浅析李宁品牌的营销策略.doc

华东交通大学理工学院 Institute of Technology. East China Jiaotong University 毕 业 论 文 Graduation Thesis （20 —20 年） 题 目 浅析李宁品牌的营销策略 分 院： 专 业： 市场营销 班 级： 11届市场营销一班 学 号： 20110510640122 学生姓名： 钟望 指导教师： 万大鹏 起讫日期： 摘 要 21世纪以来，世界经济环境发生了深刻的变化，市场条件动荡多变，产业、市场、顾客、竞争日趋全球化。这些外因条件促成了国际化营销的产生和发展，进而对品牌营销也产生了深刻的影响。品牌营销已经成为赢得顾客忠诚和企业长期生存与发展的关键。随着全球经济的高速发展，国内运动品牌市场竞争日趋激烈，国外运动品牌的涌入也呈逐步上升趋势。在此大环境下，我国运动服装企业面临严峻的挑战。很多企业纷纷通过实施品牌战略、开展品牌营销以取得了市场竞争优势，从而确保了企业的长远发展。 本文主要以李宁品牌为例，对其品牌营销进行了探讨，分析了其营销过程中存在的问题，并提出了合理的解决对策，希望能对包括李宁在内的品牌服装营销带来一定的帮助。 关键词：李宁；战略；营销；品牌营销 Abstract The 21st century, profound changes have taken place in the world economy environment, changing market conditions, industry, market, customers, competition has become increasingly global. These external conditions led to the emergence and development of the international marketing, which has also had a profound effect on the brand marketing. Brand marketing has become a winning customer loyalty and the key of enterprise long-term survival and development. With the rapid development of global economy, the domestic sports brand market competition is increasingly fierce, the influx of foreign sports brand also have been gradually rising trend. In this environment, sports clothing enterprises in China is facing severe challenges. Many companies through the implementation of brand strategy, brand marketing in order to obtain the market competition advantage, to ensure the long-term development of enterprises. In this paper, with li ning brand as an example, probes into its brand marketing, analyzes the problems existing in the marketing process, and put forward the reasonable countermeasures, hope to bring certain brand clothing, including li ning, marketing help. Key wo