brands have more pressure. Therefore, China’s sports brands should seize the opportunity to explore our sports brand marketing strategy to enhance our international competitiveness.This paper uses literature, expert interviews, questionnaires, comparative analysis and other research methods to analyze the strategic status of China sports brand marketing, and then compares domestic and international sports brand marketing strategy with 4Ps and STP marketing theory. The following is the conclusion.First, as to the segmenting, compared to abroad, domestic sports brand’s segment for the consumer’s psychological market is not perfect.Second, in terms of targeting, the foreign products mainly occupy our high-end market, emphasize for young people under the age of 19. Domestic sports products mainly take the mid-market as the main battleground and their consumers are the guys whose age range from 14 to 28.Third, for the positioning, consumer’s understanding of foreign location is accurate while domestic understanding is fuzzy.Fourthly, as to the product, domestic’s emphasis on product quality and development is not that higher than foreign countries. Foreign portfolio length is superior to China while the domestic sports product portfolio width is wider than foreign, they adopt the multi-brand strategy.Fifth, in terms of brand, the awareness of foreign brand is much higher. Besides, they also have more consumer acceptance and their brand personality is prominent while the domestic brand image is not very obvious.Sixth, for the price, foreign sports brands and China both use the market-skimming pricing while our China also adopt the penetration price.Seventh, as to the place, foreign is more perfect while our China is single. On place construction measures, foreign and domestic has different focus.Eighth, on slogan and spokesperson, the Nike and Adidas have higher visibility and their influences are much deeper.Ninth, in terms of promotion, foreign discount is bigger and they pay more attention to service-oriented. In addition, foreign and domestic sport brands are all actively engaged in public welfare and sponsor many sports events, but our China sporting brands events are smaller.Based on the results of comparative research and data analysis, this article is attempt to perfect Chinese sports brand marketing strategy and put forward rationalization proposals for the Chinese sporting goods companies, then enhance the core competitiveness of Chinese sporting goods companies.