I摘 要随着国内体育市场的蓬勃发展，李宁、安踏、特步等一系列快速增长的国内运动品牌也已经慢慢占据市场。需求巨大的国内市场不仅为国内运动品牌创造了机会，而且也带来了很大的挑战。本文通过分析李宁公司发展历程以及品牌的塑造过程，分析李宁营销策略的变化过程。在李宁品牌重塑研究中，针对4P’s 营销组合策略分析得出以下结论：由于产品目标群体定位不准，价格定位偏差，渠道管理混乱以及促销手段单一等原因在品牌重塑上经历了失败。建议可以通过聚焦主营业务，加大产品精准规划、采取差别定价策略、拓展渠道管理，提升零售运营能力、提高品牌赞助精准度等方式，加强消费者对品牌的忠诚度，全面提升营销效果。关键词:李宁公司；品牌重塑；4P 营销组合策略IIAbstractWith the vigorous development of the domestic sports market, a series of fast-growing domestic sports brands such as Li Ning, Anta, and Xtep have also slowly occupied the market. The huge domestic market not only creates opportunities for domestic sports brands, but also brings great challenges. This paper analyzes the changing process of Li Ning's marketing strategy by analyzing the development process of Li Ning and the process of brand building. In the Li Ning brand remodeling study, 4P ’s marketing mix strategy analysis resulted in the following conclusions: due to inaccurate product target group positioning, price positioning deviation, chaotic channel management, and single promotion methods, etc., experienced failure in brand remodeling. It is recommended to strengthen consumer loyalty to the brand by focusing on the main business, increasing product precision planning, adopting different pricing strategies, expanding channel management, improving retail operation capabilities, and improving brand sponsorship accuracy, and comprehensively improving marketing effectiveness.Key words：Li Ning Company; brand remodeling; 4P marketing mix strategyIII目 录1 绪 论..........................
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