Research On Li Ning Brand Marketing Optimization Strategy

At present,China’s sporting goods market is full of domestic and foreign brands,and the competition is very fierce.Li Ning,as a well-known enterprise in China’s sporting goods industry,Since its establishment,it has been determined to be a Chinese brand and has been promoting its marketing through branding,but the results have not been satisfactory.This paper takes Li Ning’s brand marketing strategy as the object of study,and uses case study,interview and questionnaire methods in an attempt to analyse its existing brand marketing strategy in depth and to identify problems and make suggestions for optimisation.Firstly,this paper selects 4V marketing theory as the supporting theory through literature review and research on the status quo and development expectation of Li Ning Company.Secondly,this paper analyses the marketing history of the Li Ning brand by reviewing relevant cases and conducting in-depth interviews with those responsible for marketing related to Li Ning and employees of Li Ning,and comes up with the current situation of Li Ning’s brand marketing strategy,namely: single brand,multi-category and multi-dimensional marketing strategy,but the overall performance is poor.Again,through the reliability,validity and descriptive analysis of 410 surveys and the results of interviews,this paper concludes that the problems of Li Ning’s current brand marketing strategy are: brand differentiation is not prominent,product function development is not sufficient,brand added value is not deeply explored and brand emotional interaction is not deeply cultivated.Finally,based on the 4V theory,this paper analyzes the problems found,finds the causes of the problems and conducts industry benchmarking;combined with the benchmarking results,based on the 4V theory,this paper proposes the optimization strategy of Li Ning brand marketing: in the differentiation dimension,optimization is carried out by strengthening differentiated brand positioning,create differentiated brand image for optimization;in the functional dimension,optimization is carried out by increasing brand selling points through innovative extended functions and expanding In the dimension of added value,optimization is carried out by creating high value-added brand services and shaping brand culture in multiple dimensions;in the dimension of resonance,optimization is carried out by optimizing key city planning to trigger brand demand resonance,tapping into celebrity and event resources to promote brand utility resonance,and seizing hot marketing events to generate brand emotional resonance.At the same time,in order to implement the above optimisation strategies,four safeguards in terms of personnel,product,system and organisation are proposed to close the loop of the study.The purpose of this paper is to provide some insight into how Li Ning and similar companies can optimise their brand marketing strategies,as well as to provide researchers with an idea for digging deeper into the brand dilemma.The purpose of this paper is to provide certain reference for Li Ning Company to optimize the brand marketing strategy,but also for homogeneous companies to provide the corresponding reference for brand marketing.