Research On The Brand Construction Of Ski Suit Products In Benliu Company

With the improvement of the living standards of Chinese residents,people's enthusiasm for fitness and entertainment and participation in sports has been continuously improved.Skiing has developed rapidly in China.In addition,since the successful bid of Beijing in 2022,the Chinese government has attached great importance to the development of ice and snow sports,formulated and issued a number of policies related to ice and snow sports,and constantly improved the construction of various ice and snow venues and facilities To a great extent,it has inspired people's enthusiasm to participate in skiing.With the increasing number of people participating in skiing,the consumer market of skiing products in China shows great market potential.As the necessary equipment for skiing,ski clothing,because of its high unit price and wide audience,attracts many sports goods manufacturers and even traditional clothing manufacturers to participate in the market competition.As an old brand company engaged in the design and production of ski suit earlier in China,how to strengthen brand construction and enhance the competitiveness of enterprises under the current market environment has become an important problem for the company to seek further development.Based on the methods of literature,logical analysis,investigation and questionnaire,this paper takes the brand building of ski suit products in Benliu company as the research object,analyzes the environment and implementation of the brand building of ski suit products in Benliu company,systematically discusses the problems and reasons in the brand building of ski suit products in Benliu company,and puts forward the countermeasures against Benliu company The specific strategy of brand building of ski suit products is to provide guidance and reference for better brand building in the future and building a strong brand in ski suit industry.Through the analysis of the above content,the conclusion is as follows:(1)At present,China's skiing industry is facing a major development opportunity,with unprecedented policy support.The popularity of skiing sports has driven the hot sale of ski clothing products,and building a national ski clothing brand meets the needs of enterprise and industrial development.(2)In the process of brand building of ski wear products,the company is in a positive macro environment and has obvious advantages and opportunities in its own development.(3)In the brand construction of ski suitproducts,the company has made great efforts in brand identification,brand positioning,brand marketing and brand extension.(4)The age of consumers who participate in skiing shows a trend of youth.Most of them know and buy skiing clothing products through the Internet.Skiing consumers demand better functional quality of skiing clothing products,but also have certain demands on price and appearance.(5)At present,the main problems in the brand construction of ski suit products are: the brand construction lacks depth and floats on the surface;the product brand has low market awareness and lacks representative products;the product marketing promotion efficiency is low;the brand operation ability is weak and the management lags behind.According to the conclusion,the following suggestions are put forward:(1)Develop brand development strategy,improve the brand awareness of the company,establish brand culture and concept,and effectively transfer the company's core value;(2)Define the company's brand positioning,build a good brand image,highlight the brand connotation of product operation technology,and improve the quality of products and services;(3)Focus on consumer demand,and Large scientific and technological R & D investment,improve product cost performance,strengthen product innovation,and help product intelligent development;(4)Innovate marketing means,improve brand marketing strategy,and be good at using new Internet communication means to improve brand marketing efficiency;(5)Strengthen brand operation ability,enhance brand building initiative,introduce professional talents,build professional teams,and strengthen brand building Set up capital guarantee;(6)Set up brand crisis awareness and maintain brand construction achievements.