Research for LI-NING (MARKETING)

我最喜欢的是李宁的广告英语作文English:One of my favorite advertisements is the Li Ning commercial. Li Ning is a popular sportswear brand in China, known for its high-quality products and inspiring marketing campaigns. The advertisement I particularly admire showcases the determination, resilience, and indomitable spirit of athletes.In this ad, the story unfolds by portraying a young athlete going through various challenges and setbacks in his journey towards success. The commercial opens with a shot of the athlete falling down while running on a track, representing the various obstacles that life throws at us. However, instead of giving up, the athlete takes a deep breath, gets up, and continues running. This scene sends a powerful message about never giving up and pushing through adversity.Throughout the commercial, the camera follows the athlete's relentless pursuit of excellence, capturing his dedication andcommitment. Sweat drips down his face as he trains, highlighting the immense effort and hard work required to achieve greatness. The use of slow-motion shots adds a dramatic effect, emphasizing the importance of every movement and the intensity of the athlete's determination.What sets this advertisement apart is its ability to deeply resonate with the audience. It is not just about selling sportswear; it is about inspiring people to overcome their limitations and strive for greatness in their own lives. The powerful visuals and accompanying music create an emotional connection with viewers, igniting a spark of motivation within them.Li Ning's advertisement successfully communicates the brand's core values of passion, perseverance, and triumph. It celebrates the human spirit and encourages individuals to embrace challenges as opportunities for growth. By showcasing the athlete's journey towards success, it inspires people to believe in their own potential and chase their dreams relentlessly.中文翻译：我最喜欢的广告之一是李宁的广告。

中国品牌作文英语China has become a major player in the global market, and its brands are gaining recognition and popularity worldwide. In recent years, Chinese brands have made significant progress in various industries, including technology, fashion, and consumer goods. This essay will explore the rise of Chinese brands and their impact on the global market.The first factor contributing to the success of Chinese brands is the country's booming economy. China has experienced rapid economic growth in the past few decades, which has created a large middle class with increased purchasing power. As a result, Chinese consumers arewilling to spend more on high-quality products, and Chinese brands are taking advantage of this trend. For example, Huawei has become the world's second-largest smartphone manufacturer, thanks to its high-quality products and aggressive marketing strategies.Another factor behind the rise of Chinese brands is innovation. Chinese companies are investing heavily in research and development, and they are coming up with innovative products that are attracting global attention. For example, DJI, a Chinese company that specializes in drones, has become the world's leading drone manufacturer, thanks to its cutting-edge technology and innovative products.Finally, Chinese brands are benefiting from thecountry's large population and vast domestic market. With over 1.4 billion people, China offers a huge market for local brands to grow and expand. Chinese companies are using this advantage to build strong brands at home, and then expand into international markets. For example, Li-Ning, a Chinese sportswear brand, has become a major player in the global market, thanks to its strong brand recognition in China.The rise of Chinese brands is having a significant impact on the global market. Chinese companies are challenging established brands in various industries, andthey are gaining market share rapidly. This trend is likely to continue, as Chinese brands continue to invest in innovation and expand their global reach. However, Chinese brands still face challenges, such as cultural differences and perceptions of low quality. To overcome these challenges, Chinese companies need to focus on building strong brands that resonate with consumers worldwide.In conclusion, the rise of Chinese brands is areflection of China's growing economic power and innovation. Chinese companies are challenging established brands in various industries, and they are gaining recognition and popularity worldwide. As China continues to grow and expand, its brands are likely to play an increasingly importantrole in the global market.。

