摘要进入新时代，市场经济逐渐全球化，企业之间的竞争的异常激烈，竞争手段不断升级，不仅仅体现在产品自身上，目前已经在品牌竞争上体现出来。随着祖国的强大，人们生活水平日益提高，国内体育事业迅速发展，许多国内运动品牌也伴随着发展起来，不再是国外品牌一手遮天。由于竞争手段不断升级，以及产品本身的差距越来越小，品牌策略成为差异化竞争、抢占市场占有率的有效手段。在这些发展起来的国内品牌中，李宁是起步最早、发展最快、知名度最高的品牌，一直把国内其他品牌甩在身后。李宁公司积极调整市场策略，去面对竞争激烈的市场，在2010年中旬推出品牌重塑计划，主打“90后”李宁。品牌重塑的李宁从品牌标致、口号、形象、再到品牌文化等都与品牌重塑前的李宁大不相同。同时，李宁公司还提出品牌国际化、市场国际化。品牌重塑使李宁险些不复存在，但经过近几年的发展，李宁公司的情况有所好转，特别是签下篮球巨星韦德后，李宁慢慢收复失地，特别是在今年的时装周上，李宁带着中国风大放异彩。本文首先分析现在国内体育用品市场情况，与行业内竞争对手做对比，分析李宁公司自身的竞争能力，帮助李宁公司认清自我优劣势。其次，通过提出改善品牌文化和明晰品牌定位的建议，然后进行产品组合和产品价格改进，建议李宁进行产品资产的管理，组建国际化管理团队，试图帮助李宁公司巩固市场竞争地位，重回巅峰时代。同时建议李宁在市场竞争中把品牌策略作为重点，提出了一系列的品牌提升策略，希望能帮助李宁公司改进品牌策略中的不足，多回并且扩大市场占有率，重新赢得市场竞争地位，早日实现品牌国际化、市场国际化。关键词：李宁公司；品牌策略；品牌提升；品牌资产；品牌国际化Abstract第1章绪论Enteredthenewera,themarketeconomygraduallyglobalization,competitionbetweenenterprisesisfierce,theescalatingcompetitionmeans,notonlyreflectontheproductitself,isnowreflectedonthebrandcompetition.Withthestrengthofthemotherland,people'slivingstandardsareincreasingdaybyday,andtherapiddevelopmentofdomesticsportsindustry,manydomesticsportsbrandsarealsodevelopingalongwithit,andarenolongertheonlyforeignbrands.Duetothecontinuousupgradingofcompetitivemeansandthesmallergapbetweenproducts,brandstrategyhasbecomeaneffectivemeansofdifferentiatedcompetitionandmarketshare.Amongthesedomesticbrandsthathavedeveloped,liningistheearliest,fastestgrowingandmostfamousbrand,alwaysleavingotherdomesticbrandsbehind.Lininghasbeenactivelyadjustingitsmarketingstrategytofacethecompetitivemarketandlauncheditsbrandrebrandingplaninthemiddleof2010,focusingonthe"post-90s"lining.BrandrebrandingliningfromthebrandPeugeot,slogan,image,andbrandcultureareverydifferentfromthebrandbeforetherebrandingoflining.Atthesametime,liningalsoproposedthebrandinternationalization,themarketinternationalization.Brandliningalmostceasedtoexist,butafterrecentyearsofdevelopment,liningcompanybetter,especiallyaftersigningthebasketballsuperstarwade,liningrecoverslowly,especiallyinthisyear'sfashionweek,liningwithChinesewind.Firstofall,thispaperanalyzesthecurrentsituationofthedomesticsportsgoodsmarket,compareswiththecompetitorsintheindustry,analyzesthecompetitivenessofliningcompany,andhelpsliningcompanytoidentifyitsownadvantagesanddisadvantages.Second,byputtingforwardSuggestionstoimprovethebrandcultureandclearbrandpositioning,andthencarryontheimprovementofproductmixandproductprices,recommendedforliningproducts,assetmanagement,internationalmanagementteam,trytohelpliningcompanytoconsolidatethemarketcompetitiveposition,toreturntothepeaktime.Alsosuggestedthatliningbrandstrategyasthekeyinmarketcompetition,putforwardaseriesofbrandstrategy,hopingtohelpimprovethelackofbrandstr...
