市场营销专业毕业论文--李宁集团的品牌营销策略研究.docVIP

摘 要 随着改革开放的成就在中国的各行各业中的日益凸显，我国国民经济得到了前所未有的提高，人们的生活水平也有了很大的改善，而且我们相信这种良好的局面在未来很长的一段时间之内仍就会被世界各国人民喜闻乐道。作为不可或缺的服饰产业中的新型行业，我国本土体育服饰在遭受外来体育品牌服饰的冲击之后经历了短暂的低谷后迎来了强势的崛起，而这种崛起以李宁、安踏等本土体育服饰企业走出国门让无数中国民众看到了民族服饰行业的春天和希望。 近些年来，我国体育服饰行业发展迅速。但机遇和危机并存，发展和灭亡同在，在高度国际化的今天，一方面，体育服饰市场潜力巨大，行业利润较高，为体育服饰企业提供了一个良好的发展机遇；另一方面，巨大的市场潜力和较高的行业利润吸引了很多竞争者的加入导致了行业竞争分散化、激烈化。企业如何做好做大做强，这是很多本土体育服饰企业面临的最为严峻的问题；如何能够成为类似甚至超越耐克、阿迪等国际性体育服饰大企业，同时避免被这些财大气粗的企业集团吞没，这也是很多企业值得深思的问题。因此，品牌的魅力在信息化超级发达的今天就显得尤为重要了。 本文对李宁集团的基本情况、品牌现状和品牌营销工作中所存在的问题做了简要的介绍。分析了问题产生的原因，并对区域经济环境、竞争者状况、企业自身资源状况、品牌建设情况、消费者以及产品特征等品牌的相关影响因素进行分析。最后在分析的基础上制定了李宁集团品牌营销策略。希望通过本文的分析研究，为李宁集团解提高品牌知名度和市场占有率提供一个思路，同时能体育服饰行业的品牌营销起到一定的借鉴作用。 关键词：体育服饰；品牌；品牌定位；品牌推广；消费者；营销策略 Abstract With the reform and opening up of achievements in Chinas industries increasingly evident in the national economy was unprecedented increase, peoples living standards have greatly improved, and we believe this good situation in the future a long time still be gratifying to the peoples of the world. As an integral part of the clothing industry, our local sports dress in costumes from any external sports brand impact after experienced temporary slump after ushered in the strong rise, and this rises to Li Ning, anta, local sports clothing enterprises go out so many Chinese people saw the national dress of spring and hope. In recent years, Chinas sports apparel industry is developing rapidly. But the coexistence of crisis and opportunity, with the development and destruction, in highly internationalized today, on the one hand, sports apparel market potential is huge, trades more profitable for sports clothing Enterprise provides a good opportunity for development; on the other hand, a huge market potential and high industry profits attracted many competitors join leading industry competition decentralized, intensification. How to do bigger and stronger, it is a lot of local sport clothing enterprises are facing the most serious problem; how can I become a similar or even surpassing Ni