The Analysis Of Marketing Strategy Of "Li-Ning" Company In Chinese Sport Goods Market

With the improvement of living standard, people into more and more time in sports, the demand for the sport more and more pressing, therefore, sporting goods market is gradually expanding. According to Sport business in the latest estimate: By 2010, China's sports market demand may be increased to 240 billion Yuan, a huge cake in the face of some of the world sporting goods brands started to enter the Chinese market, "Nike" and "Adidas "As the sports world, the first and second brand of Chinese sports market, want to piece of cake on a piece of their own assigned. According to reports, "Nike" with "Adidas" sports have been to China following the North American market as they are the second largest sporting goods market after sales market. At the same time as the first sports brand in China, "Li-Ning" in the face of "Nike" with "Adidas" into the Chinese market, he made what the response to two major sports brands with the world to compete in the Chinese market, they continue to sit tight in the Chinese market, beating the first sports brand of top spot, which rely on the product itself is not enough. Battle in the Chinese market is their marketing strategy Competition.This scientist, according to well-known marketing professor Philip Kotler proposed 11P. marketing idea, that product (Product) Price (Price) Promotion (Promotion) distribution (Place) government power (Power) Public Relations (Public Relations) research (Probe) segment (Partition) priority (Priorition) Location (Position) staff (People), the "Li-Ning," Sporting Goods Market in China were analyzed marketing strategy, and with world-renowned sports brand "Nike" with "Adidas" in the Chinese sports market, marketing strategy comparison, analysis, "Li-Ning" in a competitive and less.By consulting the calendar year of on the "Li-Ning", "Adidas", "Nike," the three companies marketing strategy relevant papers, books, newspapers and the official website of the company related information, data, using the literature data, expert interviews, questionnaires, statistics and logical analysis, combined with economics, marketing, sports, economics, sports, market economics, sports, and other knowledge management theory of "Li-Ning" Sporting Goods Market in China The marketing strategy analysis and discussion.The results show that: (1) "Li-Ning" company special in the "oriental" characteristics and its "leisure" and to have a differentiated positioning is different from the "Adidas", "Nike" unique brand culture and connotation; "Li-Ning" Although the brand has a high impact, but its price positioning is generally between 100 yuan to 400 yuan, mainly to meet the second and third tier cities the middle-income population. (2) "Li-Ning," Although the market value of companies has been ranked fourth in the global sporting goods industry, but the gap remains large with the top three. (3) With the Beijing Olympic Games to improve development; in Beijing after the Olympics, people's movement will further enhance the awareness of fitness consciousness, which makes the Chinese sports market will further expand, as the "Li-Ning" increased opportunities to expand sales markets;, "Li-Ning" company already has the strength to enter high-end market; services as part of the product also affect the desire of consumers to buy. (4) outsourcing of production of defects; "Li-Ning" company market, mainly in China, the outsourcing business is also mainland China, which makes the "Li-Ning" ability to respond to changes in the Chinese market is weak; each brand extension to the mid-range market; width was too wide portfolio of funds can not be focused on the advantages of the project; these areas is "Li-Ning" in the future development may be threatened.The author summarizes the outcome for the analysis of information combined with expert interviews, survey data and in the "Li-Ning," the company competitive in the actual situation, made a number of national sporting goods industry is conducive to development of the company's strategies and recommendations to look forward to China's national enterprises; good development must be a reference to "Stones from other hills may serve to polish jade" purposes.