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1、.華東交通大學(xué)理工學(xué)院InstituteofTechnology.EastChinaJiaotongUniversity畢業(yè)論文GraduationThesis(20—20年)題目淺析李寧品牌的營(yíng)銷策略分院:專業(yè):市場(chǎng)營(yíng)銷班級(jí):11屆市場(chǎng)營(yíng)銷一班學(xué)號(hào):20110510640122學(xué)生姓名:鐘望指導(dǎo)教師:萬(wàn)大鵬起訖日期:研究.摘要21世紀(jì)以來(lái),世界經(jīng)濟(jì)環(huán)境發(fā)生了深刻的變化,市場(chǎng)條件動(dòng)蕩多變,產(chǎn)業(yè)、市場(chǎng)、顧客、競(jìng)爭(zhēng)日趨全球化。這些外因條件促成了國(guó)際化營(yíng)銷的產(chǎn)生和發(fā)展,進(jìn)而對(duì)品牌營(yíng)銷也產(chǎn)生了深刻的影響。品牌營(yíng)銷已經(jīng)成為贏得顧客忠誠(chéng)和企業(yè)長(zhǎng)期生存與發(fā)展的關(guān)鍵。隨著全球經(jīng)濟(jì)的高速發(fā)展,國(guó)內(nèi)
2、運(yùn)動(dòng)品牌市場(chǎng)競(jìng)爭(zhēng)日趨激烈,國(guó)外運(yùn)動(dòng)品牌的涌入也呈逐步上升趨勢(shì)。在此大環(huán)境下,我國(guó)運(yùn)動(dòng)服裝企業(yè)面臨嚴(yán)峻的挑戰(zhàn)。很多企業(yè)紛紛通過(guò)實(shí)施品牌戰(zhàn)略、開(kāi)展品牌營(yíng)銷以取得了市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì),從而確保了企業(yè)的長(zhǎng)遠(yuǎn)發(fā)展。本文主要以李寧品牌為例,對(duì)其品牌營(yíng)銷進(jìn)行了探討,分析了其營(yíng)銷過(guò)程中存在的問(wèn)題,并提出了合理的解決對(duì)策,希望能對(duì)包括李寧在內(nèi)的品牌服裝營(yíng)銷帶來(lái)一定的幫助。關(guān)鍵詞:李寧;戰(zhàn)略;營(yíng)銷;品牌營(yíng)銷研究.AbstractThe21stcentury,profoundchangeshavetakenplaceintheworldeconomyenvironment,changingmarketcon
3、ditions,industry,market,customers,competitionhasbecomeincreasinglyglobal.Theseexternalconditionsledtotheemergenceanddevelopmentoftheinternationalmarketing,whichhasalsohadaprofoundeffectonthebrandmarketing.Brandmarketinghasbecomeawinningcustomerloyaltyandthekeyofenterpriselong-termsurvivalandd
4、evelopment.Withtherapiddevelopmentofglobaleconomy,thedomesticsportsbrandmarketcompetitionisincreasinglyfierce,theinfluxofforeignsportsbrandalsohavebeengraduallyrisingtrend.Inthisenvironment,sportsclothingenterprisesinChinaisfacingseverechallenges.Manycompaniesthroughtheimplementationofbrandst
5、rategy,brandmarketinginordertoobtainthemarketcompetitionadvantage,toensurethelong-termdevelopmentofenterprises.Inthispaper,withliningbrandasanexample,probesintoitsbrandmarketing,analyzestheproblemsexistinginthemarketingprocess,andputforwardthereasonablecountermeasures,hopetobringcertainbrandc
6、lothing,includinglining,marketinghelp.Keywords:lining,Strategy;Marketing;Brandmarketing研究.目錄摘要2Abstract3引言61.品牌及品牌營(yíng)銷概述61.1品牌的含義與品牌的功能61.2品牌營(yíng)銷的概念及其作用71.2.1適應(yīng)市場(chǎng)趨勢(shì)的要求71.2.2提高企業(yè)整體素質(zhì)和效益71.2.3挖掘市場(chǎng)潛力、防范市場(chǎng)風(fēng)險(xiǎn)71.3品牌營(yíng)銷的影響因素81.4品牌營(yíng)銷管理的內(nèi)容81.4.1品牌定位是品牌營(yíng)銷的前提81.4.2品牌推廣是品牌營(yíng)銷的關(guān)鍵環(huán)節(jié)81.4.3品牌維護(hù)是品牌營(yíng)銷的一項(xiàng)重要工作81.4.4品牌
7、創(chuàng)新是品牌營(yíng)銷的突破和新起點(diǎn)92.李寧品牌營(yíng)銷的實(shí)施現(xiàn)狀分析92.1李寧公司的概況92.1.1公司的創(chuàng)立與發(fā)展92.1.2公司產(chǎn)品種類102.2李寧品牌營(yíng)銷的提出背景112.2.1首次嘗試品牌營(yíng)銷階段112.2.2明確品牌營(yíng)銷目標(biāo)階段112.2.3塑造品牌形象階段112.3李寧品牌營(yíng)銷的優(yōu)劣勢(shì)122.3.1李寧品牌營(yíng)銷的優(yōu)勢(shì)122、市場(chǎng)定位趨于準(zhǔn)確化132.3.2李寧品牌營(yíng)銷的劣勢(shì)14研究.2.4李寧品牌營(yíng)銷實(shí)施中存在的主要問(wèn)題162.4.1品牌定位不明晰162.4.2產(chǎn)品擴(kuò)展漫