耐克和李宁营销策略的对比分析.docxVIP

PAGE

PAGEX

摘要

近年来，我国体育爱好者数量快速增长，人们日益丰富的物质生活带动了对体育用品的需求，国内外众多体育用品企业展开了激烈竞争。本文的研究目的是通过将耐克与李宁公司的营销现状和营销策略进行全面的研究与分析，并对其中的精华进行提炼，相互借鉴，弥补自身不足，力求为两家企业和其他企业提供一些有价值的启示和帮助。

本文旨在研究耐克与李宁创始人及文化、耐克与李宁营销现状的对比和耐克与李宁营销策略的产品策略、价格策略、渠道策略、促销策略，对比分析出各自营销策略的特点，最后提出强化品牌精神，淡化产品品类、提升产品品质，打造个性产品、明确品牌性质，制定合理价格、完善营销渠道建设，注重网络渠道建设和运用促销手段、扩大产品知名度这些建议。

关键词：耐克；李宁；营销策略；对比

ABSTRACT

Inrecentyears,thenumberofChinesesportsfansgrowsrapidly,andtheincreasinglyrichmateriallifedrivesthedemandforsportsgoods.Manydomesticandforeignsportsgoodsenterpriseshavelaunchedthefiercecompetition.ThepurposeofthispaperistocomprehensivelystudyandanalyzethemarketingstatusquoandmarketingstrategyofNikeandLiNingCompany,andextracttheessenceofwhich,learnfromeachother,makeupfortheirownshortcomings,andstrivetoprovidesomevaluableinspirationandhelpforthetwoenterprisesandotherenterprises.

ThispaperaimstostudyfounderandcultureofNikeandLiNing,marketingstatuscontrastofNikeandLiNingandmarketingstrategyofproductstrategy,pricestrategy,placestrategy,promotionstrategy,comparativeanalysisofthecharacteristicsoftheirmarketingstrategy.Finally,weprovidethefollowingsuggestions:strengtheningbrandspiritanddilutingproductcategories;promotingproductqualityandcreatingproductpersonality;clarifyingthenatureofthebrandandestablishingareasonableprice;improvingtheconstructionofmarketingchannelsandnoticingtheconstructionofnetworkchannels;usingpromotionalmeansandexpandingproductawareness.

Keywords：Nike;LiNing;marketingstrategy;contrast

PAGE

PAGEIII

TableofContentsTOC\o1-3\h\u

ChapterOneIntroduction 1

1.1FounderandCultureofNike 1

1.2FounderandCultureofLiNing 1

ChapterTwoComparativeAnalysisofMarketingStatusBetweenNikeandLiNing 3

2.1ComparativeAnalysisofMarketingConceptsBetweenNikeandLiNing 3

2.1.1Consum