The Marketing Communication Of Native Sports Brand By Research Of Brand Reconstruction Of Li-ning

Since the beginning of the twenty-first century, with the developing of the massmovement, the demand of sports products is increasing, the development of thedomestic sports industry is rapidly. Thanks to the boom of the market, local sports brandadvanced rapidly, brand value is greatly improved. The strength of enterprises alsoenhanced.However, what is coming with the development of the market is competition, localsports brands are competing very intense, and some international brands such as NIKEADIDAS is spending up the expansion of the Chinese market.In addition to the increasing of competition in the market, in recent years, becauseof the domestic market is becoming saturated, the local sports industry gradually go intoa slow growth phase, a number of established local brands have already exposed someproblems such as brand become older, the margin of product went down, and so on.Emerging brands also showing the sign of followed these. In order to respond toproblems in future, how to achieve the transformation of the brand is a problem thatlocal sports brand will face to.As the best local sports brand, Lining has been leading in all aspects of marketing.In a long time, although Lining could not have match international brands such as NIKE,ADIDAS in international market, but it occupied a large of domestic market. However,with the development of other local brands is rapidly, they are becoming the huge threatto Lining. And foreign brands such as NIKE, ADIDAS in the domestic market also givestrong pressure to Lining.In addition to the external pressure is increasing, Lining also has a lot of internalproblems.In order to re-energize the brand vitality and make itself become the first-classinternational brands, Lining brewing for a few years later, on June30,2010announcedbegin to the strategy of "rebranding", it hope to take this brand transformation to get further development.Lining as a pioneer of the "rebranding", it opened the prelude to the strategictransformation of local sports brands. This article takes "Rebranding" strategy of Liningas the research object, by analyzing the implementation of some initiatives to explorehow the local sports brand in the current fierce competition in the market to achieve astrategic transformation.This article contains four parts. The first part introduces the papers the background,the research at home and abroad, significance and value, point of thesis innovative andpapers architecture; second part introduces the Lining "rebranding" the background ofthe implementation of the strategy; The third part is the effect of the implementation ofthe Lining "rebranding" strategy, as well as classic brand transformation case score;fourth part is to summarize the experiences and lessons of the Lining "rebranding"strategy and inspiration to other local sports brand.