我最喜欢的品牌李宁英语作文全文共3篇示例，供读者参考篇1My Favorite Brand: Li-NingIf you asked me a few years ago what my favorite sports brand was, I probably would have said Nike or Adidas without hesitation. Like most kids my age, I was drawn to the big international names that all the cool athletes seemed to be wearing. However, my perspective started to shift when I learned more about Li-Ning, a leading Chinese sportswear and equipment company.Li-Ning has quickly become my go-to brand for athletic gear, and I'm not alone - it's gaining tons of popularity among young people in China and around the world. There are several reasons why I've grown to love and respect this brand so much.First off, the quality and style of Li-Ning's products is truly impressive. Their shoes, apparel, and accessories combine cutting-edge technology with bold, eye-catching designs. I have several pairs of their shoes for different sports like basketball, running, and training. The cushioning, support, and breathabilityare outstanding. And the bright colors and patterns really make a statement.But Li-Ning is more than just a stylish brand - they are innovators in sportswear technology. They were one of the first companies to utilize honeycomb-structured cushioning and seamless knitting techniques. Their "Boom" and "FurionBurst" cushioning systems provide insane energy return and impact protection. The seamless one-piece uppers on some models eliminate irritation and allow for amazing flexibility and fit.Li-Ning is also very focused on sustainability and giving back. They develop eco-friendly plant-based materials and use recycled plastics. The brand has partnered with the Beijing Forestry University to create the "Green Concept" line made from sustainable bamboo fibers. They also support youth sports development in China through the Li-Ning Sports Fund.But what really makes me respect Li-Ning is the incredible story and perseverance of its founder, the iconic Olympic gymnast Li Ning himself. He is nicknamed the "Prince of Gymnasts" after winning 6 medals, 3 gold, at the 1984 Los Angeles Olympics. This made him one of the biggest stars in China.After retiring from competition, Li Ning had the vision to start his own sportswear company in 1990 despite having no business experience. At the time, domestic brands were struggling to compete with foreign names like Nike and Adidas that were dominating the Chinese market. But Li refused to give up on his dream.The early years were extremely difficult for the fledgling company. They operated out of a small factory and endured many setbacks. However, through sheer determination and belief in the brand, Li slowly gained a foothold. A major turning point came when the company outfitted the Chinese Olympic team for the 2008 Beijing Games. This gave them huge visibility and credibility on the national stage.Since then, Li-Ning has experienced incredible growth and success both in China and internationally. They continue pushing the boundaries of performance wear while honoring China's rich athletic heritage. The brand's famous logo depicts theLines that semaphore soaring, capturing Li Ning's famous gymnastic moves and the spirit of athletic perfection.On a personal level, I'll never forget the sense of pride I felt when Li-Ning became an official partner of the NBA a few years ago. It was the first time a non-American company had securedan apparel deal with one of the big US sports leagues. Players like Dwyane Wade, CJ McCollum, and Evan Turner began wearing Li-Ning on the court. It was such a cool moment of cultural crossover and representation.As a Chinese student who loves basketball, it's so inspiring to see homegrown brands like Li-Ning making it big on the global stage. They are the perfect example of the innovative spirit and cultural pride that is driving China's economic and athletic rise.What also draws me to Li-Ning is their awesome marketing and influencer collaborations aimed at Gen Z customers like myself. Relatability and authenticity is so important to youth culture these days. Li-Ning totally gets it - they collaborate with popular young celebrities, artists, designers to create special limited edition drops and looks. It makes the brand feel very current, fresh, and in-tune with the latest trends.Some of my favorite Li-Ning collabs and campaigns have been with Chinese rap stars like Vava and former NBA player Yi Jianlian. It's awesome to see these stars repping Chinese brands with pride. Li-Ning's social media game is also super strong, with popular ambassadors and engaging content that resonates with my generation.On a bigger level, I respect how Li-Ning has helped spark a sense of national pride and an appetite for Chinese brands among young consumers. We've traditionally associated sportswear with big Western names. But Li-Ning's rise has shown that China can compete on design, innovation and cultural relevance.With their apparel and shoes becoming must-haves among Chinese youth, Li-Ning is at the forefront of this "China Pride" trend. We see the brand as an embodiment of modern Chinese culture - blending old and new, transcending borders, and showing the world what we have to offer. It feels so cool to be part of this movement.In many ways, Li-Ning's journey parallels China's economic and cultural reemergence on the world stage after years of struggle and being overlooked. The brand had to overcome huge odds and defy expectations to get where they are today. Their perseverance and self-belief is something all Chinese people can take inspiration from.On a personal level, seeing Li-Ning's success has motivated me to have more confidence in myself and my culture. Their "Attitude is Everything" slogan is embedded in my mindset for athletics and life in general. Li-Ning is living proof that you can'twrite off the underdogs - if you have the right attitude and put in the work, anything is possible.In the future, I hope Li-Ning continues being a trailblazer and source of national pride. I want to see them expanding their presence in America and Europe while maintaining their Chinese roots. New partnerships with athletes from other sports and cultures would be amazing. And I'd love if they opened more stores globally - I had to buy most of my Li-Ning gear online since there aren't any retailers near me.No matter what, Li-Ning will always be my favorite athletic brand. More than just making high quality performance products, they represent the ambition, resilience and cultural pride that inspires me as a young Chinese person pursuing my dreams. Wearing their gear makes me feel connected to my roots while still being part of the latest trends. Li-Ning isn't just a sportswear company - it's a symbol of limitless possibility.篇2My Favorite Brand: Li-NingWhat's your favorite clothing brand? Maybe it's Nike, Adidas, or some other big international name. For me, it's a Chinese brand that might not be as well-known globally, but it's hugelypopular in my country and holds a special place in my heart -Li-Ning.You've probably seen the Li-Ning logo before, even if you didn't recognize it. It's the little red brand mark with the curves that kind of looks like the silhouette of a runner. Li-Ning is one of the leading sportswear and equipment companies in China, right up there with giants like Nike and Adidas in terms of market share and brand recognition here.But Li-Ning is more than just another athletic apparel company to me. It represents Chinese pride, resilience, and the pursuit of greatness against all odds. The story of its founder, Li Ning himself, is incredibly inspiring.Li Ning was born in 1963 in a poor rural village in Guangdong Province. From a young age, he showed incredible talent and dedication as a gymnast. Despite coming from humble beginnings and training without fancy equipment or facilities, Li won six medals at the 1984 Los Angeles Olympics, including three gold medals. He was a national hero, bringing glory to China on the world stage.After retiring from gymnastics, Li decided to launch his own sportswear company in 1990. At the time, foreign brands like Nike and Adidas dominated the Chinese market. A domesticstartup trying to compete with those international juggernauts seemed foolishly ambitious. But Li had a vision - to create a uniquely Chinese brand that could inspire and outfit his countrymen as they pursued their own athletic dreams.The early years were a massive struggle. Li-Ning had to fight against established foreign competitors, deal with counterfeit merchandise, and find its own identity in a market saturated by Western brands. But through grit, innovation, and pride in its Chinese roots, the company slowly gained a foothold.Today, Li-Ning is a multi-billion dollar juggernaut, with over 6,000 stores across China and a growing international presence. Its slick marketing, celebrity endorsements, and cutting-edge products have made it immensely popular, especially among younger Chinese consumers. Kids my age love rocking the latest Li-Ning kicks and tracksuits as a badge of national pride and trendiness.But what really makes me connect with Li-Ning is the brand's core philosophy and values. Li-Ning as a company is all aboutDefying Odds and Pursuing Victory. The iconic Li-Ning logo, with its curves and sense of movement, is meant to represent the "human body's ability to stretch itself to the utmost extremity in defiance of physical limitations."That resilient, never-say-die spirit resonates with me so deeply. Like its founder, Li-Ning the brand had to overcome poverty, long odds, and fierce competition through tenacity and an unwavering belief in itself. Its products are all about giving athletes the tools and motivation to push themselves past their limits in pursuit of greatness.I remember watching Li Ning light the Olympic cauldron at the breathtaking 2008 Beijing Opening Ceremonies, soaring over the stadium like a heroic figure from Chinese lore. In that iconic moment, he embodied the brand's philosophy of defying odds and physical constraints in the name of victory. It was a soaring symbol of Chinese achievement and national pride.On a personal level, Li-Ning's ethos has inspired me in my own athletic pursuits. I'm not a professional or Olympic athlete - just a high school kid who loves playing basketball. But every time I lace up my Li-Ning kicks or slip on one of their lightweight jerseys, I feel imbued with the energy and determination to outwork my opponents and push myself past my limits.I'll never forget the first time I scored 30 points in a game while wearing my Li-Ning gear. It was like all the brand's words about "defying odds" and "pursuing victory" flowed through me.I just got into an amazing zone, all my training and the brand'smotivational messages coming together to help me achieve something I didn't think was possible that night.Beyond just making high-quality athletic apparel and equipment, Li-Ning has done an amazing job building an entire lifestyle and culture around its brand. Its boldly designed shoes and apparel are hugely fashionable among Chinese youth. Celebs like Dwyane Wade and other athletes have been brought on as brand ambassadors to add more international cool factor.Li-Ning's creative marketing has included things like running "Gesture Boutiques" where customers can control interactive displays just through body movements. Their brand app"Chi-Running" gives users customized exercise routines using innovative gesture tracking technology. The company is really on the cutting edge when it comes to merging sportswear, technology, fashion, and lifestyle branding.I have so much love and respect for Li-Ning as a brand because it represents quintessential Chinese values to me - resilience, hard work, national pride, and the fearless pursuit of greatness against all odds. It emerged from humble beginnings to become a true national champion taking on the global sports giants.Every time I look at the distinctive Li-Ning logo or hear the brand's motivational slogans, I feel a sense of inspiration and energy flowing through me. Li-Ning is much more than just another sportswear company - it's a symbol of the eternal Chinese spirit that won't be denied or limited by anything.Defying odds, breaking limits, achieving victory against all expectations - that's the Li-Ning way. And that uplifting, underdog-achieves-glory story is why this quintessentially Chinese brand will always be my absolute favorite.篇3My Favorite Brand: Li NingIf you asked me a few years ago what my favorite brand was, I probably would have said Nike or Adidas without giving it much thought. Like most kids my age, I was heavily influenced by the brands that all the cool athletes and celebrities were endorsing. However, as I've gotten older and more aware of the world around me, my views have shifted. While I still respect global sportswear giants, my personal favorite brand is now Li Ning – a Chinese company with a powerful story behind it.For those unfamiliar, Li Ning is a sportswear and equipment brand founded in 1990 by the iconic Chinese gymnast of thesame name. Li Ning the person is a national hero in China, winning 3 gold medals, 2 silvers, and 1 bronze across multiple Olympic games in the 1980s. With his athletic brilliance and marketability, it's no surprise that many Western brands like Nike approached him about an endorsement deal after he retired from competition.However, Li Ning had a bigger vision for himself and his country. Inspired by a desire to build a brand that could represent modern China on the global stage, he turned down the lucrative Western offers and started his own company. The brand's iconic logo of a running red figure against a white backdrop is now recognized worldwide as a symbol of the "Burning Desire to Win" that drove its founder.On a personal level, I gravitate towards Li Ning because the company's narrative resonates deeply with me as a patriotic Chinese student. Watching China's economic and cultural growth over the past few decades has been incredibly inspiring. Li Ning as a brand represents the ambition, determination and self-belief that catalyzed this renaissance. When I slip on a pair of Li Ning basketball shoes or workout in their athletic apparel, I feel a sense of pride for my nation's progress.More than just empty symbolism though, I genuinely believe Li Ning makes exceptional quality products, especially for value. Their R&D team incorporates cutting-edge sports science and innovative materials into every line. The professional athletes they sponsor like Dwyane Wade and CBA stars give regular feedback to continuously improve designs. You're getting gear created by winners for winners.At the same time, Li Ning items are generally more affordable than top Western brands while still maintaining high quality standards. As a student on a budget, this cost efficiency is hugely appealing to me. I can look fresh and perform at my best without breaking the bank.Speaking of performance, that's ultimately what matters most in sports. Here Li Ning has proven itself time and time again. Whether it's the Chinese national basketball team's FIBA Asia Cup victories or the elite running times clocked by LiNing-sponsored marathon racers, their gear gets real-world results. I've experienced this firsthand through the Beijing university intramural league I play basketball in. Rocking the Li Ning "Yun" line of shoes with its composite fiber woven uppers, I've had games scoring 20+ points thanks to the traction and support.Beyond the on-court or field factors, I truly respect how Li Ning as a company has strengthened its ties with the Chinese community over the years. They were front-and-center providing relief supplies during crisis moments like the 2008 Sichuan earthquake and more recently the Covid-19 pandemic. The brand also makes an effort to manufacture as much as possible in China to provide jobs and give back economically. These types of stakeholder-friendly policies aren't just good PR – they're the right thing to do.Additionally, Li Ning has made major strides in sustainability and reducing its environmental footprint. The company was one of the first Chinese brands to release a sustainability report analyzing its impact. Since then, it has rolled out eco-friendly initiatives like increasing the use of recycled polyester and natural materials, as well as programs to collect Used shoes and clothing for repurposing. Its parent company, Li Ning Group, received an A rating from the MSCI environmental index. Respect!I could keep going about all the positive attributes of Li Ning, but I think you get the overall point – it's a world-class brand with an inspiring backstory that I'm proud to support as a Chinese millennial. Sports are a huge part of my life, and LiNing's gear allows me to perform at my best while repping my roots. Looking ahead, I have no doubt the company will continue innovating high-quality athletic wear and equipment, all while spreading a positive message."The Burning Desire to Win" is more than just Li Ning's slogan – it's engrained in every Chinese person's mentality. We want to win honorably on the world's biggest stages, and Li Ning is helping pave that path forward. So yeah, when it comes to my personal brand preferences, Li Ning is my top pick hands down. I'll keep rocking the red and white proudly as our nation continues its journey toward greatness.。

