李宁公司篮球鞋营销业务的策略研究精选资料.docVIP

李宁公司篮球鞋营销业务的策略研究 摘 要 中国的篮球鞋市场规模日益扩大，篮球鞋产业在整个体育用品产业 中的重要性与日俱增。对于许多体育用品公司来说，篮球鞋产品成功与 否在很大程度上将决定整个企业的成败。 本文以李宁公司的篮球鞋产品作为研究对象。目前，李宁公司在高 端篮球鞋市场的竞争中耗费了过多精力但收效甚微，而其在中端和低端 篮球鞋市场的份额又被安踏、匹克等众多公司所蚕食，正面临着在篮球 鞋市场上市场份额持续下降的严峻形势。笔者希望能够使用市场营销等 相关理论，结合李宁公司篮球鞋产品的实际情况，提出适合李宁公司篮 球鞋产品发展的营销策略和具体营销方案及其保障措施。 本文首先使用 PEST 分析模型对李宁公司的篮球鞋产品发展所处的 外部宏观环境情况进行了分析，并依据五力模型分析了篮球鞋产业的行 业竞争情况。接着对李宁公司在开展篮球鞋业务方面自身拥有的资源和 能力进行了介绍和分析。继而使用了 SWOT 模型对李宁公司发展篮球鞋 业务的优势、劣势、机会和威胁等做了较为具体的研究。在此基础上又 对李宁公司的篮球鞋业务做了 STP 营销分析，并提出了最终的营销策 略。主要通过避免与国际体育用品巨头在其占有绝对优势的细分市场上 硬拼，在自身占有优势的目标细分市场上全力耕耘等方式来帮助李宁公 司摆脱目前在中国篮球鞋市场上所面临的困境，抓住本次中国篮球鞋市 场规模迅速扩大的良机，尽量壮大自身的实力，为今后对国际体育用品 巨头实施赶超创造条件。文章最后还设计了 4Ps 的营销组合建议，从产 品、定价、渠道和促销等四方面来保障营销策略和具体营销方案的有效 实施。 关键词：篮球鞋，营销策略，STP 营销，4Ps 营销组合 RESEARCH ON THE MARKETING STRATEGY OF BASKETBALL SHOES FOR LI NING COMPANEY ABSTRACT The basketball shoes business becomes more and more important in the whole sporting goods industry while the size of basketball shoes market increases constantly in China.For many sporting goods companies, the success or failure of the entire enterprise is determined by the basketball shoes business to a large extent. The basketball shoes business of Li Ning companey is taken as the object of studying.Currently Li Ning companey has paid too much energy in the high-end basketball shoes market with little success and the market share of middle-end and low-end market has been nibbled by many other sporting goods companies. This thesis tries to propose proper marketing strategies and implementation policies for the basketball shoes business of Li Ning companey, by utilizing competitive strategy and marketing theories combined with the companey’s actual situation. Firstly the PEST model is used to analyze the external macro- enviroment and the industry competition situation is analyzed according to Five Forces model.The resources and capabilities of Li Ning companey and its basketball shoes business are also introduced and analyzed.Then the SWOT method is implemented for the analysis of