李宁运动品牌发展生命周期和营销策略

Brand Life Cycle and Marketing Strategies of the Li Ning

自2001年中国获得北京奥运会举办权以来,体育产业发展迅猛,经过前期粗放发展后,国际品牌越来越重视中国市场,体育产业竞争越发激烈,消费者对穿着有了更高的需求,品牌的重要性日益突出。李宁具有典范作用,分析李宁牌生命周期的过程和营销策略,具有借鉴意义。研究发现李宁导入期短、2次成长期、缺成熟期、衰退期,建议利用2022年举办冬季奥运会带来的机遇和"互联网+"时代强盛崛起下,李宁等民族品牌应该立足中国市场、定位东方元素;注重创新和互联网,最终实现产业升级。

Since China won the right to host the Beijing Olympic Games in 2001,the sports goods industry has been developing rapidly.After the extensive development in the earlier stage,international brands have attached more and more importance to the Chinese market during recent years.As a result,Chinese sports manufacturers are facing increasingly fierce competition.Consumers have a higher demand for clothes,and the importance of brands is increasingly prominent.Li Ning has a model role,analysis of Li Ning brand life cycle process and marketing strategy,has reference significance.The research finds that Li Ning has a short entry period,two growth periods,lack of maturity and decline.It is suggested that Li Ning and other national brands should base themselves on the Chinese market and position themselves as Oriental elements under the opportunity of hosting the 2022 Winter Olympic Games and the prosperity and rise of the"Internet+"era.We will focus on innovation and the Internet,and ultimately achieve industrial upgrading.