国产运动品牌的营销策略研究——以李宁为例最终稿.docVIP

国产运动品牌的营销策略研究——以李宁为例 【摘要】李F公司，是我国著名体操运动员李宇创立的运动用品公司，从 1990年成立至今，经历过机遇和危机。近儿年通过品牌重塑已逐步回到发展的 正轨上，是我国著名的运动用品公司。 本文通过对李宇公司的发展概况、营销策略和营销特点等进行调查研究，了 解李宇公司通过策略的调整，利用电商渠道的发展以及采用中国元素在时装周上 大展国潮风釆等营销策略重塑品牌，再次在国内运动用品市场站稳脚跟。但在这 个竞争激烈的运动市场，面对国内外其他实力强劲的运动品牌对手，李亍公司的 发展仍然面临着很大的挑战。本文通过对李宇公司的营销策略进行研究，发现其 不足的地方，并相应地提出切实可行的建议，有助于提高其产品和服务质量，同 时也为我国国产运动品牌行业提供参考典范。 【关键词】国产运动品牌；李宇；营销策略 Research on Marketing Strategy of Domestic Sports Brands Based on Li Ning [Abstract] Li Ning Company is a sporting goods company founded by Chinas famous gymnast Li Ning? Since its establishment in 1990, it has experienced opportunities and crises. In recent years, it has gradually returned to the right track of development through rebranding and is a well-known sporting goods company in China. This article investigates and researches the development profile, marketing strategy and marketing characteristics of Li Ning Company, then understands that Li Ning Company s marketing strategies such as the adjustment of strategies, the use of e-commerce channels and Chinese elements to showcase Chinas fashion at Fashion Week Brand building, once again gaining a foothold in the domestic sports market.But in this fiercely competitive sports market, facing the strong competitors of sports brands at home and abroad, the development of Li Ning still faces great challenges? Through the research of Li Nings marketing strategy, this article finds its shortcomings and puts forward practical suggestions accordingly, which helps to improve the quality of its products and services, and also provides a reference model for Chinas domestic sports industry. [KeywordsJDomestic Sports Brands Li Ning Marketing Strategy TOC \o 1-5 \h \z \o Current Document 1前言 1 \o Current Document 1.1研究背景 1 \o Current Document 1.2研究目的 1 \o Current Document 1.3研究意义 1 \o Current Document 1.4研究方法 2 \o Current Document 2李宁公司的概况 2 \o Current Document 2.1李宁公司的基本情况 3 \o Current Document 2.2李宁公司的发展历程 3 \o Current Document 3李宁公司的营销特点 4 \o