本土运动品牌运营策略分析宁为例1.docVIP

本科生毕业论文 毕业论文题目 本土运动品牌运营策略分析：以李宁为例 学 生 姓 名 李姝娴 所 在 学 院 扬州大学广陵学院2015 年 5 月 19 日 摘要：全民运动兴起及蓬勃发展，消费对运动品牌的需求不断增，2008北京奥运会的顺利为运动品牌行业了良好的发展契机，本土运动品牌领头羊，一占据国内市场的份额，然而、特步、匹克、等运动品牌，对李宁产生了巨大的威胁，而耐克、阿迪等外来品牌对本土运动品牌的强势渗透也使其感到了前所未有的压力。的与日剧增，李宁自身也供应链周期长运动品牌所处的环境环境环境、文化分析、环境其次，分析李宁近几年采取的运营策略。的提出一些运营策略调整建议，定位等以期对本土运动品牌策略有一定的知道作用策略 strategy analysis ——Take Lining for example Abstract: With the development of mass movement, the demand of sports goods are increasing, and the successful 2008 Olympic Games held in Beijing create more favorable opportunities for development of the local sporting industry, As the best local sports brand, Lining has been leading in all aspect of marking, however, with the development of other local sports brand, such as Anta、Tiebu、Peak and 361°， And foreign brands such as Nike、Adidas in the domestic market also give strong pressure to Lining, In addition to the external pressure is increasing, Lining also come across bottleneck in these years .They are experiencing the large-scale of “closing”, The increase of stock and the decline of benefit are also seriously problems, which has raised the public’s attention .The article chooses “Lining” as the research object. Firstly,It analyses the environment of the lining involved in, such as the policy and legal environment, the economic environment, social and cultural environment, the technology environment, and so on. Secondly，analysing the operating strategy of lining in the recent years。 on this basis ,aiming at Lining company limited, it puts forward some suggesting. For example: building the brand again, enhancing the pertinence and persistence of Star-speak, which hope to do good to the research of manufacturing of brand marketing in Chinese sporting goods. Key words: Local sports brand, The operating strategy, Lining目录 一、引言 5 二、文献综述 5 （一）本土运动品牌发展历史 5 1.起步阶段 5 2.发展阶段 5 3.繁荣阶段 5 4.衰退阶段 5 （二）