The Marketing Strategy Analysis Of Li Ling Badminton Supplies In Dual-channel

Facing the rapid expansion of the internet,sports goods companies meet chances as well as challenges.Due to consumers' behavior is changing unconsciously for the rapid online development,it is now becoming a hit issue that how to make an efficient and reasonable marketing strategy.Li Ning,as a local national sports goods brand,whose domestic sales surpassed Adidas once,however,the strategic transformation had plunged Li Ning into loss for years,and then the channel rehabilitation program got company into a dual-place hobble.If Li Ning is eager to be peak again,it is necessary to make a dual-place marketing strategy with realizing the present circumstance so that the channel online or offline can play their most.International top sports brands owe their own ascendant field,like Nike in basketball field and Adidas in soccer field.Li Ning set its foot into fields widely in its early time,thus,it failed in forming its own superior field,even less its brand impression.Badminton,after jogging,is a second-most popular sport in China.The demand of badminton supplies is large and the profit will be strong.In 2019,Li Ning marched into badminton supplies,and it is outstanding in industry,with aiming at the leading position.Therefore,Li Ning should develop along with intensifying the advantage of badminton field.The essay will analyze from following aspects: Firstly,via interviewing method and document literature to understand Li Ning's marketing strategy under dual-place ground and the current sale situation of Li Ning's badminton supplies.Secondly,through questionnaire survey and data analysis,the essay classifies the characteristic of enterprise consumers and give primary suggestions about marketing strategy according to market segment.Finally,using case study to analyze and imitate badminton supplies of YONEX and other companies.For above,this essay will give suggestions about marketing strategies to Li Ning's badminton supplies on dual-place selections.The present problems of Li Ning's badminton supplies are: imperfect product design dimension,poor public relation,unsound online plat construction,impractical price management,inadequate sports sponsor,and unsmooth social media application.This essay provides following suggestions: take various marketing strategy for opposed market subject subdivided from dual-place;strengthen product PR as well as design dimension;reduce price effect;complete online plat construction;perfect dual-place construction;promote union dual-place;enhance precision and criterion of sports sponsor;and reasonably utilize price strategies.