Abstract
Recently, the trend of exercising has changed everywhere. No matter where you are, what your gender is and what kind of sports you like, everyone is just crazy for exercise or sports. The wiliness to consume the products of sport is raised at the same time while the wiliness to exercise increased. Taiwanese local sports brand like DAVILLAGE, GDB and IMBC spring up with this trend. These local brands try to get the market share while they are still lack of background and capital. But at the moment, the leader in the market is still the giant brands like NIKE and ADIDAS. Through the interview survey and participant observation, my research tries to investigate the problems like fund-raising, core team and operation strategy in different time period when they start their business both from inside and outside. According to the induction of the inter-relationship diagraph, I can converge and then reorganize a series of question points. Through these question points, I collect secondary data and analyse the same type of case then recommend the essentials as below：transform their tactic from diversification to concentration；strengthen self-positioning and implement the concept of the brand when the brand is forming；utilize the mode like strategic alliances to integrate external resources and eliminate the weakness of resource-lacking. Local sports brands are still developing and trying to set up scale and mode. My research is trying to set a fine example in marketing, team-working and brand forming for IMBC and all other Taiwanese local sports brands through learning the good point of the leader brands and integrating their capabilities and resources.