商英第五组.ppt

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1、,Everything is possible,Dont do Chinas Nike,to do the worlds Lining.-Li Ming,Li-Ning,In 1990，Li-Ning was launched in Sanshui,Guangdong。Producers have worked closely with Chinas Olympic Committee since its earliest days.Committed to using their career in sporting goods to advance Chinese athletics,th

2、ey have thrown their enthusiastic support behind a wide variety of athletic competitions.By 1995,Li-Ning had emerged as a frontrunner in Chinas sporting goods industry.,In 2005,with Li-Ning still in the lead and sales hitting record highs,producers set their sights on becoming a top international br

3、and name.,Sport shoes,Ours clothes,Ours faith is:,to promote Chinese athletics and let sports make a difference in our lives.,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

4、opportunity,to meet the challenges of a global market head-on,and to fulfill the Li-Ning mission:Inspiring and empowering through sports.,Marketing Strategy adopted by Lining Company,In marketing:positioning in 15 to 25 years old person;model image of the professional sport goods;model sportive,pers

5、onalit,successful brand character,In research and development（在研发上):Lining increases the RT investment of sport technology and the product strength of sport series.,employ a right sport spokesman;in the short term,the advertisement is based on the function of the product and motion advertisement is

6、the complement;increase marketing input.,In channel termination(渠道终端上）:putting the function of the product in the first place in POP advertisement（店面广告）;training dealer and personnel to master sport technological knowledge and skills to communicate with consumer.,Sport plays an important role in the

7、 marketing of the brand.Sport promotesThe development of the marketing of the brand Lining.As more and more athletes wear Lining，Lining has been widely known.After few years,Lining wins morethan fifty percent of the national market.At the same time,Lining also promotes the development of Chinese spo

8、rts,so we can see that sport and lining creates win-win.,Product policies:Research and development the integration of management and customer management.Give priority to with sports series，such as sneakers，trappings，knapsack，caps，sporting goods and so on,Our strategies,price strategies：In the sports

9、 marketing，Price Positioning is important，it should meet consumers spending.Stars endorsements strategies：On strategy of sports stars as brand spokesmen，it can raise its famous degree and capacity of competition.,Our strategies,Sports promotion strategies:Combine physical culture，brand culture and enterprise culture，so that it creates competitive advantages.,Sports sponsoring strategies：Sports has been the focus of attention，Sports sponsorship is a powerful tool for communications.By Sponsoring some sports and sport events to boost competitiveness.,Thats allThank you!,