李宁运动服饰发展现状与营销策略研究分析————市场营销专业本科毕业论文.doc

安徽理工大学毕业论文 PAGE \* MERGEFORMAT II 本科毕业论文 李宁运动服饰发展现状及营销策略分析研究 THE DEVELOPMENT STATUS AND ANALYSIS OF THE LINING SPORTS APPAREL AND MARKETING STRATEEGY 学院（部）： 经济管理学院 专业班级： 营销 09-4 学生姓名： 张浩 指导教师： 丁微老师 2013 年 6 月 13 日 李宁运动服饰发展现状及营销策略分析研究 摘要 李宁服饰通过20多年的发展他打破了国外运动服饰品牌独占国内市场的局面，同时也成为国内运动服饰的龙头老大，并且成功借助08年奥运会的东风，其品牌影响力迅速提升，李宁的发展是一条艰辛之路，其发展之路是中国民族运动品牌的折射。本论文以李宁服饰为研究对象，采用文献调查法、案例分析法、等，从李宁服饰的营销环境与营销策略等角度剖析李宁服饰营销的现状，并且之指出李宁服饰在其产品策略、价格策略、渠道策略存在的问题，在文章的最后，针对李宁服饰存在的不足，结合了李宁服饰的现状，提出自己的合理化建议。本论文主要意义在于中国民族品牌的运动服饰发展在2011年之后遭遇瓶颈期，特别是李宁服饰在全国出现关店潮，库存高居不下，这也是近几年国内运动服饰发展的缩影，通过对李宁服饰发展的环境及营销策略分析，找出其中的原因所在，为其出谋划策，尤其是对李宁服饰发展策略的制定，提供参考依据。 关键词：李宁，营销环境，营销策略 THE DEVELOPMENT STATUS AND ANALYSIS OF THE LINING SPORTS APPAREL AND MARKETING STRATEEGY ABSTRACT Li Ning clothing with more than 20 years of development, he broke the foreign sportswear brands exclusive situation in the domestic market, but also become the leading domestic sportswear, and successfully thanks to the 08 Olympic Games Dongfeng, its brand power to quickly improve, Li Ning is a difficult path of development, its development is Chinas national sport brand of refraction. This papers to Lee Ning clothing for research object, used literature investigation law, and case analysis law, and,, from Lee Ning clothing of marketing environment and marketing policy, angle analysis Lee Ning clothing marketing of status, and of pointed out that Li Ning clothing in its products policy, and price policy, and channel policy exists of problem, in articles of last, for Lee Ning clothing exists of insufficient, combined has Lee Ning clothing of status, made themselves of rationalization proposals. This papers main meaning is China national brand of movement clothing development in 2011 years zhihou suffered bottleneck period, especially Li Ning clothing in national appeared close up tide, inventory high home no fewer than, this is in recent years domestic movement clothing development of microcosm, through on Li Ni