Research On The Relationship Between Li Ning Sports Goods Marketing Strategy And Consumer Behavior In Shangha

Research purposes: China’s sports goods industry started in the 1980 s,with Putian,Fujian,as the representative of the international well-known brand OEM.In1990,China’s first sporting goods company,Li Ning,was established.As a domestic sporting goods,Li Ning has always been favored by consumers with a unique marketing approach.However,since the impact of the COVID-19 at the end of 2019,people’s lifestyle has been broken,consumer behavior has also been affected,and the sporting goods industry has been greatly impacted.In this era,as a national enterprise,Li Ning Sports Goods Company should also adjust the corresponding marketing strategy.Based on the current marketing strategy of Shanghai Li Ning Sports Goods and the characteristics of Shanghai residents’ consumption behavior,this study explores the relationship between them and provides some suggestions for the marketing strategy of Shanghai Li Ning Company.Research methods: This paper takes 8 Li Ning stores in Shanghai as the survey objects,and uses the literature method to consult relevant literature from CNKI and Weibo as the basic theory of this article.The interview method was used to interview the staff of Li Ning and obtain relevant information of Li Ning Company.A total of640 questionnaires were distributed to Li Ning’s sporting goods consumers.The questionnaire includes: demographic characteristics of consumers,consumer sports preferences,consumer behavior,and consumer perception of marketing strategies.Then the author uses mathematical statistics to process the data obtained.SPSS25.0software was used for exploratory factor analysis and one-way ANOVA of the data obtained;In addition,AOMS24.0 was used for confirmatory factor analysis and structural equation model verification and correction;Use EXCEL to carry out difference analysis and descriptive analysis.Research results:Current situation of marketing strategy: the profitability of sales performance is low,and the business belongs to a flat organizational structure;The product strategy mainly adopts the product portfolio strategy and product development strategy,and the product lacks localization;The price strategy adopts differentiation pricing strategy and mantissa pricing strategy,but the online price and offline price of the same product are inconsistent;In terms of marketing strategy,it mainly focuses on celebrity endorsement,local tourist attractions and local basketball team association;In terms of channel strategy,Shanghai is dominated by direct store sales channels,and few dealers participate in offline sales;In terms of process strategy,Shanghai Li Ning Sports Goods Business Department is responsible for the link from offline stores to consumers.Offline stores have no independent choice in price regulation,activity development and product selection.In terms of material environment,consumers are greatly affected by the epidemic.Consumer behavior: in the demographic indicators,the difference between consumers of different ages who first choose Li Ning for the next purchase of sports goods is 0.291>0.05,which is not statistically significant;The difference between disposable income and Li Ning’s sports goods that I often buy is 0.24>0.05,with no statistical difference;Li Ning’s difference is the first consideration of different occupations for the next purchase of sports goods,which is very significant;The P value of the difference between the education level and the first choice of Li Ning for the next purchase of sports goods is 0.001 < 0.01,which is very significant;Li Ning’s differences are significant in different sports events for the next purchase of sports goods.Through structural equation model analysis,the four assumptions of price factor,product factor,promotion factor and material environment are established(p<0.001).The three assumptions of process factor,channel factor and personnel factor are invalid.The marketing strategies that affect the consumer behavior in Shanghai include product strategy(product technology level,appearance design,quality,after-sales guarantee),price strategy(cost performance ratio,pricing,premium level,discount strength),promotion strategy(advertising,sponsorship,celebrity endorsement,publicity activities),and physical environment(store location,store sign,epidemic prevention measures,and external packaging).Process strategy,channel strategy and personnel strategy have no influence.Research conclusion: The profitability of sports goods in Shanghai Li Ning needs to be strengthened,the education level of its staff needs to be improved,and the intensity of the combination of marketing strategies and localization needs to be strengthened.The majority of consumers are young men.Consumers participate in more popular sports.Consumers who participate in sports are more inclined to buy Li Ning’s products again and are willing to recommend their products to people around them.Price strategy,product strategy,promotion strategy and material environment have a significant impact on consumer behavior.