Diagnostic Report On E-commerce Marketing Problems Of Li Ning Sports Goods Co Ltd.

Since its establishment in 1990,Li Ning Sporting Goods Co.,Ltd.has created many firsts in China's sporting goods industry,and has created the brilliance of domestic sporting goods.Driven by the rapid development of the Internet,Li Ning seized the favorable opportunity at that time and started its own e-commerce marketing road in April 2008;through the opening of direct sales and authorized online stores on Taobao and other online shopping platforms,over the years The accumulation of experience and brand image has made network marketing take shape.Although Li Ning Company has been involved in the field of network marketing very early,and has achieved certain results,Li Ning Company did not fully take care of the interests of many parties in the subsequent design of e-commerce marketing,resulting in Li Ning's online and offline channels.Confusion,what caused Li Ning to be counterproductive in the early days of e-commerce,and the overall sales performance and market share have not been qualitatively improved? In which part of the link has a problem? What other deficiencies are there? This is the purpose of the diagnostic study in this paper.Through the diagnosis and the right medicine,Li Ning Sporting Goods Company will occupy a favorable position in the next market competition,paving the way for the long-term development of Li Ning Company,and also providing reference for other peers to effectively carry out e-commerce marketing.This research uses literature data method,mathematical statistics method,medical pathology diagnosis citation method,interview method,logic analysis method,and focuses on the development of e-commerce marketing of Li Ning Sporting Goods Company in recent years.The reason and the problems in e-commerce marketing have made a more comprehensive analysis,focusing on the diagnosis of two aspects of online marketing promotion and overall marketing of e-commerce.The diagnosis found that the online marketing promotion has the following causes: online marketing started late,channel management is chaotic,channel cost is high;online store software is improperly configured;online marketing relies on promotion,and star star endorsement has no advantage.The diagnosis of e-advertising and online promotion status found that these symptoms: the low arrival rate of electronic advertisements;the poor effect of network promotion and promotion;the viral marketing method is not in place.In the diagnosis of product positioning pricing problems: product positioning pricing is not accurate;market pricing fluctuations are too large.Diagnosis of the problem of online and offline channel architecture,found: channel conflicts between online and offline;commodity circulation processing is slow.After diagnosing the problem of e-commerce marketing product allocation,it is found that: e-commerce marketing products are not properly configured;e-commerce marketing product configuration lacks core.Diagnosing online marketing symptoms for Li Ning's online marketing problem diagnosis: refactoring online product marketing strategy;online sales and offline sales product pricing differentiation;using online marketing to promote offline sales;building their own perfect line On the promotion system.The treatment of electronic advertising and online promotion of illness: improve the arrival rate of electronic advertisement push;improve the strength and effect of Li Ning's promotion in the network,strengthen brand exposure;and enhance viral marketing.Treatment of disorders with inaccurate product positioning: development of core products;re-marketing.Healing the symptoms of online and offline channel conflicts: combing online and offline marketing relationships;refactoring online and offline channels.The treatment of improperly configured diseases of e-commerce marketing products: rational distribution of online and offline marketing products;online and offline marketing products for category distribution.