Research On Anta Brand Image Improvement Strategy For Generation Z

In recent years,with the high attention paid by the country to the construction of a strong sports country and the development of the sports industry,the sports goods industry related to the sports industry has also entered a stage of rapid development.In this context,the competition in the sports goods industry is becoming increasingly intense,and domestic brands have long faced fierce competition from international brands such as Nike and Adidas.At the same time,Generation Z consumer groups are gradually growing and expanding.They have the distinctive characteristics and consumption patterns bestowed by the Internet era.In order to cater to the consumer preferences of Generation Z consumers,various sports goods brands have taken advantage of their preferences,adjusting and upgrading their brand image.Generation Z is leading the trend while also guiding the development of the consumer market,injecting vitality and vitality into the rejuvenation of the brand image and product innovation.The Anta brand under Anta Group,as the leading domestic brand in China’s sports goods industry,is also facing the issue of how to enhance its brand image,attract the attention of Generation Z and occupy a higher market position.Looking back at the academic community,research related to Generation Z has become increasingly rich,and brand image theory has also matured and improved,providing a reference literature and theoretical basis for research on brand image promotion strategies.This article aims to enhance the brand image of Anta for Generation Z,first of all,it summarizes the research on Generation Z,brand image,brand image promotion strategies for Generation Z,and sports goods brand image,and briefly describes the brand image model,brand personality,and marketing theoretical basis involved in this article.Secondly,applying the 4P theory to analyze the current situation of Anta brand,respectively using PEST analysis and Porter’s Five Forces Model to analyze the macro environment and industry environment of Anta brand,and applying SWOT analysis to elaborate the advantages and disadvantages,opportunities and challenges faced by the current Anta brand.Then,based on the "China Sports Goods Brand Image Measurement Scale" compiled by domestic scholars,a questionnaire was conducted on the brand image of Anta brand for Generation Z consumer groups,and the questionnaire data were used to analyze the current situation and existing problems of Anta brand’s brand image.Finally,from five aspects: company image,symbol image,distinctive feature image,product or service image,and user image,this paper proposes an Anta brand image enhancement strategy for Generation Z.The research in this article not only has certain reference value for the promotion of Anta brand image facing Generation Z,but also has reference significance and reference value for the promotion of other domestic brands in the sports goods industry.In addition,the research in this article can enrich the theory of brand image and contribute to brand image promotion strategies.