李宁公司品牌营销策略研究.docxVIP

PAGE 22 李宁公司品牌营销策略研究 内 容 摘 要 随着经济的高速发展，大量的体育用品企业涌出，使得消费市场竞争日益激烈，产品的同质化现象越来越严重，因此，在现代社会中的体育用品企业在市场竞争中已经从产品营销转变成品牌营销。李宁公司作为体育用品行业中龙头企业之一，在品牌营销道路上，李宁先生的带领着公司从萌芽到辉煌、衰败在到复苏，可谓是经历过风风雨雨。而李宁公司在品牌营销道路上的探索，恰恰提醒着我国企业应该抓住机遇，不断探索品牌营销，增强企业在市场的竞争力。 本论文根据所学的品牌营销理论，结合4P理论模型和李宁公司的重要财务数据分析李宁公司品牌营销策略现状，发现其存在以下问题：品牌定位模糊、缺失主打产品、品牌文化渗透度不强以及品牌推广方面存在缺陷。最后，针对李宁公司的发展现状及存在问题的分析，提出了对策及建议：细分消费群体，品牌市场定位为中低端市场、加强研发自身主打产品、塑造自身特有品牌文化，提高产品竞争力以及明确品牌传播目标，充分利用网络宣传，扩大电子商务渠道，加强品牌推广，希望可以帮助李宁公司完善品牌营销策略上的不足。 关键词：李宁公司；品牌营销；品牌定位；品牌文化；品牌推广 Research on Brand Marketing Strategy of Li Ning Company Abstract With the rapid development of the economy, a large number of sports goods enterprises emerge, making the consumer market competition is increasingly fierce, the homogenization of products is more and more serious, therefore, in the modern society sports goods enterprises in the market competition has changed from product marketing to brand marketing. Li Ning company as one of the leading enterprises in the sports goods industry, in the brand marketing road, Mr. Li ning led the company from the bud to brilliant, decline to recovery, it can be said that has experienced ups and downs. However, Li Ning companys exploration on the road of brand marketing just reminds Chinese enterprises to seize the opportunity, continuously explore brand marketing, and enhance the competitiveness of enterprises in the market. According to the brand marketing theory learned in this paper, combined with the 4P theoretical model and Li Ning companys important financial data analysis of Li Ning companys brand marketing strategy status quo, found that there are the following problems: brand positioning fuzzy, missing the main product, brand culture penetration is not strong and brand promotion defects. Finally, in view of the Li Ning company development present situation and existing problems of analysis, put forward the countermeasures and Suggestions: subdivision consumer groups, brand market positioning as the low-end market, streng