浅析李宁品牌营销.docVIP

毕业设计（论文）题目： 浅析李宁品牌营销 浅析李宁品牌营销摘要在现代体育市场营销过程中，品牌营销是一个十分重要的经营战略问题。本文根据营销学课程中的相关知识并结合实际对体育企业的品牌营销进行分析，旨在强化体育产品生产企业的品牌意识，发挥品牌优势，繁荣体育经济。随着我国加入世界贸易组织和2008北京奥运会的成功举办对于我国体育用品产业来说，也带来了前所未有的机遇和挑战。面对国内外体育用品市场的极大需求，我国体育用品生产企业的现状却不容乐观，最大的问题和不足就是缺乏强势品牌。只有建立起强大的品牌优势，才能提升企业的竞争力。正是基于这种情况，本案例以中国体育用品行业的龙头企业——李宁公司为研究对象，根据营销学中的相关知识结合实际对于李宁公司品牌营销进行了分析研究。关键词：体育用品；李宁公司；品牌；营销策略ANALYSIS OF LI-NING BRAND MARKETINGABSTRACTIn the modern sports marketing, brand marketing is a very important business strategy. This article discusses the use of marketing theory in the sports market the brand marketing strategy. The use of brand marketing theory in the sports market, the brand marketing strategy, designed to strengthen the sports product manufacturer’s brand awareness, brand play, economic prosperity and sports. With Chinas accession to the World Trade Organization and Beijing 2008 Olympic Games success for the sporting goods industry in China, has also brought unprecedented opportunities and challenges. In the face of domestic and international sporting goods market is a strong demand, Chinas sporting goods manufacturers can not be optimistic about the current situation, and the biggest problem is the lack of a lack of strong brands. Only through establishing a strong brand, in order to enhance the competitiveness of enterprises. It is precisely because of this situation, the cases of Chinas sporting goods industry leading companies - for Li-Ning Company to the study; according to the marketing of knowledge about the actual combined company Li-Ning brand marketing strategies are analyzed.Key words: sports; Li-Ning Company; brand; Marketing Strategy目录1 绪论………………………..……………………………….………………………1 1.1 浅析李宁品牌营销的背景…………………………………………………….1 1.2 浅析李宁品牌营销的目的和意义….…………………………………………12 品牌营销的相关理论知识……………………………….…………………………22.1 品牌的一般概念…..…………………………………..………………………………22.2 品牌营销的涵义………………………………..………..……………………………23 李宁公司品牌营销现状………………………………………………...…………………33.1