Market correlation analysis of Hongxing Erke products based on structural equation model

Abstract

With the prosperity of national economy, more and more domestic brand products come into our life. However, the constant fierce competition in the sports brand market makes more enterprises in the development period confused and difficult to find the right direction. This paper takes Erke Enterprise as the research object, analyzes the development experience of the company, the internal and external environment at the present stage, and understands the consumer motivation, consumption behavior and group characteristics. Through cross analysis, we understand the influence of consumers' gender and age on their willingness to buy products, the structural equation model is used to analyze the influence of online and offline purchasing experience, consumption view and product reputation on consumers' willingness to buy Erke products. The analysis draws the conclusion that Hongxing Erke and other domestic sports brands have good market prospects, but there are still many problems to be solved in its publicity and sales. Therefore, it is suggested that Hongxing Erke and other domestic enterprises should take quality assurance as the core competitiveness, strengthen brand culture, and build corporate and cultural confidence.