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The Study of Domestic Sports Brand Position Based on the Customer Value

Author: ShenZuoJun
Tutor: LiXiaoFeng
School: Suzhou University
Course: Business Administration
Keywords: customer value brand position domestic sports brand value-driven factors
CLC:
Type: Master's thesis
Year: 2012
Downloads: 47
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Abstract


In recent years, the market of China’s sports clothing shows great potential. The total sales amount developped year by year. Starting from the successful bid to host the Beijing Olympic Games, China’s sports clothing brand ushered in a rare opportunity for development. From the year2002, domestic sales of sportswear market is showing a year-on-year double-digit growth. According to the statistics, the sales amount of domestic sportswear market in2010is$10billion, in the year of London Olympic2012, it will exceed the size of$13billion, ranking first in the world. Such a huge "cake" attracted a lot of competitors, a lot of well-known foreign sports brand entered the Chinese market since WTO with their mature experience in brand management, Led strong domestic sports brands like Li Ning, Conway seats behind and a large number of small domestic brands lose their market and even be eliminated. The domestic enterprises generally lack experience in brand building, especially on the brand position which is ignoring the provide of customer value. Customer value as the key of brand position, will play a pivotal role in the increasingly fierce market competition. The more customer value been given, the more customers thus creating and maintaining the customer loyalty. From this point of view, only focus on the customer value,mining the drivers of customer value, combined with the corporate brand positioning process, the domestic sports brand enterprises will create competitive advantages.This paper takes the brand position of domestic sports brand enterprises as the object of study and the customer value as the study angle,applies relevant knowledge of customer value,brand position,factor analysis,collects information by depth interviews and questionnaire survey and use SPSS17.0statistical analysis tool to build customer value driven model and customer value-based domestic brand position model,aiming to put forward relevant suggestions for brand position.The article includes six parts: The first part outlines the background of study, the meaning of the study,the method applied,the content frame and so on.The second part reviews theories of customer value and brand position which is the theoretical basis of the article.The third part is the analysis of the domestic sports brand, pointed out that the main reason of the disadvantages for domestic sports brand is the brand position. It also find the gap between domestic sports brand and international brand.In the fourth part is mainly about empirical analysis about customer value, based on the collecting information about sports customer value through depth interviews and questionnaire survey,and build customer value driven model and dynamic brand position model on the basis of result of factor analysis.The fifth part puts forward a number of suggestions for brand position on the preceding analysis.Finally,the last part summary the whole article.

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