Li Ning Brand Of Cultural Marketing Strategy Research

Sports brand in China focus on the rand culture as entry points less of the brandmarketing strategy, brand culture is the core of an enterprise. Lining brand becauseof brand expansion is too rapid in the1990s, suffered a subsequent developmentbottleneck. Since the financial crisis in1997to about2000, the Lining brand hasnever been able in the process of growing desire to significant breakthroughs; wascaused by the turnover of stagnation, it is difficult to add consumer groups, resultingin consumers’ repeat purchase and customer loyalty discount. Lining brand productssales decline was even in the second-tier cities. Therefore, the Lining brand muststrengthen the brand culture, and cultural marketing included in the brand marketingstrategy. Cultural marketing strategy is the Li-Ning brand into the internationalsports brand, professional brand. Now, after three decades of market tempered,Li-Ning, China’s sports brands to take the lead, to follow and learn step by steptowards maturity. The culture of the Lining brand marketing on the right track, andhas made considerable progress in continuous learning and innovation. Through theliterature, expert interviews, logical analysis, and network search method startingfrom the basic theory of brand culture, brand positioning, cultural marketing,described the course of development of the culture of the Lining brand marketing,development status and strategic situation, and proposed cultural marketing strategyin order to create a unique brand culture as the ultimate goal and focus for themarketing strategy, designed to create real with Chinese characteristics, domesticfamous brand sporting goods, sports brand in China is truly global reference.