李宁公司市场营销分析英文版.doc

The report of International marketing research Introduction Company profile Li ning company was established in 1990, after twenty years of exploration, has gradually become the representatives of China sports brand company. LI NING company to take multiple brand business development strategy, In addition to own core LI NING brand, also has LOTTO, AIGLE, Z - DO. In addition, li ning company holding stake in Shanghai fortune, KaiSheng sports. Research background Start from the end of 2010, li ning company stock is heavy selling, according to the 2011 li ning companys annual financial statements show that net profit fell 65.2% to 386 million yuan, the income decreased by 5.8% to 8.929 billion yuan. After the replacement Logo two years, li ning companys share price fell more than 70%, lost the first local sports brand position Research objective: 1, In the face of the fierce market competition pattern, li ning company will brand positioning in the Service for the generation after 90 s, and make efforts to expand the advantage products in youth consumer groups, with the sales promotion form to the brand new integration. 2, Understanding customer value sports clothing, shoes, what function and appearance, price, service, etc.; Know the customers in the purchase, sales promotion activities on purchase behavior influence, know the customers on the material, technology and manufacturing technology innovation recognition degree, and the consumer background characteristics make analysis. 3, By consolidating the domestic market, and gradually developing the international market. Question 1 1) Company have development center and certain research and development ability, but product development mainly focus on design and style, in the core technology research and development on the inadequate investment. 2) Product movement series level is relatively low. Solutions 1) Increase the movement of the science and technology research and development investment 2) Strength