李宁体育用品有限公司营销策略研究.pdf

摘 要 随着我国城镇人们生活水平的提高，从注重生活享受到注重生活健康的趋势越 来越明显。在竞技体育发展的同时，平民化健身体育的发展更为迅速，平民化的体 育运动的发展使得体育运动产业比之前任何时候的前景都更加美好，越来越多的国 内企业挤身到体育用品产业的行列，国外发展迅猛的知名体育品牌也加强了对中国 市场的份额的争夺。 然而面对着体育用品市场的强劲需求，国内市场的竞争局面却令人担忧：竞争 优势地位却被国外强势品牌所掌握，高端市场完全被国外体育品牌所垄断；在一线 城市国产体育品牌只能在国外体育强势品牌的夹缝中生存，并且这些国外品牌还在 继续向二三线城市延伸；目前国产体育品牌只能靠在二三线城市中众多的销售终端 来获得绝对的量的优势以求得销售额的提升，显得大而不强；体育用品市场缺乏绝 对强势的国产品牌来与国外知名品牌抗衡。 正是基于这种情况，本文以中国体育用品行业的国内品牌标杆企业--李宁体育 用品有限公司为研究对象，通过对李宁公司的营销策略的研究，希望给李宁及其它 国内运动品牌以一些有益的启示，这些研究对于中国体育品牌发展和壮大有着非常 重要的现实意义。 本文从李宁品牌的营销策略入手，针对李宁公司在当前的市场环境，通过运用 相关营销理论对李宁的营销策略和手段进行抽丝剥茧，揭示了李宁公司所面临的机 会与挑战，发展中所表现出的优势与劣势，并提出相应的营销策略调整的建议。 关键词：李宁公司，体育用品，营销策略，品牌策略 I Abstract As Chinese urban peoples living standards improve, the trend from a focus enjoy the life to a focus on living a healthy life became increasingly evident. With match sports developing, civilian sports and fitness sports develop more rapidly, the civilian sports development makes the sport industrys prospects fast than at any time before, more and more domestic enterprises join to the sports crowd the ranks of industry, the rapid development of foreign well-known sports brands have also strengthened the Chinese market share battle. But face to the strong market demand for sporting goods, competition in the domestic market situation is worried: the strong competitive dominance of foreign brands was mastered, high-end market was completely monopolized by foreign sports brand; domestic sports brands in the only first-tier cities in foreign sports is caught between a strong brand, and these foreign brands continue to extend the second and third tier cities; currently only against the domestic sports brands in the second and third tier cities in la