Studies On The Lining Brand Building Strategies

With China's accession to the WTO and the 2008 Beijing Olympic Games successful holding, sports is becoming a society-wide investment and consumption hot spots, especially in the sporting goods industry. Beijing's bid to host the 2008 Olympic Games is the idea put forward by topic: "give China a chance." And in 2008 the success of the Beijing Olympic Games has become a powerful springboard which push China's domestic sports brand sprint to the world brand. At the same time, sporting goods manufacturers abroad have sights on the large population and enormous market potential in the Chinese market. In this situation, to the Chinese local sporting goods manufacturers, how to make use of their advantages of resources and then make plans to surprise move; how to rooted in the land, and then based on the world; how to build local brands, and make the brand bigger and stronger, have become a common issue in front of the Chinese sporting goods business. Only through establishing a strong brand advantage, put the brand advantage into upgrading the competitiveness of enterprises boost power can seize the world of sports industry to flourish good opportunity and occupy more market share, then the local Chinese brands can really go international.For a long time, NIKE company, ADIDAS company led the sporting goods market internationally, and firmly in control of the international sporting goods high, mid-market. Lining and other local sports companies can only be remained at two or three streams of vicious market competition and development in the slit. However, the ambition national sporting goods company did not give up the field from the competition. Lining Company first played the banner which is not China's NIKE, the world's Lining to be done, they insist the entrepreneurial philosophy "from PE for the PE". Rely on the team spirit and the unique innovation, the spirit of fight, after 19 years efforts, this company has already developed to a sports apparel, sports shoes, sports accessories, such as the professionalization of many series of products sporting goods company from the original single sports apparel. Lining brand has become the world's leading sports brands which represent China and fill with Oriental elements, With break of the WTO trade barriers one by one, the rapid development of the national economy, and the national spiritual and cultural needs of continuous improvement, a broader consumer market sport in the international sporting goods companies face more international sports brands will use a variety of marketing tools to seize the domestic and international markets. At such a challenging situation, whether the Lining company can grasp the business opportunities and improve their own to the 2008 Beijing Olympics as an opportunity to take "China Lining" brand into international; in the face of NIKE, ADIDAS, such these World well-known brands, have annual sales of hundreds of millions, tens of millions of dollars at every turn global sports sponsorship costs. how to catch up, how to continually upgrade Lining professional property at the same time, and sounded a comprehensive "back" of the horn; how to challenge the high-end markets which the NIKE, ADIDAS "entrenched" for many years are the very issue people concerned about, which are also the problems of this thesis to research and study. Therefore, the study of Chinese For these reasons, this paper studies on the sporting goods enterprises in China -Lining brand for the study group, from the perspective of the constituent elements of the brand, introduce a comprehensive overview of the brand, as well as the value of the linkage of world champion Lining, and noted that the construction of different sports brand other sectors of the specificity of brand building; then to survey the way the brand, through statistical analysis of survey data to identify the brand Lining Group Construction at the existing problems and shortcomings, and analyze the causes of these problems; And in accordance with Study business strategy, management, curriculum, such as marketing knowledge, in the Lining brand competitors and SWOT analysis on the basis of the principle of transport STP to determine the Lining brand's market positioning accuracy; Finally from the reality around Lining brand "internationalization, specialization," the strategic objectives, and brand building of the problems that exist, the Lining brand fit for future development of 4P marketing mix and brand expansion strategy, and brand Lining to be the future prospect of the trend. Specifically, this thesis is divided into four parts, the details are as follows:Part one, constitute a pigment from the perspective of the brand, a comprehensive introduction to the Lining brand at this stage of development, as well as Olympic champion Lining brand and the value of linkage; then, construction on the sports brand analysis of the specificity of that Sports brand building construction and other industries of the different brands. Through this chapter, allowing readers to have a status of Lining brand awareness in general.Part two, to survey the way of the brand through statistical analysis of survey data to identify at this stage in the Lining brand building at the main problems, such as: target market and brand positioning unclear, not enough specialized products; brand promotion strategy is unlikely to generate enormous brand influence; poor overall image of store brands; Product technical content and design are weak; brand image with the image you want to set a departure from, the spokesman for the brand's influence on the weak; Sports industry sponsored project low level; the core values of brand confusion; hardly a unique eight aspects of brand personality. And on the causes of these problems for analysis, pointing out that these problems exist on the harm the development of Lining brand.Part three, according to study corporate strategy, management, curriculum, such as marketing knowledge, the brand Lining competitor analysis, pointed out that the Lining brand in the fierce competitive environment in a very awkward position -grab market foreign brands, domestic brands at the market, Lining at the same time that the world-renowned brand and between brands is a big gap still exists; And Lining brand of competitive advantage, competitive disadvantage, competitive threats and opportunities and competition analysis, a clear understanding of Lining brand throughout the development of the current loop mirror; Finally, the Lining brand in the SWOT analysis of competitors and on the basis of the principle STP shipped through the outline segment, select target markets, determine the brand Lining's market positioning accuracy.Part four is the entire core of the thesis, for the second part of this paper to find the Lining brand building around the Lining brand "internationalization, specialization," the strategic objectives, using the principle of corporate marketing 4P study, the Lining brand fit for future development of product strategy, pricing strategy, channel strategy, brand communication strategy. As follows: in the products, to strengthen research and development of new products and technology, to create a unique brand Lining belong to the "flagship product." On the price front, take a multi-level pricing strategies, and through the "flagship product" to the extension of high-end market. In the distribution channels, increasing the number of brand stores, especially stores 12 lines of the city the number of products that improve coverage and enhance the store image, improve the efficiency of single-store operations, store and gradually put the brand Lining brand image into a shop. Brand communication, from the imitated mark, brand advertising demands clarity and has been to do so, take a fall to the consumers own the brand Lining, consistent brand positioning, brand personality, brand image, brand core values; aspects of the brand spokesman, at a global scale, carefully select those who are engaged in professional image and be able to transfer the characteristics of brand culture, the performance of the functions of product characteristics and the influence of the larger, longer career-Star Sports; in sports sponsorship, the enhanced Sports sponsored by the input and efforts to find a higher degree of industrialization of the mainstream of sports, sports sponsorship and support to enhance co-ordination work, after doing a good job of brand management and brand maintenance. Then put forward the expansion of Lining brand strategy, brand Lining with possible mergers and acquisitions, product line expansion, the practice of creating new brands, brand implementation and expansion.At present, the global Sports Products worth 400 billion U.S. dollars, and maintain more than 20% annual growth rate. The successful hold of the 2008 Beijing Olympic Games has made the Chinese sports industry achieve unprecedented prosperity, a smokeless war is intensified. This thesis will have some good reference for the future development of Lining brand.