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Study on the Brand Communication of LiNing during the Year of 2007-2008

Author: LiuFeiYan
Tutor: LinXianPeng
School: Beijing Sport University
Course: Humane and Sociological Science of Sports
Keywords: Li Ning brand brand communication
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 1058
Quote: 1
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Abstract


Marketing positioning, brand, Communication Theory is the guiding ideology and theoretical basis of the study. \Mr. Li Ning especially Li Ning (Business) Sporting Goods Group Limited. Li Ning Company especially Li Ning Sports Goods Group (Commercial) Limited. Analysis and discussion section of this study consists of seven main sections. Section I is the definition of the main concepts, the main core of the research concept - brand and brand communication clearly defined; Section II briefly study the overall situation of the Li Ning Company, which is mainly involved in the development process of Li Ning Company, the reason for the success, the brand Problems, brand re-positioning, and analysis of the major competitors of the brand; Section III provides an analysis of the Beijing Olympics to Li Ning brand spread the opportunities and challenges; analysis of Li Ning brand strategy with Li Ning, Olympic strategy the fourth quarter; Section V 2007 and 2008, Li Ning brand communication strategy, which is mainly involved in aspects of Li Ning, the use of the sponsorship, advertising communication, network marketing, roadshow brand communication strategy, brand communication ideas and related elements of the Beijing Olympic Games docking, establish and strengthen brand itself with the Olympic association, and thereby build and strengthen brand assets; Section 6 analysis of 2007 to 2008, Li Ning brand communications features; brief summary of Section VII for the post-Olympic period, Li Ning brand spread. The conclusion of this study and recommendations are as follows: a conclusion brand Li Ning as a non-Olympic sponsors, the effectiveness of the marketing of low-cost, high-yield \non-Olympic marketing classic. Li Ning brand communication results achieved in 2007 and 2008 that some on our corporate marketing capabilities, enhance competitiveness, but also reflects the sporting goods company in China, is the first-line brand marketing strategy formulation creative angle, and forward-looking on the apparent progress. In the face of major international sporting events, opportunities and challenges faced by the Li Ning and other Chinese local sporting goods brand has a great similarity. Therefore, it is timely to summarize the successful experience in the analysis and summary of the Li Ning brand communication process and lack of existing, will play some guidance and reference to the role of other second and third tier of the domestic sporting goods brands such as Anta, Erke, special steps such as, thereby contributing to our the overall development of the sports industry. 2007 to 2008, Li Ning brand communication strategy of successful experience is worth learning, but the Li Ning brand development strategies, as well as the stage of development of the Li Ning brand perspective, there is a certain lack of 2007 to 2008, Li Ning brand communication strategy. Second, the proposal (1) focus on the balance between the costs and benefits (2) a comprehensive follow-up and implementation of advanced marketing concept (3) strengthening the core sports personality of resources shaping (4) pay attention to the movement of resources to promote integrity and systemic (5 ) to prevent transmission of \

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