I国产篮球鞋品牌策略研究——以李宁篮球鞋为例摘要相比较西方发达国家我国的体育产业起步较晚，很多运动品牌还很不成熟，而随着体育竞技被人们追捧并且变成彰显国家实力的方式之后，体育行业的市场前景变得非常可观，李宁公司作为国内体育用品领域老牌企业，它在发展的过程中遇到的问题也极具代表性。本文采用文献综述法、SWOT分析法对李宁公司品牌营销策略进行研究。首先分析了国产品牌篮球鞋行业发展现状以及所面临的营销内外部环境；其次对李宁公司篮球鞋品牌营销的优劣势、机会及威胁进行分析；再次就李宁公司篮球鞋品牌营销过程中存在的问题进行了剖析，为李宁公司篮球鞋品牌营销策略的改善提出建议。最后，针对已经分析出的具体问题本文将从总结出的能够针对李宁球鞋品牌暴露出来的问题，将适合其品牌的策略应用到该品牌的产品上去。关键词：品牌；定位；李宁；战略IIAbstractComparedwithwesterndevelopedcountries,China'ssportsindustrystartedlate,andmanysportsbrandsarestillimmature.Withthesportscompetitionbeingsoughtafterbypeopleandbecomingawaytoshowthestrengthofthecountry,themarketprospectofsportsindustryhasbecomeveryconsiderable.Asanoldbrandenterpriseinthefieldofdomesticsportsgoods,LiNingcompanyhasencounteredrepresentativeproblemsinthedevelopmentprocessSothispapertakesLiNingasanexample.ThispaperusesliteraturereviewandSWOTanalysistostudythebrandmarketingstrategyofLiNingcompany.Basedontheintroductionoftheresearchbackground,significance,literaturereviewandrelatedtheories,thispaperfirstanalyzesthedevelopmentstatusofdomesticbrandbasketballshoesindustryandtheinternalandexternalmarketingenvironment;secondly,itanalyzestheadvantages,disadvantages,opportunitiesandthreatsofbrandmarketingofbasketballshoesofLiNingcompany,andthenanalyzestheexistingproblemsintheprocessofbrandmarketingofbasketballshoesofLiNingcompanyAndputforwardsuggestionsfortheimprovementofbrandmarketingstrategyofbasketballshoesofLiNingcompany.Finally,aimingatthespecificproblemsthathavebeenanalyzed,thispaperwillsummarizetheproblemsthatcanbeexposedforthebrandofLiNingsneakers,andapplythestrategysuitableforthebrandtotheproductsofthebrand.Keywords:brand;positioning;LiNing;strategyIII目录摘要...............................................................IABSTRACT...........................................................II第1章绪论.........................................................11.1选题及研究背景................................................11.1.1选题背景..................................................11.1.2国内外品牌策略研究现状....................................11.1.3关于品牌策略的研究........................................21.2研究目和意义..................................................31.2.1选题目的..................................................31.2.2选题意义..................................................31.3研究内容与方法................................................41.3.1研究内容..................................................41.3.2研究方法..................................................4第2章品牌相关理论.................................................62.1品牌..........................................................62.1.1品牌的概念................................................62.1.2影响品牌策略的因素........................................62.2品牌策略......................................................72.2.1品牌策略的概念............................................72.2.2品牌策略的意义............................................7第3章国产品...
