Research On The High Grade Brand Development Strategy Of The Li-Ning Co

The economic downstream pressure are increasing at present,China step into the crucial period of deepening reform and industrial structure adjustment,the survival and development of enterprises are facing serious problems of the discordant between enterprise patterns and the market demand.Li Ning Co is China's well-known sports brand,how to activate the brand and become leading international brand by developing premium brand strategy,gain market share in the premium brand,has significance reference for other domestic sports brand.It take Li Ning Co.as the research object,aim at the development of premium brand strategy in Li Ning Co,utilize literature research,qualitative analysis and other research methods to conduct the internal and external environment analysis,combine BAV analysis and the sports brand life cycle where Li Ning Co positioned,making a set of premium brand development strategy,implementation and supporting measurements.Firstly,it introduced the related theories of premium brand strategy including the definition of premium brands,brand value,core competitiveness,the basic competitive strategy and strategic group,as well as analysis models which were utilized in this paper.These are the fundamental theories for macro and micro environment analysis of Li Ning Co.Secondly,it conducted the internal and external environment analysis of Li Ning Co.of which include the macro economy,policy tendency and market prospects for the development of the sports brand,utilizing the five forces model to analysis on the competitiveness of Li Ning Co in the market of premium sports brand,identifying the opportunities and challenges for the company.In accordingly with the current development situation,research the branding,management,financing and techniques,summarized the advantages and problems existed in the company,preparing for the formulation of premium branding of Li Ning.Thirdly,determined the principle of premium brand strategy,strategic policy and its terms by using the SWOT analysis model,formulated strategic objective,key tasks and stage task in combination with the current development of Li Ning Co.Finally,it set up the concrete implementation measurements in accordance with the Li Ning Co development strategy.Proposed supporting measurements to ensure the smooth strategy implement in the aspect of the organization structure,human resources,marketing and innovation research.