本文主要采用查阅文献资料进行综述的方法,在整合营销4C理论的基础上,对体育厂商如何了解消费者的需求、以消费者的期望价格定价、为消费者提供便利以及加强与消费者的沟通进行了研究。结果显示,体育品牌的建设离不开准确有效的营销策略,营销理论的核心就是“一切为了顾客”。为了加强同顾客的沟通而形成的4C理论对于体育厂商抓住顾客消费心理、稳定现有顾客、寻找潜在顾客具有积极的作用。 This article mainly uses the method of reviewing literature for review. Based on the integration of marketing 4C theory, it discusses how sports manufacturers understand consumer needs, price at consumers’ expected prices, provide convenience for consumers, and strengthen communication with consumers. Were studied. The results show that the construction of sports brands is inseparable from accurate and effective marketing strategies. The core of marketing theory is “all for customers”. The 4C theory formed in order to strengthen the communication with customers has a positive effect on the sports companies’ grasping the customer’s consumption psychology, stabilizing existing customers, and finding potential customers.