5W理论的李宁品牌代言人策略分析.docVIP

基于5W理论的李宁品牌代言人策略分析 PAGE 基于5W理论的李宁品牌代言人策略分析 [摘要] 品牌代言人的使用对于促进产品销售，提高知名度，树立企业形象有着不可估量的作用。因此，品牌代言人的选择就成为广告策略、营销传播乃至整体品牌战略中一个值得关注的焦点。真正的品牌代言人是品牌形象的一部分，是品牌形象化，生动化的扮演者。 李宁体育用品有限公司自1990年创办之初，与中国奥委会携手合作，通过体育用品推动中国体育事业的发展，并不断赞助各种体育事业创立起自己的品牌。在2004年李宁公司继续保持行业领先的地位，2005年和NBA的合作，销售额创历史新高， 并向世界一流的品牌冲刺。这期间李宁体育用品有限公司的品牌代言人策略起了至关重要的作用。本文以李宁体育用品有限公司代言人策略为例，从传播者，传播内容，传播渠道，受传者和传播效果进行初步分析，而对我国体育产业品牌代言人的应用提出几点看法。 [关键词]体育产业 李宁体育用品有限公司 品牌代言人 5W理论 【Abstract】The product operations of the brand spokesman will bring inestimable advantages for products sales, awareness and corporate image. Therefore, the choice of brand spokesman becomes a concern in advertising strategy, marketing communications, even integral brand strategies. A great brand spokesman is one part of brand image, a visual and lively role of the brand. Working together with Chinese Olympic Committee, Li Ning Sports Co., Ltd has been promoting the development of Chinas sports cause with sporting goods since founded in 1990, and establishing own brand by keeping supporting various kinds of sports career. Li Ning Co. kept staying ahead in the industry in 2004, cooperated with NBA in 2005, the turnover reached a new high without precedent and spurted for world first-class brand. In the meantime, the strategy of spokesman is the most important factor. Taking the spokesman strategy of Li Ning Sports Co., Ltd for an example, dissecting the communicator, contents, channels, receivers and effects, the paper presents some views with the choice of brand spokesman in Chinese sport industry. 【Key words】sp