摘要
摘要
目前，我国体育用品市场竞争非常激烈，大量的本土品牌以及国际品牌的
体育用品企业都加入其中。“李宁”这两个字，不但体现了一位优秀的运动员
在我国体育界中创出的奇迹，同时也体现了一个优秀的本土体育品牌创造的传
奇。但李宁公司作为中国本土体育用品欧亿·体育（中国）有限公司的品牌公司，相对于国际强势体育
用品巨头耐克公司和阿迪达斯公司而言，无论是在产品、资金、还是人力上，
都无法与之比拟。另外，随着全民健身热潮的兴起和社会经济的发展，人们对
体育运动参与的热情不断高涨，国内体育用品生产企业也对李宁公司发起了强
劲的挑战。因此，开展李宁体育用品公司品牌营销策略研究具有较好的现实意
义。
本文以中国体育用品欧亿·体育（中国）有限公司的龙头企业李宁公司为研究对象，选取 H省为调
查范围，运用文献分析法、问卷调查法、专家访谈法、案例分析法进行研究。
共向消费者发放调查问卷 688份，收回 688份，有效问卷 684份；访谈了 H省
分公司的 6位管理人员和 24位门店销售负责人，通过问卷调查和访谈调查，全
方位、深层次地分析提示 H省分公司品牌营销现状及存在的主要问题。通过企
业内部环境分析、PEST宏观环境分析、波特五力模型分析、SWOT理论对李宁
体育用品公司 H省分公司内外部环境进行分析；运用 STP理论对李宁体育用品
公司 H省分公司品牌营销的目标市场进行了选择与定位。
在深入调查和综合分析的基础上，提出了李宁体育用品公司 H省分公司品
牌营销策略及保障措施：精准选择目标市场，科学实施市场细分；明确品牌特
色定位，调价优化产品价格；加大创新研发力度，促进产品个性化升级；优化
调整渠道策略，构建多元化的销售渠道；强化品牌服务意识，打造企业品牌文
化。研究工作不仅对李宁体育用品公司 H省分公司的品牌营销决策具有一定的
指导作用，而且对中国体育用品欧亿·体育（中国）有限公司和中国本土体育用品其他品牌的发展也具
有一定的借鉴作用和指导意义。
关键词：H省李宁分公司；体育品牌；品牌营销；营销策略
I

ABSTRACT
ABSTRACT
At present, the sporting goods market in China is very competitive, with a large
number of local brands as well as international brands of sporting goods companies
joining in. The word "Li Ning" not only reflects the miracle of an outstanding athlete
in China's sporting world, but also the legend created by an outstanding local sporting
brand. However, Li Ning, as a local sports goods brand in China, is not comparable to
the international sports goods giants Nike and Adidas in terms of products, capital
and manpower. In addition, with the rise of the national fitness boom and social and
economic development, people's enthusiasm for sports participation continues to rise,
and domestic sporting goods manufacturers have launched a strong challenge to Li
Ning. Therefore, it is of good practical significance to carry out research on the brand
marketing strategy of Li Ning Sporting Goods Company.
This paper takes Li Ning, a leading company in China's sporting goods industry,
as the research object, and selects province H as the scope of investigation, using
literature analysis, questionnaire survey, expert interview and case study methods. A
total of 688 questionnaires were distributed to consumers and 688 questionnaires
were returned, with 684 valid questionnaires. 6 managers and 24 shop sales leaders
from the provincial branch of H were interviewed, and the questionnaires and
interviews were used to analyse the current situation and the main problems of brand
marketing in the provincial branch of H in a comprehensive and in-depth manner.
The internal and external environment of Li Ning Sporting Goods Company H
Branch was analysed through internal environment analysis, PEST macro
environment analysis, Porter's five forces model analysis and SWOT theory; the
target market of Li Ning Sporting Goods Company H Branch brand marketing was
selected and positioned using STP theory.
On the basis of in-depth investigation and comprehensive analysis, the brand
marketing strategy and guarantee measures of Li Ning Sporting Goods Company H
Branch were proposed: to select the target market precisely and implement market
segmentation scientifically; to clarify the positioning of brand characteristics and
optimize product prices; to increase innovation and R&D efforts and promote product
personalization and upgrading; to optimize and adjust channel strategies and build
diversified sales channels; to strengthen brand service awareness and build The
research work is not only important for Li Ning Sportswear. The research work is not
only a guide to the brand marketing decisions of Li Ning Sporting Goods Company H,
but also a reference and guidance to the development of the Chinese sporting goods
industry and other local Chinese sporting goods brands.
Keywords:H Provincial Branch of Li Ning Sports Goods Company; Sports
Goods; Brand Marketing; Marketing Strategy
II

目录
目录
摘要.......................................................................................................... I
ABSTRACT................................................................................................II
目录........................................................................................................III
第一章绪论............................................................................................. 1
第一节研究背景和研究意义...............................................................................1
一、研究背景...................................................................................................................1
二、研究意义...................................................................................................................2
第二节国内外研究综述.......................................................................................2
一、国外研究综述...........................................................................................................2
二、国内研究综述...........................................................................................................4
三、文献述评...................................................................................................................5
第三节研究内容和研究方法...............................................................................6
一、研究内容...................................................................................................................6
二、研究方法...................................................................................................................7
第二章相关概念和理论基础...................................................................9
第一节相关概念...................................................................................................9
一、品牌...........................................................................................................................9
二、体育品牌...................................................................................................................9
三、品牌营销...................................................................................................................9
第二节理论基础.................................................................................................10
一、企业战略理论.........................................................................................................10
二、品牌战略转型理论.................................................................................................11
三、 STP分析理论.........................................................................................................11
四、 SWOT分析理论....................................................................................................12
五、波特五力模型.........................................................................................................13
第三章 H省分公司品牌营销现状及存在问题分析.............................14
第一节李宁体育用品公司 H省分公司概况....................................................14
III
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