国产运动品牌的营销策略研究——以李宁为例【摘要】李宁公司，是我国著名体操运动员李宁创立的运动用品公司，从1990年成立至今，经历过机遇和危机。

近几年通过品牌重塑已逐步回到发展的正轨上，是我国著名的运动用品公司。

本文通过对李宁公司的发展概况、营销策略和营销特点等进行调查研究，了解李宁公司通过策略的调整，利用电商渠道的发展以及采用中国元素在时装周上大展国潮风采等营销策略重塑品牌，再次在国内运动用品市场站稳脚跟。

但在这个竞争激烈的运动市场，面对国内外其他实力强劲的运动品牌对手，李宁公司的发展仍然面临着很大的挑战。

本文通过对李宁公司的营销策略进行研究，发现其不足的地方，并相应地提出切实可行的建议，有助于提高其产品和服务质量，同时也为我国国产运动品牌行业提供参考典范。

【关键词】国产运动品牌；李宁；营销策略Research on Marketing Strategy of Domestic Sports Brands—— Based on Li Ning[Abstract] Li Ning Company is a sporting goods company founded by China's famous gymnast Li Ning. Since its establishment in 1990, it has experienced opportunities and crises. In recent years, it has gradually returned to the right track of development through rebranding and is a well-known sporting goods company in China.This article investigates and researches the development profile, marketing strategy and marketing characteristics of Li Ning Company, then understands that Li Ning Company's marketing strategies such as the adjustment of strategies, the use of e-commerce channels and Chinese elements to showcase China's fashion at Fashion Week Brand building, once again gaining a foothold in the domestic sports market.But in this fiercely competitive sports market, facing the strong competitors of sports brands at home and abroad, the development of Li Ning still faces great challenges. Through the research of Li Ning's marketing strategy, this article finds its shortcomings and puts forward practical suggestions accordingly, which helps to improve the quality of its products and services, and also provides a reference model for China's domestic sports industry.[Keywords]Domestic Sports Brands Li Ning Marketing Strategy目录1前言 (1)1.1研究背景 (1)1.2研究目的 (1)1.3研究意义 (1)1.4研究方法 (2)2 李宁公司的概况 (2)2.1李宁公司的基本情况 (3)2.2李宁公司的发展历程 (3)2.3李宁公司的营销特点 (4)2.4李宁公司的市场现状 (5)3李宁公司的营销环境分析 (7)3.1宏观环境分析（PEST分析） (7)3.2微观环境分析（SWOT分析） (8)4李宁公司的品牌营销策略及分析 (10)4.1产品策略 (10)4.2价格策略 (10)4.3渠道策略 (11)4.4促销策略 (12)5对李宁公司营销策略的建议 (14)5.1加强产品定位 (14)5.2加大产品研发力度 (14)5.3提升品牌的认知度 (15)5.4拓宽营销手段 (15)5.5选择合适的流量 (16)5.6加强品牌文化的建设 (16)6结论 (17)注释 (17)参考文献 (18)致谢 (19)1前言1.1研究背景自上世纪九十年代以来，国产运动品牌开始一个一个建立起来，经过这些年的发展以及体育赛事等推动，我国运动用品行业在不断地发展壮大。

