李宁公司品牌营销战略研究
发布时间：2018-12-28 08:52
【摘要】： 近年来,随着中国经济的高速发展,生活水平不断提高,体育产业也得到很大的发展,2008年北京奥运会的举行更为中国体育用品行业创造了良好发展的契机。 面对体育用品市场的极大需求,我国体育用品生产企业的现状却不容乐观,最大的问题和不足就是缺乏强势品牌。只有建立起强大的品牌优势,才能提升企业的竞争力。 正是基于这种情况,本文以中国体育用品行业的龙头企业——李宁公司为研究对象,根据市场营销管理、企业战略等知识进行分析研究。本文对于中国体育用品生产企业品牌管理的研究有一定的现实意义。
[Abstract]:In recent years, with the rapid development of China's economy, the standard of living has been improved, and the sports industry has also been greatly developed. The holding of the 2008 Beijing Olympic Games has created a good opportunity for the development of the sports goods industry in China. Facing the great demand of sports goods market, the present situation of sports goods production enterprises in our country is not optimistic, the biggest problem and deficiency is the lack of strong brand. Only to establish a strong brand advantage, can enhance the competitiveness of enterprises. Based on this situation, this paper takes Li Ning Company, a leading enterprise in China's sporting goods industry, as the research object, and analyzes and studies it according to the knowledge of marketing management and enterprise strategy. This paper has certain practical significance for the research of brand management of Chinese sporting goods production enterprises.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.8;F274
本文编号：2393754
[Abstract]:In recent years, with the rapid development of China's economy, the standard of living has been improved, and the sports industry has also been greatly developed. The holding of the 2008 Beijing Olympic Games has created a good opportunity for the development of the sports goods industry in China. Facing the great demand of sports goods market, the present situation of sports goods production enterprises in our country is not optimistic, the biggest problem and deficiency is the lack of strong brand. Only to establish a strong brand advantage, can enhance the competitiveness of enterprises. Based on this situation, this paper takes Li Ning Company, a leading enterprise in China's sporting goods industry, as the research object, and analyzes and studies it according to the knowledge of marketing management and enterprise strategy. This paper has certain practical significance for the research of brand management of Chinese sporting goods production enterprises.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.8;F274
【参考文献】
相关期刊论文 前1条
1 曾洪林;名牌战略与体育用品标准化的探讨[J];成都体育学院学报;2002年03期
，本文编号：2393754
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