90后李宁定势还是定位管理（After 90 Lining stereotype or positioning management）.docVIP

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90后李宁定势还是定位管理（After 90 Lining stereotype or positioning management）.doc

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90后李宁定势还是定位管理（After 90 Lining stereotype or positioning management）

90后李宁定势还是定位管理（After 90 Lining stereotype or positioning management） January 17, 2011, Li Ning Co announced 2010 performance notice, said: the groups overall gross profit margin and profit margin in 2010 as compared with 2009 levels.. The word Xiang is a good expression of chinese. However, obviously difficult to reshape its brand strategy implementation for the first half of the year to Mathematics modesty: 2010 price fell 44%, in the end of the first month in the market value of the evaporation of more than HK $5 billion; in 2011 second quarter orders growth decline, investment banks badmouth and reduction...... Performance is the best criterion for testing strategy. Practice shows that more than half a year, rebranding strategy Lining, the ideal is full, the data is very skinny. After 90 Lining: set or positioning? As Chinas sporting goods industry leader, Lining at the beginning of the mark on the cause of widespread concern and heated discussion. At the time, however, the focus was on new LOGO design and new brand advocates, Make, the, change.. Surprising and doubtful is that, after Lining into the logo implementation phase, but in advertising demands and store image, together with the new standard launched the 90 Lining complementary positioning and appeal. After 90, Lining, exactly is set or positioning? After 90, Lining Lining core consumer groups are facing embarrassment. As we all know, consumers aged 35~40 account for more than 50% of Linings brand. After 90 Lining appeal is to actively request or inform their core consumer groups, know old and retreat? The author believes that any successful strategy needs to be split open strategy, tactics. Lining so anxious to lose, what is the location or orientation? Is open or cover? In the brand positioning level, Super Girls big success and Dream China completely failed, can give Lining some inspiration and reference? Super girl only allows school-age girls competing, the result is everyone all the audience will ca