Marketing researchMarketing research is "the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications."It is the systematic gathering, recording, and analysis of qualitative andquantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.Marketing research is often partitioned into two sets of categorical pairs, either by target market:∙Consumer marketing research, and∙Business-to-business (B2B) marketing researchOr, alternatively, by methodological approach:∙Qualitative marketing research, and∙Quantitative marketing researchConsumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors ofconsumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunitiesin marketing.The task of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and theever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.Traditionally, marketing researchers were responsible for providing therelevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints.[5] Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors)are enumerated. Then, relevant information on the alternatives and possible outcomesis collected. The next step is to identify and select the best alternative based on chosen criteria or measures of success. Then a detailed plan to develop and implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated.First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Experts in marketing research have shown that studies featuring multiple and often competing hypotheses yield more meaningful results than those featuring only one dominant hypothesis.Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of theresearcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The objective nature of marketing research underscores the importance of ethical considerations. Also, researchers should always be objective with regard to the selection of information to be featured in reference texts because such literature should offer a comprehensive view on marketing. Research has shown, however, that many marketing textbooks do not feature important principles in marketing research.International Marketing Research follows the same path as domestic research, but there are a few more problems that may arise. Customers in international markets may have very different customs, cultures, and expectations from the same company. In this case, Marketing Research relies more on primary data rather than secondary information. Gathering the primary data can be hindered by language, literacy and access to technology. Basic Cultural and Market intelligence information will be needed to maximize the research effectiveness. Some of the steps that would help overcoming barriers include; 1. Collect secondary information on the country under study from reliable international source e.g. WHO 2. Collect secondary information on the product/service under study from available sources 3. Collect secondary information on product manufacturers and service providers under study in relevant country 4. Collect secondary information on culture and common business practices 5. Ask questions to get better understanding of reasons behind any recommendations for a specific methodology。

My Favorite Chinese Trendy BrandIn the vast sea of fashion, there is a special place reserved for Chinese trendy brands. These brands, often referred to as "Guochao" in Chinese, are a testament to the unique blend of traditional and modern elements that captivate the hearts of many. Among the countless Guochao brands, there is one that particularly stands out to me—Li-Ning.Li-Ning, a sports brand named after the renowned Chinese gymnast Li Ning, has long been a symbol of national pride and innovation in the realm of sportswear. Its journey from a humble beginning to becoming a global phenomenon is nothing short of remarkable. What sets Li-Ning apart is its ability to fuse traditional Chinese elements with contemporary design, creating a line of products that are both stylish and functional.The brand's designs often incorporate traditional Chinese patterns and motifs, such as cloud patterns and dragon embroideries, giving a nod to the rich cultural heritage of the country. At the same time, Li-Ning remains committed to innovation and technology, incorporatingadvanced materials and techniques into its products to ensure optimal performance.One of the things that I admire most about Li-Ning is its commitment to sustainability. The brand is constantly exploring ways to reduce its environmental impact, from using eco-friendly materials to implementing sustainable manufacturing processes. This dedication to sustainability not only aligns with my personal values but also demonstrates the brand's responsibility towards the planet. Moreover, Li-Ning's marketing strategies are also worth mentioning. The brand has successfully tapped into the emotional connection that many Chinese consumers have with their cultural heritage, making it a popular choice among the younger generation. Through collaborations with influencers and celebrities, as well as innovative campaigns, Li-Ning has managed to stay relevant and trendy in the fast-paced world of fashion.As a consumer, I am constantly impressed by the quality and design of Li-Ning's products. Whether it's a pair of sneakers or a sports jacket, each piece is a testament to the brand's commitment to excellence. The attention todetail and the use of high-quality materials make Li-Ning products not only durable but also fashionable.In conclusion, Li-Ning is my favorite Chinese trendy brand for its unique blend of traditional and modern elements, commitment to sustainability, and dedication to innovation and quality. The brand's ability to strike a balance between honoring its cultural heritage and staying relevant in the modern fashion landscape is truly commendable. As Li-Ning continues to grow and evolve, I am confident that it will continue to inspire and captivate the hearts of many.**我喜欢的国潮品牌**在时尚的海洋中，中国潮流品牌占据着一席之地。

营销策略研究英文版《The Study of Marketing Strategies》Marketing strategies play a crucial role in the success of a business. With the increasing competition in the market, it has become essential for businesses to come up with effective and innovative strategies to attract and retain customers. The study of marketing strategies aims to analyze and understand the various approaches that businesses use to promote their products and services.One of the key aspects of marketing strategy research is consumer behavior. Understanding the needs, preferences, and purchasing patterns of the target audience is critical in devising a successful marketing plan. This involves conducting surveys, focus groups, and analysis of consumer data to gain insights into what drives their decision-making process.Another important area of study in marketing strategies is competitor analysis. Businesses need to be aware of their competitors' tactics, strengths, and weaknesses to position themselves effectively in the market. This involves studying their product offerings, pricing strategies, promotional activities, and distribution channels to identify opportunities and threats. Furthermore, the study of marketing strategies also encompasses the exploration of various promotional channels and tactics. This includes traditional marketing methods such as advertising, direct mail, and public relations, as well as newer digital marketing strategies like social media, content marketing, and influencer partnerships. Understanding the effectiveness of differentpromotional channels and how to integrate them into a cohesive marketing plan is essential for reaching and engaging with the target audience.Additionally, the study of marketing strategies also delves into the concept of branding and positioning. This involves creating a unique and compelling brand identity that resonates with the target audience and differentiates the business from its competitors. It also involves identifying the most effective ways to position the brand in the minds of consumers, based on its unique value proposition and target market.In conclusion, the study of marketing strategies is crucial for businesses to stay competitive and achieve their objectives. By understanding consumer behavior, analyzing competitors, exploring promotional tactics, and crafting a strong brand identity, businesses can develop effective marketing strategies that drive success in the marketplace. This research is an ongoing process, as the market environment and consumer preferences are constantly evolving, making it essential for businesses to continuously monitor and adjust their strategies to stay ahead of the competition.。

