2007年-2008年李宁品牌传播策略研究

发布时间：2018-05-05 23:06

本文选题：2007年 + -2008年　；参考：《北京体育大学》2009年硕士论文

【摘要】： 市场营销、定位、品牌、传播学等相关理论是本研究主要的指导思想和理论依据。本研究中所有的“李宁”都特指——李宁(商业)体育用品集团有限公司属下的李宁品牌。李宁先生特指李宁(商业)体育用品集团有限公司董事长。李宁公司特指李宁(商业)体育用品集团有限公司。本研究分析与讨论部分主要由七个小节构成。第一节为主要概念的界定,主要对本研究的核心概念—品牌以及品牌传播做了明确界定;第二节对李宁公司总体情况做了简要研究,其中主要涉及李宁公司发展历程、成功原因、品牌存在的问题、品牌重新定位以及品牌主要竞争对手分析等方面;第三节分析北京奥运会给李宁品牌传播带来的机遇和挑战;第四节分析李宁品牌战略与李宁奥运战略;第五节分析2007年—2008年中,李宁品牌传播策略,其中主要涉及的方面是李宁如何运用赞助、广告传播、网络营销、路演活动等品牌传播策略,将自身品牌传播理念与北京奥运会相关元素对接,建立并强化品牌自身与奥运的关联度,从而积累并强化品牌资产;第六节分析2007年—2008年李宁品牌传播特点;第七节针对后奥运时期李宁品牌传播做了简要阐述。本研究得出结论并提出建议如下: 一、结论李宁品牌作为非奥运会赞助商,以“低成本,高收益”的营销成效得到了广泛认可,其中部分营销策略被媒体、营销界推捧为“非奥运营销”经典之作。2007年—2008年李宁品牌传播取得的成效在一定上表明了我国企业营销能力、竞争力的提升,也体现了中国的体育用品企业,特别是一线品牌在营销策略的制定创意、角度以及前瞻性上的明显进步。在面对国际性重大体育赛事时,李宁面临的机遇与挑战与中国其他本土体育用品品牌相比具有极大的相似性。因此,适时地归纳、分析和总结李宁品牌传播过程中的成功经验和现存不足,也会对国内其他二三线体育用品牌如安踏、鸿星尔克、特步等起到一定的借鉴和指导作用,从而促进我国体育产业的整体发展。 2007年—2008年李宁品牌传播策略中的成功经验值得借鉴,但从李宁品牌发展战略以及李宁品牌发展阶段角度分析,2007年—2008年李宁品牌传播策略中也存在一定的不足。二、建议 (1)注重成本与收益间的平衡 (2)全面贯彻并实施先进的营销理念 (3)强化核心运动资源的个性塑造 (4)注重对运动资源推广的完整性和系统性 (5)避免传播“噪音”,创新活动策划 (6)持续维护并强化品牌形象
[Abstract]:Marketing, positioning, brand, communication and other related theories are the main guiding ideology and theoretical basis of this study. In this study, all Li Ning refers specifically to Li Ning brand under the sports goods group of-Li Ning (Commercial) Sports goods Group Co., Ltd. Li Ning refers specifically to the chairman of Li Ning (Commercial) Sports goods Group Co., Ltd. Li Ning Co., Ltd., refers to Li Ning (Commercial) Sports goods Group Co., Ltd. This research analysis and discussion part mainly consists of seven subsections. The first section is the definition of the main concepts, mainly to the core concept of this study-brand and brand communication to make a clear definition; the second section of the general situation of Li Ning made a brief study, which mainly involves the development process of Li Ning Company, The third section analyzes the opportunities and challenges that the Beijing Olympic Games bring to Li Ning's brand communication. The fourth section analyzes Li Ning's brand strategy and Li Ning's Olympic strategy, and the fifth section analyzes the brand communication strategy of Li Ning from 2007 to 2008, in which the main aspects involved are how to use sponsorship, advertising communication, network marketing, etc. Brand communication strategy, such as road show activities, will connect its brand communication concept with the relevant elements of the Beijing Olympic Games, establish and strengthen the correlation between the brand itself and the Olympic Games, so as to accumulate and strengthen the brand assets; The sixth section analyzes the characteristics of Li Ning brand communication from 2007 to 2008, and the seventh section briefly expounds the brand communication in the post Olympic period. The present study draws conclusions and makes the following recommendations: I. conclusions Li Ning's brand, as a non-Olympic sponsor, has been widely recognized for its "low cost, high profit" marketing effectiveness, some of which have been marketed by the media. The success of Li Ning's brand communication from 2007 to 2008 shows to a certain extent the promotion of the marketing ability and competitiveness of Chinese enterprises, as well as the sports goods enterprises in China. In particular, the first-line brand in the formulation of marketing strategy creativity, perspective and forward-looking obvious progress. The opportunities and challenges faced by Li Ning in the face of major international sports events are similar to those of other local sporting goods brands in China. Therefore, timely summing up, analyzing and summing up the successful experience and existing shortcomings in the process of Li Ning brand communication will also play a certain reference and guidance role for other domestic sports brands such as Anta, Hongxing Erke, Tebu, etc. So as to promote the overall development of China's sports industry. The successful experience of Li Ning's brand communication strategy from 2007 to 2008 is worth drawing lessons from. However, from the perspective of the brand development strategy and the brand development stage of Li Ning, there are some deficiencies in the brand communication strategy from 2007 to 2008. II. Recommendations Focus on the balance between costs and benefits Fully implement and implement advanced marketing concepts Strengthening the personality shaping of core sports resources 4) focus on the integrity and systematization of sports resources promotion Avoid spreading "noise" and plan innovative activities Maintain and strengthen brand image on a continuous basis
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2

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