Marketing Strategy Of Lining Brand

Beijing 2008 Olympic games and China's accession to the WTO status brings out the opportunities and challenges on its sporting goods market in this rapidly growing economy. Many well-known sporting goods brands have entered China market and the competition in China's sporting goods market is intense. Lack of strong sporting goods brands makes China's sporting goods companies be faced with the existence and development pressure.Be confronted with great needs from home and abroad, sporting goods companies in our country still have many problems on the marketing management. The most obvious problem is the lack of famous sporting goods branding. Based on the analysis of the exterior marketing condition and companies' actuality faced by China's sporting goods companies, the research objective of the dissertation is to find out the problems of sporting goods companies' branding, make the right market position,propose effective branding management strategies for sporting goods companies, and force sporting goods companies in our countries to develop rapidly.The whole dissertation is divided into tow parts. First part introduces the general situation of Li-ning Sporting Goods Company and its brand marketing strategy.Second parts, for solving the problem in Li-ning Sporting Goods Company's brand marketing strategy, by way of analyzing Li-ning Sporting Goods Company's procedure of brand decision-making, using STP (Segmentation, Targeting, Positioning) to submit be countermeasure of Li-ning Sporting Goods Company's brand marketing strategy.