A Study On Li Ning Company Limited’s Marketing Management And Innovation

With the rapid growth of China and great improvement of living standard the Chinese are currently having, people paid more attention on their health and turns into sports, They are now willing to put more and more time into sports-related activities. Relatively, people’s demands towards sports goods are more and more critical. As well, they are not only wish that the sports goods is well performed but also wish that the products are fashionable and make them feel a sense of priority when using them. Therefore, the market of China’s sports goods market is growing rapidly.My thesis has picked Li Ning Company Limited to be the research target. This thesis aims is to understand the Chinese sports market research and analysis with the help of marketing theories. Also, to let readers have a better understanding about the main national sports goods company Li Ning in its marketing innovation aspect.With major sports events has aroused attention throughout China, how could Li Ning Company attract more revenues through sponsoring all kinds of sports? At the last part of the thesis, we will list the most classic and successful example of Li Ning to explain a bit-The2008Beijing Olympic Strategic Plan. This example can also prove that innovation is the most effective and strategic way to strengthen the business.Innovation is the essential needs for enterprises. Marketing innovation is the most basic and effective way to improve the competitiveness of enterprises. China’s sports goods market is booming, which enterprises must innovate in order to survive and development growth. In this paper, I will start off by describe the general marketing theories and innovation theories including product innovation, organizational reengineering, process reengineering, system innovation,4Ps-4Cs-4Rs theory; then analyzed the sporting goods market, marketing and management features, and then the idea of marketing innovation. We as well explore some basic facts and sales trend of China sports goods market. Main focus is to on Li Ning Company’s marketing innovation. We will describe a simple background of Li Ning, the structure of the company and the problem with it. Finally how marketing innovation change the company in every aspect.