Over the past two decades, the Chinese economy develops at a top speed. According the latest data from the World Bank, China’s average GDP, whose rate of increase approaches ninety-seven times based on newest exchange rate, has grown to 6100 dollars in 2012 from 381 dollars in 1978. What the sports events hold, such as the Beijing 2008 Olympic Game and the 2010 Asian Games in Guangzhou make contribution to the consciousness of national fitness development. With the improvement of living standards and incomes, people spend more on sports goods. So the rapid rise of piles of sports goods companies fit nicely with the above background. While the Beijing Olympic Game has provided a historic opportunity for China's sports goods enterprises enhancing brand value and expansion, none of us can predict the outcome under the prosperous situation. As the sports goods firms reported earnings in the first half of 2013, a crisis in the industry shows up. The evident from financial statements demonstrate that the industry’s turnovers and profits have declined quickly. The Peak Company, the industry worst hit by the crisis, saw the largest fall, with turnovers down 37.5% and profits down 60.1% in the first half of the year. Similarly, as the top-ranked sportswear manufacturing company in china, Li-Ning Co. suffers most tremendous loss, whose operating incomes have declined 24.5% and it have lost nearly 1.979 billion dollars. Then, in an instant, the whole industry is standing on the cusp. What’s worse, at the same time it comes with negative news continually. The industry and the media start to make a profound reflection and recognition about the development patterns of sports goods industry. However, whether rethinking can lead to reform, is, as yet, an unanswered question.In this paper I choose Li-Ning Company as object of study. According to the current problems of Li-Ning Company, especially slow response to customs’terminal appeal, over-dependence on distribution system and distributor, decline of product line and excessive expansion of human cost, I do the research on the basis of comprehensive analysis of Chinese sports goods market and the Li-Ning Company’s marketing strategy mode. By concluding the theories of marketing and market innovation, the paper also combines with correlation theory such as 4P theory and STP theory to analysis outstanding and urgent problems.。

* Li-Ning was launched in Sanshui, Guangdong in 1990. We have worked closely with China’s Olympic Committee since our earliest days. Committed to using our career in sporting goods to advance Chinese athletics, we have thrown our enthusiastic support behind a wide variety of athletic competitions. By 1995, Li-Ning had emerged as a frontrunner in China’s sporting goods industry. In 2005, with Li-Ning still in the lead and sales hitting record highs, we set our sights on becoming a top international brand name.The professionalism of our products is what makes us competitive in the sporting goods industry. At Li-Ning, we view product development as a never-ending competition which demands that we constantly break our old records. Back in 1998, Li-Ning became China’s first domestic company to create a design and development center for apparel and footwear. This made Li-Ning the premier Chinese sportswear label. In 2004 we partnered with the Department of Sports Science and Physical Education at the Chinese University of Hong Kong, applying biomechanical testing to measure the mechanical properties of Li-Ning athletic shoes. We also created a foot profile database of professional athletes, collecting and analyzing data on the unique demands of professional sports in order to create a more specialized and comfortable product. Over our fifteen-year journey, we have expanded what began as a single sportswear line into an equally competitive lineup of athletic apparel, footwear and equipment. Li-Ning is committed to taking its place among the global brand giants. Before long, we expect to be supplying professional products for athletes and amateurs alike, all over the world. This dedication has allowed us to create the nation’s largest sporting goods distribution network. Our international network is also expanding, and we currently have locations in 23 nations and regions.Behind every winning team is a tried-and-true management style, and Li-Ning is no exception to this rule. Through a combination of exploration and hands-on experience, Li-Ning has developed its own distinctive strategy program and management system. This keeps us running smoothly, and allows us to make quick decisions when it comes to implementing strategies. Li-Ning is currently in the process of creating a nationwide ERP-based information system integrating resources such as product design, supply chains, channels and retail sales. By developing an electronic approach to business, we improve both the efficiency of our operations and the image of our brand. From day one, it has been Li-Ning’s objective to “promote Chinese athletics and let sports make a difference in our lives.” Li-Ning has spared no effort to fulfill this mission. Beginning with our support for the Chinese team at the Beijing Asian Games in 1990, Li-Ning has contributed extensively to Chinese athletics and created countless professional opportunities.In our unique corporate culture, each division of Li-Ning works closely with the others to keep us moving forward. This means that all suppliers, vendors and service providers become our partners and that all employees are working toward the same goals. At Li-Ning, we believe there is no limit to human potential. Sports increase our self-confidence. They give us the courage to perform, to tap our hidden potential, to surpass ourselves. This is our vision for the Li-Ning brand, and we have never swerved from our commitment to put it into practice. In 1990, we became the firstChinese sportswear company to sponsor China’s team at the Asian Games. In 1992, we supplied medal ceremony attire for the Chinese Olympic team, becoming the first Chinese sportswear maker to serve as an Olympic sponsor. In 1993, we established a pioneering nationwide franchise system. In 1998, we built China’s first sportswear design and development center in Foshan, Guangdong. In 1999, we partnered with SAP to set up AFS sportswear industry solutions, becoming China’s first sporting goods maker to implement ERP. In 2004, Li-Ning was listed on the main board of the Hong Kong exchange, becoming China's first sportswear maker to be listed overseas. In 2005, we became an official partner of the NBA. In 2006, we became the ATP’s official Chinese marketing partner.Today, Li-Ning is more than just a pioneer in sporting goods; it is also an advocate for healthy living. Supported by our solid track record, we are ready to seize this historic opportunity, to meet the challenges of a global market head-on, and to fulfill the Li-Ning mission: Inspiring and empowering through sports.1990年，李宁有限公司在广东三水起步。

