国产运动品牌的营销策略研究——以李宁为例【摘要】李宁公司，是我国著名体操运动员李宁创立的运动用品公司，从1990 年成立至今，经历过机遇和危机。近几年通过品牌重塑已逐步回到发展的正轨上，是我国著名的运动用品公司。本文通过对李宁公司的发展概况、营销策略和营销特点等进行调查研究，了解李宁公司通过策略的调整，利用电商渠道的发展以及采用中国元素在时装周上大展国潮风采等营销策略重塑品牌，再次在国内运动用品市场站稳脚跟。但在这个竞争激烈的运动市场，面对国内外其他实力强劲的运动品牌对手，李宁公司的发展仍然面临着很大的挑战。本文通过对李宁公司的营销策略进行研究，发现其不足的地方，并相应地提出切实可行的建议，有助于提高其产品和服务质量，同时也为我国国产运动品牌行业提供参考典范。【关键词】国产运动品牌；李宁；营销策略Research on Marketing Strategy of Domestic Sports Brands —— Based on Li Ning [Abstract] Li Ning Company is a sporting goods company founded by China's famous gymnast Li Ning. Since its establishment in 1990, it has experienced opportunities and crises. In recent years, it has gradually returned to the right track of development through rebranding and is a well-known sporting goods company in China.This article investigates and researches the development profile, marketing strategy and marketing characteristics of Li Ning Company, then understands that Li Ning Company's marketing strategies such as the adjustment of strategies, the use of e-commerce channels and Chinese elements to showcase China's fashion at Fashion Week Brand building, once again gaining a foothold in the domestic sports market.But in this fiercely competitive sports market, facing the strong competitors of sports brands at home and abroad, the development of Li Ning still faces great challenges. Through the research of Li Ning's marketing strategy, this article finds its shortcomings and puts forward practical suggestions accordingly, which...
