李宁公司品牌营销策略分析

吉林农业科技学院学士学位论文

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吉林农业科技学院

李宁公司品牌营销策略分析

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摘要

李宁体育用品公司成立于1990年。通过近三十年的发展，现已逐渐成为我国乃至世界领先体育品牌公司的代表。在此期间李宁公司采取了多品牌共同发展的企业发展战略，除了自己的主打王牌李宁品牌以外，还掌握了心动、艾高、乐途等品牌。但在2012年的8月23日这一天，李宁公司发生了史无前例的大危机。原因是公司库存过高，销售业绩惨淡，大量门店被迫关闭。甚至连创办人李宁先生亲自出马应对都未能扭转局面，不止上半年纯利润大幅下降百分之八十五，企业的营销状况更是进一步恶化。李宁公司当即表示，为了挽救公司周转资金和终端零售损失，企业减少经销商代理和回购库存，并且增加工厂实体店和大幅折扣商店。

关键词: 李宁公司；营销策略；企业发展

Li Ning Co brand marketing strategy analysis

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Abstract

Lining sporting goods Co., Ltd. was founded in 1990. Through nearly thirty years of development, has now become China and even the world's leading sports Brand Company representatives. During this period the Li Ning Co to take the enterprise development strategy of multi brand development, in addition to their flagship ace Lining brand, also with the heart, Ai Gao, Lotour brand etc.. But on the day of 2012 in August 23rd, the Li Ning Co had an unprecedented crisis. The reason is the company inventory is too high, poor sales performance, a large number of stores were forced to close. Even the founder Mr. Lining personally to have failed to reverse the situation, more than half of the net profit dropped eighty-five percent, marketing situation was even worse. Li Ning Co said in a timely manner, in order to save the company's working capital and terminal retail losses, companies to reduce dealer agents and buy back inventory, and increase the factory store and a substantial discount store.

Key words: Li Ning Co; marketing strategy; enterprise development

目录

摘要..................................................................................................................................... I Abstract ...................................................................................................................................... I I 1 引言.................................................................................................................................. - 1 -

1.1 研究背景及意义..................................................................................................... - 1 -

1.1.1 研究背景...................................................................................................... - 1 -

1.1.2研究意义...................................................................................................... - 1 -

1.2 研究方法................................................................................................................. - 2 -

1.3 研究的创新点......................................................................................................... - 2 -

1.4 研究框架................................................................................................................. - 2 -

2 李宁品牌的营销现状........................................................................................................ -

3 -

2.1“一切皆有可能”品牌宣言的价值观体现........................................................... - 3 -

2.2专业化定位.............................................................................................................. - 3 -

2.3国际化步伐坚定...................................................................................................... - 3 -

2.4品牌定位较准确...................................................................................................... - 4 -

3 国际品牌的优势................................................................................................................ - 5 -

3.1品牌的扩散持续效应.............................................................................................. - 5 -

3.2品牌形象的烈火燎原效应...................................................................................... - 5 -

3.3品牌的市场控制效应.............................................................................................. - 6 -

4 对于李宁品牌战略营销的分析建议................................................................................ - 7 -

4.1李宁品牌的产品策略.............................................................................................. - 7 -

4.2李宁品牌的价格策略.............................................................................................. - 8 -

4.3李宁品牌推广策略.................................................................................................. - 9 - 结论.............................................................................................................................. - 10 - 参考文献.............................................................................................................................. - 11 - 致谢.............................................................................................................................. - 12 -