李宁的调研报告英文Research Report on Li NingExecutive Summary:This research report aims to analyze Li Ning, a leading Chinese sportswear company. This report examines the background and history of the company, its market position, competitive landscape, and future prospects. The report concludes with key recommendations for Li Ning to maintain its market leadership and achieve sustainable growth.1. Introduction:Li Ning is a Chinese sportswear company founded by the famous gymnast, Li Ning, in 1990. The company initially started as a small local brand but has since grown into one of the largest sportswear companies in China.2. Background and History:Li Ning was established with the vision to promote a healthy lifestyle and sports culture in China. The company gained recognition during the 1992 Barcelona Olympics when Li Ning, the founder, won three gold medals. This catapulted the brand's popularity, and Li Ning capitalized on it to expand its product offerings and grow its customer base.3. Market Position:Li Ning holds a significant market share in China's sportswear industry and has established itself as one of the "big three" alongside international sportswear giants Nike and Adidas. The company offers a wide range of products, including footwear,apparel, and accessories, catering to various sports and fitness activities.4. Competitive Landscape:The sportswear market in China is highly competitive, with both domestic and international players vying for market share. Li Ning faces intense competition from Nike and Adidas, which have a strong brand image and extensive marketing resources. However, Li Ning utilizes its understanding of the Chinese market and its localization strategies to maintain a competitive edge.5. Growth Potential:Despite fierce competition, Li Ning has significant growth opportunities in the Chinese sportswear market. The rising health and fitness awareness among Chinese consumers, along with the government's support for sports development, open doors for market expansion. Additionally, the company can leverage e-commerce and digital platforms to reach a wider customer base. 6. Key Challenges:Li Ning faces challenges such as counterfeit products, which can negatively impact its brand image and consumer trust. Moreover, international brands have a stronghold in the premium sportswear segment, posing a threat to Li Ning's expansion plans.7. Recommendations:To maintain its market leadership and achieve sustainable growth, Li Ning should consider the following recommendations:- Strengthen Brand Protection: Li Ning should enhance its effortsto combat counterfeit products by employing robust brand protection strategies.- Innovate and Diversify: The company should focus on product innovation and diversification to stay ahead of the competition. Collaborating with designers and athletes could bring unique and attractive offerings to the market.- Embrace E-commerce: Li Ning should continue to invest in e-commerce platforms to tap into the growing online sportswear market in China. This includes leveraging social media and influencer marketing to reach and engage with a digitally-savvy audience.- Focus on International Expansion: While Li Ning already has a presence in international markets, it should explore further expansion opportunities, especially in markets where it has a competitive advantage or perceived brand value.- Enhance Sustainability Efforts: With increasing consumer demand for sustainable products, Li Ning should prioritize sustainability initiatives, including eco-friendly materials, ethical sourcing, and manufacturing practices.Conclusion:Li Ning's strong market position, competitive strategies, and growth potential make it a key player in China's sportswear industry. By implementing the recommended strategies, the company can overcome challenges and maintain its position as a leading sportswear brand, both domestically and internationally.。

英语作文-销售中的市场调研与分析Market Research and Analysis in Sales。

In the competitive business world, market research and analysis play a crucial role in sales. It helps businesses understand their target market, identify customer needs, and develop effective strategies to meet those needs. This article will discuss the importance of market research and analysis in sales and provide some practical tips for conducting successful research.Market research is the process of gathering information about customers, competitors, and the overall market environment. It involves collecting and analyzing data to gain insights into consumer behavior, market trends, and competitor strategies. By conducting market research, businesses can make informed decisions and tailor their sales efforts to meet customer demands.One of the key benefits of market research is that it helps businesses identify their target market. By understanding who their customers are, businesses can develop targeted marketing campaigns and sales strategies. For example, a company selling luxury goods would focus on affluent customers, while a budget airline would target price-sensitive travelers. Market research helps businesses segment their market and identify the most profitable customer segments.Furthermore, market research helps businesses identify customer needs and preferences. By conducting surveys, focus groups, or interviews, businesses can gather feedback from customers and understand their expectations. This information can be used to develop products and services that meet customer demands. For example, a smartphone manufacturer may conduct market research to understand what features customers value the most, such as camera quality or battery life.Market research also helps businesses stay ahead of the competition. By monitoring competitor strategies and market trends, businesses can identify opportunities and threats. For example, a company may discover that a competitor is launching a new product orentering a new market. This information can be used to adjust sales strategies and stay competitive.Now that we understand the importance of market research, let's discuss some practical tips for conducting successful research.Firstly, it is important to define clear research objectives. What information do you want to gather? What are your research questions? By clearly defining your objectives, you can focus your research efforts and ensure that you collect relevant data.Secondly, choose the right research methods. There are various research methods available, such as surveys, interviews, observations, and data analysis. Each method has its own strengths and limitations, so it is important to choose the most appropriate method for your research objectives.Thirdly, collect data from multiple sources. By gathering data from various sources, such as customer surveys, industry reports, and competitor analysis, you can get a comprehensive view of the market. This will help you make more accurate and informed decisions.Next, analyze the data effectively. Data analysis involves organizing, interpreting, and drawing conclusions from the collected data. Use statistical tools and techniques to identify patterns, trends, and correlations. This analysis will provide valuable insights that can guide your sales strategies.Finally, regularly review and update your research. Market conditions and customer preferences can change rapidly, so it is important to regularly review and update your research findings. This will ensure that your sales strategies remain relevant and effective.In conclusion, market research and analysis are essential in sales. It helps businesses understand their target market, identify customer needs, and develop effective strategies. By conducting thorough research and analyzing the data, businesses can gain a competitive edge and achieve sales success. Remember to define clear objectives, choose the right research methods, collect data from multiple sources, analyze effectively, and regularly review and update your research.。

中国知名体育运动品牌国际化战略研究学位类型：同等学力论文作者：黄梅芳培养学院：国际经济贸易学院专业名称：国际贸易学指导教师：包歌副教授2018年2月Research on the internationalization strategy of Chinese famous sportsgoods brands摘要中国体育用品品牌虽历经十余年海外发展，但绝大部分仍处于国际化拓展阶段，尚未能进入全面国际化经营阶段，如何提升国际化经营程度和国际市场竞争力是亟待解决的问题。

本文以品牌国际化程度评价理论作为指导，构建蛛网模型分析框架分析中国体育用品品牌的国际化程度。

选取安踏、李宁、匹克、鸿星尔克4个典型的中国知名体育用品牌，通过蛛网模型法从国际销售渠道、国际形象、销售规模、国际组织架构、国际化实施期间、国际人才战略、品牌价值及品牌输出八个方面指标进行量化分析，将指标构建在一个多维坐标系形成蛛网模型。

通过蛛网模型分析、研究国际化程度，进而发现我国体育用品品牌国际化在产品能力、品牌定位、营销策略、国际人才等方面存在的问题。

最后，根据存在的问题，提出通过产品策略提升竞争力、商标策略促进品牌落实、渠道策略开拓市场、文化策略丰富内涵、广告策略提升形象的国际化实施策略，以期为我国体育用品品牌的国际化提供战略指导。

