| Marketing is a practice of identifying the market demand,creating and delivering the brand value that allows the brand to create more demand on the market in which the company will collect more sales revenue.The marketing theory is to identify the unfilled market demand,define and measure the size of the industry and also the projection of industry,then to create the best methodology that provides the brands to communicate with all the segmentations of the brand.In another way,when we talk about what the company should do is actually to execute the practice of setting final goal and strategy to reach the goal.From the perspective of the company,the responsibilities of marketing are to ensure the clients and consumers become the central part of the company and also the key factor for strategy creation.This consulting project is to understanding and learn the current landscape and status of China sportswear industry and CBA league by interviewing the leader of China Basketball Association,and to learn the CBA consumers' point of view towards to CBA league and their thoughts on Lining brand recognition and satisfaction by interviewing the CBA fans.The China sportswear industry is starting to boom since 1990 s and is keeping growing until right now.There will be a lot of room for growing for Chinese consumptions with the fact that the China economy keeps growing and there are more and more people coming to the cities,and also the population of China middle class is keeping increasing.They are the backbone of social consumption,more abundant time,greater demand for physical exercise,on the other hand,they also have sufficient economic strength to buy sports consumer products.There are more and more international sports events that were and are help in China and also more and more international level Chinese sports star to stimulate the passion to sports in Chinese consumers.All above factors are helping to drive a huge growth in China sportswear market.Basketball is becoming the most popular sports in China and CBA league becomes the best sports league in China.There will be three games per week and the league will be lasting for four months in which the CBA league attract a lot of sports fans to follow,so the CBA league becomes the one of the best sports platform for marketing promotion.In recent years,Li ning's corporate profits have been realized,which has an inseparable relationship with the corporate sponsorship of CBA league.CBA league is one of the best sports in China,through the questionnaire survey of the CBA league of a live audience,we know that: sports fan is bigger than the number of men women,the proportion is about 7:3.The most attractive reason for Li ning's brand is its strong publicity,accounting for 34.4%.Most sports fans know the main way of sports brands is sports events and specialty stores,accounting for 37.9% and 25.7%,respectively.Based on the research results,the following Suggestions are put forward :(1)to build a marketing strategic structure of li ning basketball brand based on CBA league;(2)build a basketball platform for sports fans,develop basketball fans,and consolidate and expand the consumption crowd.This report is targeting to providing a strategy and plan of how Lining capitalize their CBA league sponsorship to raise the core value and brand equity of Lining brand to create more core consumers for Lining to reach the sales target. |
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