Sports Shoes’ Weak Brand Construction Research In The Perspective Of Consideration Set Influencing Factors

With the rapid development of economy, the brand in the enterprise market competition plays a more and more important role. In this era when brand competition is increasing, most of the sports shoes production enterprises in China is still in the state of no or weak brands. As the costs of labor and raw materials rise, the traditional advantages of Chinese sports shoes manufacturing enterprises are gradually disappearing, the world shoe-making center showing the tendency of transfer to Vietnam. Unless sports shoe companies stepped up the brand construction, they could not escape the collapse of doom. In this case, the in-depth study of China’s sports shoes brand enterprises and efforts to explore the method of brand construction suitable for these enterprises have great practical significance to help these enterprises achieve successful brand building, get rid of the plight of survival and realize further development.This paper, based on a comprehensive review of the strengths and weaknesses of China’s weak brand enterprise of sports shoes in own brand building, on the basis of in-depth analysis of brand building on the main issues, while making reference to the consumer decision-making process theory and brand market cycle theory as well as the consumption characteristics of college students market, puts forward to brand construction suggestions that at the beginning of the brand construction enterprises choose regional college students market as the breakthrough point, and make winning the attention of the college students, so that the brand entering the consumer brand consideration sets as a main goal. and then designs a questionnaire to practice investigation on influence factors and influence degree of college students’consumer sports shoes brand considering set, using the factor analysis and other quantitative analysis methods identify six important factors including the inherent quality factor, aesthetic quality factor, perceived price factor and so on, and then in combination with the qualitative analysis on advantages and disadvantages of sports shoe weak brand enterprise, puts forward principle of resource allocation that the enterprise concentrate resources to enhance the aesthetic quality of the brand with the inherent quality of brand, at the same time affecting the brand’s perceived price; In the end, on the basis of regarding the regional college students market as the target market and defining brand considering set as an entry point, this paper explores in the target market the early brand construction China’s weak sports shoes brand enterprises’the concrete measures of brand communication and the specific resource allocation scheme in each type of measures, in order to implement effective brand positioning, brand building and brand communication, which can lay the foundation for Chinese sports shoes weak brand enterprise low cost creating independent brands’breakthrough, seeking survival and development.