关键词：体育用品，品牌国际化，国际化战略AbstractAlthough Chinese sporting goods brands have developed the abroad market for more than ten years,most of them are still in the stage of international expansion, have not yet been able to reach the stage of comprehensive international operation. How to improve the level of international operation and improve the competitiveness in the international market is an urgent problem need to be solved.Based on the evaluation theory of the brand internationalization,this paper constructs a cobweb model analysis framework to analyze the internationalization of Chinese sporting goods brands.This paper chooses four Chinese typical sports brands,including Anta,Li Ning,Peak and Erke,and analyzes from eight indictors through the cobweb model from the aspects of international sales channel, international image,sales scale,international organization structure, internationalization implementation,the international talent strategy,brand value and output.These indictors analyze on the multi-dimensional coordinate system.Through the analysis of the cobweb model and the study of the degree of internationalization,it finds out the Chinese sports brands have some problems in the product capabilities, brand positioning,the marketing strategies,and international talents etc..Finally,according the existing problems,the paper proposes to make use of the products strategy to enhance the competitiveness,trademark strategy to promote the brand internationalization,channel strategy to develop the markets,cultural strategy to rich the brand connotation,advertising strategy to improve the brand international image.And provide strategic guidance for Chinese sports brands internationalization.Key words:sports goods,brand internationalization,internationalization strategy目录第1章绪论 (1)1.1研究背景、目的、意义 (1)1.1.1研究背景 (1)1.1.2研究目的及意义 (2)1.2相关理论及文献综述 (2)1.2.1国外对国际化评价的理论研究 (2)1.2.2国内对国际化评价的理论研究 (3)1.2.3国内对体育用品品牌国际化的研究 (5)1.3研究模型与方法 (5)1.3.1模型选择与样本选择 (6)1.3.2文献资料收集方法 (6)1.3.3数据统计方法 (6)1.3.4逻辑分析方法 (7)第2章体育运动品牌国际化方式与现状分析 (7)2.1品牌国际化的目标市场选择 (7)2.1.1目标国际市场选择的决策因素 (7)2.1.2目标市场选择的顺序模式 (8)2.2国际市场的进入方式与海外机构的设立 (9)2.2.1国际市场的进入方式 (9)2.2.2国际市场海外机构的设立 (10)2.3全球体育运动品牌国际化现状分析 (11)2.3.1全球体育运动品牌发展现状 (11)2.3.2全球体育运动品牌重大并购案例分析 (11)2.4中国体育运动品牌国际化现状 (12)2.4.1中国体育运动品牌发展现状 (12)2.4.2中国体育运动品牌进出口现状 (13)第3章中国体育运动品牌国际化评价蛛网模型构建 (14)3.1我国体育用品企业品牌国际化蛛网模型 (14)3.2品牌国际化评价的八大指标及评分标准 (15)3.3品牌国际化评价的综合分值 (17)第4章典型样本品牌国际化蛛网模型评价 (18)4.1典型样本品牌概况 (18)4.1.1典型样本品牌概况 (18)4.1.2样本品牌的国际化市场选择 (20)4.1.3样本品牌的国际化并购 (21)4.2安踏品牌国际化分析 (21)4.2.1安踏品牌国际化概况 (21)4.2.2安踏品牌国际化指标分析 (22)4.2.3安踏品牌国际化蛛网模型 (23)4.3李宁品牌国际化现状分析 (24)4.3.1李宁品牌国际化概况 (24)4.3.2李宁品牌国际化指标分析 (24)4.3.3李宁品牌国际化蛛网模型 (26)4.4匹克品牌国际化分析 (27)4.4.1匹克品牌国际化概况 (27)4.4.2匹克品牌国际化指标分析 (28)4.4.3匹克品牌国际化蛛网模型 (29)4.5鸿星尔克品牌国际化分析 (30)4.5.1鸿星尔克品牌国际化概况 (30)4.5.2鸿星尔克品牌国际化指标分析 (30)4.5.3鸿星尔克官品牌国际化蛛网模型 (32)4.6我国体育用品品牌国际化小结 (33)第5章中国体育用品品牌国际化存在的问题 (33)5.1产品能力不足 (33)5.1.1缺乏主打产品 (33)5.1.2自主创新能力低 (34)5.2品牌定位不够明确 (34)5.2.1市场定位的不明确 (34)5.2.2品牌定位不精准且变换频繁 (34)5.3品牌营销策略存在的问题 (35)5.3.1销售渠道存在的问题 (35)5.3.2赞助赛事存在的问题 (35)5.4对国际人才的运用缺乏 (35)第6章中国体育运动品牌国际化策略 (35)6.1应用产品策略改善企业国际竞争力 (36)6.1.1产品科技国际化 (36)6.1.2产品设计的国际化 (36)6.1.3产品市场定位的国际化 (36)6.2应用商标策略促进品牌国际化落实 (37)6.2.1商标的国际化 (37)6.2.2标识抽象及简单化 (37)6.2.3品牌标识国际市场通行性 (37)6.2.4商标海外国家注册 (38)6.3应用渠道策略开拓国际市场 (38)6.3.1特许经营方式 (39)6.3.2国外销售代理方式 (39)6.3.3自创品牌直营店 (39)6.3.4海外品牌收购拓展海外渠道 (40)6.4应用广告策略提升品牌的国际影响力 (40)6.4.1参加海外产品展会和海外时装展 (41)6.4.2赞助国际赛事 (41)6.4.3海外上市 (42)6.5应用文化策略丰富品牌内涵 (42)6.5.1融文化于生活的国际化方式 (42)6.5.2融文化于产品风格的国际化方式 (43)6.6品牌国际化的战略实行 (43)6.6.1国际化战略实行的全局性 (43)6.6.2品牌国际化战略不同阶段实行的侧重点 (43)参考文献 (45)附录 (46)致谢 (52)个人简历在读期间发表的学术论文与研究成果 (52)第1章绪论1.1研究背景、目的、意义1.1.1研究背景伴随着中国经济告诉发展，我国体育用品销售在近十年期间也持续增长。

外语系英语11-031李宁有限公司为中国领先的体育品牌企业之一，主要以李宁品牌提供专业及休闲运动鞋、服装、器材和配件产品。

本集团拥有品牌营销、研发、设计、制造、经销及零售能力，总部位于北京，主要采用外包生产和特许分销商模式，已于中国建立庞大的供应链管理体系以及分销和零售网络。

除自有核心李宁品牌，本集团亦通过自营、授权或成立合资公司等方式生产、开发、推广、分销及╱或销售其他品牌运动用品，包括红双喜（乒乓球）、艾高（户外运动用品）以及乐途（运动时尚产品）。

Li Ning Company Limited is one of the leading sports brand companies in China, mainly providing sporting goods including footwear, apparel, equipment and accessories for professional and leisure purposes primarily under the LI-NING brand. Headquartered in Beijing, the Group has brand marketing, research and development, design, manufacturing, distribution and retail capabilities. It has established an extensive supply chain management system and a retail distribution network in China, predominantly through outsourced manufacturing operations and franchised distribution.In addition to its core LI-NING brand, the Group also manufactures, develops, markets, distributes and/or sells sports products under several other brands, including Double Happiness (table tennis), AIGLE (outdoor sports) and Lotto (sports fashion) which are either self-owned by, licensed to or operated through joint ventures.2公司介绍华为是全球领先的信息与通信解决方案供应商。

