“李宁”运动服饰品牌的SWOT分析——基于223名90后大学生的体育品牌消费认知和行为分析

SWOT Analysis on LI Ning Sports Brand——Based on Consumer's Cognition and Behavior of the Generation after 90s of 223 College Students

探讨90后年轻人对"李宁"服饰品牌消费认知和消费行为状态,有利于从现实角度厘清国产体育品牌目前处于市场低迷原因。本文采用问卷调查法、访谈法、统计法、逻辑分析法,以223名被调查者问卷统计数值为依据,结合部分消费者访谈的资料,分析出"李宁"服饰作为国产品牌在90后消费者中具有较高认知度,他们对"李宁"的消费属于品质和时尚结合型,而目前"李宁"的产品在时尚元素和产品科技水平等方面,距离90后消费者要求存在距离。建议"李宁"团队在产品设计上更多研究90后消费需要和审美心理,同时建议应和国外品牌差异化发展。

To analyze consumer＇s cognition and behavior of the generation after 90s to LI Ning sports brand is to find the reason why the market share of domestic-made sports brand is low.With questionnaire, statistics and logical analysis, based on the questionnaire of 223 College Students, this paper concludes that LI Ning sports brand has a higher visibility because it combines good quality and fashion.But LI Ning sports brand still cannot meet the needs of the generation after 90s on fashion and high-tech.It is suggested that LI Ning sports brand should do more research on consumer＇s needs and aesthetics and seek differentiation development strategy from foreign brands.