Abstract: The article aims to explore the relationship between the product characteristics, service quality, brand image and consumer satisfaction of domestic brand sports products. Taking the domestic brand Li Ning sports goods as an example, through questionnaire surveys, the collected data are collected and the samples are analyzed and verified by statistical methods. The study found that: the demographic variables are different in product characteristics, service quality, brand image and consumer satisfaction, and there is no difference between age and product characteristics, service quality, brand image and consumer satisfaction. There are obvious differences between groups; among the various variables of golf age for product characteristics, service quality, brand image and consumer satisfaction, there is a difference between golf age and brand image between 1~5 years and 6~10 years. Obvious inter-group differences; there is no obvious inter-group difference among the variables of monthly income for product characteristics, service quality, brand image and consumer satisfaction. The relationship between product characteristics, service quality, brand image and consumer satisfaction is observed by Pearson's correlation coefficient value. It is found that product characteristics, service quality, and brand image have a significant positive impact on consumer satisfaction. And put forward relevant suggestions, hoping to provide theoretical reference for other domestic brands.

Key words: domestic brands, sporting goods, consumers, satisfaction