广东东软学院本科生毕业设计（论文）国潮品牌的营销策略—以李宁为例 Marketing strategy of Guochao brand—Taking Li Ning as an example内容摘要近年来，我国潮牌文化市场发展的越来越好，其中年轻人为潮牌的主力军，以年轻群体为代表的消费者更加注重产品品质和个性化体验。与此同时，传统文化的回归，大众对传统文化强烈的认同感，对国内的本土品牌更为关注，在一定程度上推动了“国潮”的崛起。基于市场和消费者需求变化，“国潮”已经成为品牌转型和营销的重要方向。本论文采用案例分析的研究方法，针对国潮品牌的营销策略进行研究，通过对国潮品牌的优秀代表李宁在品牌定位、目标客户和营销策略的调整进行分析，了解李宁在产品方面的改进、价格调整、渠道建设的变革以及营销方式的创新等一系列举措。同时，在此基础上对李宁品牌在今后更好发展提出建议。通过对李宁的全面分析，借鉴李宁在营销策略上成功的经验，为其他传统品牌转型国潮在营销方面提供参考。关键词：国潮品牌 营销策略 李宁AbstractIn recent years, the development of China's chaopai cultural market is getting better and better. Among them, young people are the main force of chaopai, and consumers represented by young groups pay more attention to product quality and personalized experience. At the same time, the return of traditional culture, the public's strong sense of identity to traditional culture, and more attention to domestic brands, to a certain extent, promote the rise of "national tide". Based on the change of market and consumer demand, "Guochao" has become an important direction of brand transformation and marketing. This paper uses case study method to study the marketing strategy of Guochao brand. By analyzing the adjustment of brand positioning, target customers and marketing strategy of Li Ning, the outstanding representative of Guochao brand, we can understand a series of measures of Li Ning, such as product improvement, price adjustment, channel construction reform and marketing mode inn...
