An Analysis Of Network Marketing Strategy Of Li Ning Sporting Goods Company

Lining sports goods company as the national sports goods enterprises in our country, is sporting goods front-runner in our country, domestic sportswear market mainstay, since it was founded in 1990, it has created more than sports goods industry, made the success of the domestic sports goods. In the huge push of market economy and the rapid development of Internet, the sporting goods market demand is also growing, Lining sports goods company to seize the current favorable opportunity, began in April 2008 for their own network marketing, through on taobao and other online shopping platform during open a retail shop and authorization, and over the years accumulated experience and brand image, the network marketing is taking shape. In recent years, Lining in the network marketing channel of the measures above, has the largest distribution network system, and strive to expand to the international network, to product design and resources to conduct a comprehensive integration of supply chain coordination, although these measures to a certain extent, Lining network marketing steady progress, but has effect on the overall effect is not high, Lining company’s whole sales and market share has not been qualitative improvement. What is the cause to Lining company in the case of earlier to carry out the network marketing is still mediocre, it is needed to this paper analyses the research, including search for where a link point of the problem, what are the shortcomings, to carries on the analysis summary, and then puts forward suggestions for the reasonable and effective, make Lining sporting goods company in the market competition, has been one of the leading firm that Lining company network marketing strategy for the future of good conduct is particularly important.This research according to Lining sporting goods company in recent years the development of network marketing situation, in 2012, Lining company "the shutters tide" and the analysis of the problems in network marketing to make, and good to the health of the Lining company in the future network marketing operation provides a good direction. Through the analysis of the network marketing strategy of Lining company, we find that Lining sports goods in the marketing strategy, product positioning are vague, unable to effectively target the implementation of specific marketing strategies; Product portfolio through long, money is more dispersed, affect product development efforts; Junk flow speed too slow also affects the product’s overall sales progress; Combined with the site doesn’t brand culture and the specific method of website construction and design innovation to do above all is not enough, and not to online good cooperate together, and have not been able to put some solutions to good use to carry out the bottom go to, Make management and directors between "fault".In order to accelerate the revival of Lining sports goods company change, actively perfect online sales driving the development of offline, based on the current network marketing of Lining company to carry out the situation, the author has carried on the supplement to the network marketing strategy pattern, Lining in the network marketing, should focus on the competitive products and good branding, consumer demand oriented, vigorously promotes the implementation; Construction of brand culture, raise awareness, increase customer value, the integration of a variety of network marketing methods, and coordination of good online channel conflict, according to the problems of its own turn to readjust and deployment, Construction of distinctive personalized website; To enhance the core competitive product design; Through summarizing these all marketing ideas for optimizing, the Lining company to continue in domestic sports goods market and international market play its important status.