Angle From The Strategy Management To Analyze China’s Enterprise Brand Of Sport Nutrition’s Development

Compare with other subjects, sport nutrition is a new subject. But it plays an important role in the mass sports and competitive sports. This subject develops slower than abroad. After 2008 Olympic game, with the developing of fitness club、competitive sports and mass sports, sport nutrition and other related industry has a great turning point. The companies of functional sports drinks come out in succession. At the meantime, the foreign sports nutrition brand begin to enter China’s market, and occupy the market share. In this kind of complex environment, taking efforts on the brand strategic management, it can own the market and increase the chance of success.The feature which difference from others are following: the emphases in the same environment, compare the foreign famous sports nutrition and domestic influential sports nutrition brand and using literature review method、questionnaire method、comparison method and logical analysis to research the home and abroad enterprises how to develop themselves with the brand strategy management, and maintaining stability in China’s market. Besides, using analysis、comparison and research to reveal the differences between their manage methods. And from the analysis, finding out our sports nutrition brands’ problems. And then, promoting some feasible suggestion for China’s sports nutrition brands to going well.After analyze our country’s sport nutrition brand management, it reached the following conclusions:1. Our country’s sport nutrition bands don’t have a clear orientation or emphasis. There are still many problems to enter the mass sport market during the strategical transformation period.2. Because of our country’s sport nutrition brands lack of international and domestic competitiveness, the product research needs national innovate. The research lacks of strength and many of them still pay attention to the product packaging design. Our country’s sport nutrition industries need to improve the ability of high-tech researching. Only the high-tech and brand strategy being combined, the high quality products could become the king of the market.3. The way of transmission is short of individuation and innovation. Our country’s sport nutrition brand marketing broadcast stay at the traditional way. They didn’t lay emphasis on communication with the customers. This is not good for the products be accepted. Some marketing broadcast lack of personalized marketing project. This is couldn’t satisfied by the customers with preference degree.4. The marketing channels for products are diversity, having advantages of physical store and E-commerce. But the management mechanism needs to improve, especially how to manage the two kinds of channels’ conflict. In addition, controlling the fake products of E- commerce is quite important.5. The brands maintain and the after-sales service need to improve. It lacks of the long-term brands maintain for the long-term development. Furthermore, except the technological innovation, it also needs to consider how to service for the mass sports and competitive sports. And making it could sustainable development scientifically and effective.Aim at the above conclusions and problems, I use the successful experience of abroad for reference and promote some feasible suggestions for our country’s sport nutrition industries about how to complete brand management.1.Building a clear and long-term brand developing orientation, advance with times 、 real-time update and adjust short-term orientation;2.Form the customers’ needs using high-tech to research customers’ favor products;3.Based on customers’ needs, adapt international trend and create unique marketing broadcast;4.Combining local physical store and E-commerce to manage together scientifically and building new sales channels;5.Doing well on the brand maintenance and after-sale service, from omnibearing and multi-angle to promote the brand’s core value.