摘要在传统以扩张分销渠道方式为主的品牌批发模式下，公司注重产品的设计生产和市场推广，并不关心销售渠道的效率和店铺零售的产品库存量，也不会直接关注市场消费者需求导向。

最终行业规模不断扩大，市场需求发生变化导致库存积压时，安踏体育和它的主要竞争对手李宁都遇到了麻烦，这就迫使安踏和李宁公司采取战略调整以应对库存危机。

文章运用案例分析法、比较分析法等研究方法，对库存危机后安踏体育和李宁公司的竞争战略变化，以及战略调整过程中和调整后的盈利能力对比进行了分析，为我国国内体育用品公司的发展提供参考。

关键词：安踏体育李宁公司渠道优化竞争战略盈利能力AbstractIn the traditional brand wholesale mode that focuses on the expansion of distribution channels, the company takes care of the design, production and marketing of products, does not care about the efficiency of sales channels and the product inventory of retail stores, and does not directly pay attention to the demand orientation of market consumers.Both ANTA and LI NING, its main rival, ran into trouble when the industry eventually grew in size and inventory piled up as demand changed, forcing the two companies to adjust their strategies to deal with the inventory crisis.This paper analyzes the competitive strategy changes between ANTA sports and LI NING after the inventory crisis, as well as the comparison between the strategy adjustment process and the adjusted profitability by using case analysis method, comparative analysis method and other research methods, so as to provide reference for the development of domestic sporting goods companies in China.Keywords: ANTA sports;LI NING company; channel optimization; competitive strategy; profitability一、竞争战略和盈利能力相关理论1.1竞争战略基本理论竞争战略是迈克尔·波特（Michael Porter）在20世纪80年代初提出的，是战略管理理论方面的主流思想。

吉林农业科技学院No.:00000000000006379学士学位论文论文题目：年级专业：学生姓名：学号：指导教师：评阅教师：完成日期：吉林农业科技学院李宁公司品牌营销策略分析学生:专业:指导教师:摘要李宁体育用品公司成立于1990年。

通过近三十年的发展，现已逐渐成为我国乃至世界领先体育品牌公司的代表。

在此期间李宁公司采取了多品牌共同发展的企业发展战略，除了自己的主打王牌李宁品牌以外，还掌握了心动、艾高、乐途等品牌。

但在2012年的8月23日这一天，李宁公司发生了史无前例的大危机。

原因是公司库存过高，销售业绩惨淡，大量门店被迫关闭。

甚至连创办人李宁先生亲自出马应对都未能扭转局面，不止上半年纯利润大幅下降百分之八十五，企业的营销状况更是进一步恶化。

李宁公司当即表示，为了挽救公司周转资金和终端零售损失，企业减少经销商代理和回购库存，并且增加工厂实体店和大幅折扣商店。

关键词: 李宁公司；营销策略；企业发展Li Ning Co brand marketing strategy analysisName:Major:Tutor:AbstractLining sporting goods Co., Ltd. was founded in 1990. Through nearly thirty years of development, has now become China and even the world's leading sports Brand Company representatives. During this period the Li Ning Co to take the enterprise development strategy of multi brand development, in addition to their flagship ace Lining brand, also with the heart, Ai Gao, Lotour brand etc.. But on the day of 2012 in August 23rd, the Li Ning Co had an unprecedented crisis. The reason is the company inventory is too high, poor sales performance, a large number of stores were forced to close. Even the founder Mr. Lining personally to have failed to reverse the situation, more than half of the net profit dropped eighty-five percent, marketing situation was even worse. Li Ning Co said in a timely manner, in order to save the company's working capital and terminal retail losses, companies to reduce dealer agents and buy back inventory, and increase the factory store and a substantial discount store.Key words: Li Ning Co; marketing strategy; enterprise development目录摘要.............................................................................................................................. Abstract . (I)1 引言.......................................................................................................................... - 0 -1.1 研究背景及意义............................................................................................. - 0 -1.1.1 研究背景.............................................................................................. - 0 -1.1.2 研究意义.............................................................................................. - 0 -1.2 研究方法......................................................................................................... - 1 -1.3 研究的创新点................................................................................................. - 1 -1.4 研究框架......................................................................................................... - 1 -2 李宁品牌的营销现状................................................................................................ - 2 -2.1“一切皆有可能”品牌宣言的价值观体现................................................... - 2 -2.2专业化定位...................................................................................................... - 2 -2.3国际化步伐坚定.............................................................................................. - 2 -2.4品牌定位较准确.............................................................................................. - 3 -3 国际品牌的优势........................................................................................................ -4 -3.1品牌的扩散持续效应...................................................................................... - 4 -3.2品牌形象的烈火燎原效应.............................................................................. - 4 -3.3品牌的市场控制效应...................................................................................... - 5 -4 对于李宁品牌战略营销的分析建议........................................................................ - 6 -4.1李宁品牌的产品策略...................................................................................... - 6 -4.2李宁品牌的价格策略...................................................................................... - 7 -4.3李宁品牌推广策略.......................................................................................... - 8 -结论........................................................................................................................ - 9 -参考文献...................................................................................................................... - 10 -致谢...................................................................................................................... - 11 -1 引言1.1 研究背景及意义1.1.1 研究背景李宁先生，我国顶尖的体操运动员，当年享有体操王子美誉，退役于汉城奥运会，随后在1990年创办了李宁体育用品公司。

营销研究英文作文英文：Marketing research is a crucial aspect of any business strategy. It helps companies to understand their customers' needs and preferences, as well as identify potential opportunities and threats in the market. In my experience, there are two main types of marketing research:quantitative and qualitative.Quantitative research involves gathering numerical data through surveys, questionnaires, and other statistical methods. This type of research is useful for analyzing large data sets and identifying trends and patterns. For example, a company may conduct a survey to determine how many people are aware of their brand and how many have purchased their products.Qualitative research, on the other hand, involves gathering non-numerical data through methods such as focusgroups, interviews, and observation. This type of researchis useful for gaining a deeper understanding of customers' attitudes, beliefs, and behaviors. For example, a company may conduct a focus group to learn why customers prefertheir competitors' products over their own.Both types of research have their strengths and weaknesses, and it's important to choose the right approach depending on the research question and the resources available. In general, quantitative research is more objective and reliable, while qualitative research is more subjective and exploratory.中文：营销研究是任何企业战略的关键方面。