Study On The Brand Communication Of LiNing During The Year Of 2007-2008

Marketing,postioning,brand,communication and other concernd theory is a guiding ideology of the main body of this paper.Li Ning Sport Corporation is the largest sports corporation in China.Beijing Olympic Games has brougt great chances and challenges to Li Ning's brand communication during the year 2007-2008.It is imperative and important to study the brand communication strategy of Li Ning Corporation in this typical situation.Initially this paper defined the core words,just like brand,brand communication and tactic.The key meaning of this words is the foundation of this paperAnd then,the history of Li Ning Corporation' s development is introduced plainly Then the great chances and chanlenges brought by Beijing Olympic Games are also cocernd by this article.Besides this project specificially discussed the various aspects of the brand communication tactics of Li Ning Corporation which mainly contain sponsorship,product,places,advertisment,public action and so on during the year 2007-2008.Followly,this study summarizes the key characters of brand communication tactics of Li Ning Corporation during the year 2007-2008.In conclusion,Li Ning's brand communication during the year 2007-2008 is in the primary stage there are clearer weakness compared with the international advanced corporation,But it also has required fantastic success on the brand communication.The great performances of Li Ning's brand communication are beneficial for it to establish and power the brand assets of Li Ning brand.To conquer the present weakness,this paper made several pieces of practical suggestion for the future brand communication of Li Ning Corporation.Firstly,the Li Ning Corporation should pay more attention to the establishment of unique characters of sport stars sponsired by Li Ning brand;Secondly,unique images should be attached importanly when Li Ning Corportation utilizes and promotions the sponsired sport stars;Thirdly,attach importance to characteristic property,the shining points,the completeness and the systematicness when Li Ning Corportation execuctive the activities of brand communication,besides,all communication activities should meet and satisfy the needs of the target consumers;Finally,after Beijing Olympic Games,consistent brand information should be transfered toward the public to defend and strengthen the brand image of Li Ning.