第一篇：李寧公司市場營銷分析英文版

The report of International marketing research

Introduction

Company profile

Li ning company was established in 1990, after twenty years of exploration, has gradually become the representatives of China sports brand company.LI NING company to take multiple brand business development strategy, In addition to own core LI NING brand, also has LOTTO, AIGLE, Z-DO.In addition, li ning company holding stake in Shanghai fortune, KaiSheng sports.Research background

Start from the end of 2010, li ning company stock is heavy selling, according to the 2011 li ning company's annual financial statements show that net profit fell 65.2% to 386 million yuan, the income decreased by 5.8% to 8.929 billion yuan.After the replacement Logo two years, li ning company's share price fell more than 70%, lost the first local sports brand position

Research objective:

1, In the face of the fierce market competition pattern, li ning company will brand positioning in the “Service for the generation after 90 s”, and make efforts to expand the advantage products in youth consumer groups, with the sales promotion form to the brand new integration.2, Understanding customer value sports clothing, shoes, what function and appearance, price, service, etc.;Know the customers in the purchase, sales promotion activities on purchase behavior influence, know the customers on the material, technology and manufacturing technology innovation recognition degree, and the consumer background characteristics make analysis.3, By consolidating the domestic market, and gradually developing the international

market.Question 1

1)Company have development center and certain research and development ability, but product development mainly focus on design and style, in the core technology research and development on the inadequate investment.2)Product movement series level is relatively low.Solutions

1)Increase the movement of the science and technology research and development investment

2)Strengthening the movement of products series of force

Question 2The core consumers agingProduct positioning bias leisure, lack of professional sports attributeAffinity as brand personality not cater to and satisfy the young consumers demands4 Marketing to traditional media advertising method is given priority to

Solutions

1)Positioning 15-25 years old young consumers

2)Desalination on product and leisure publicity and promotion, shaping professional sport product image

Shaping motion, personality, successful brand personality

3)Adopting appropriate advertising spokesperson

4)Increase in sports marketing

Question 3.Introduce the actual function, technical features to attract consumer advertising too little.Solution

In the near future, to introduce the product function of advertising give priority to, complementary with simple slogan class propaganda forms of advertising.4Ps strategies in international marketing

Product

Product positioning: core consumer aging, product positioning deviation leisure, lack of professional sports properties, affinity.As a brand, individual character not cater to the young consumer demand and satisfaction.Product brand: “everything is possible”, li ning company will “brand internationalization strategy agenda, LiNingRen mentioned” internationalization “as a clear direction for the internal behavior of the process, but is not a simple goal or the iconic symbol.August 14， China's famous sports brand li ning and NBA star o 'neal signed in Beijing.The company in order to let NBA star to be their spokesman,spent total of $10 million

Price

The price is an important means of market competition, is the only factor of generating income.This brand li ning also not directly according to the high price strategy, but the price is reasonable, so many students can buy, make their own product is popular, very suitable for China's market demand.Place

Enterprise have channel resources to participate in market competition has become

the key to obtain competitive advantage resources.Li ning company began to establish its own sales and marketing network, agents mainly contest system is given priority to, build up rapidly across the country to join chain monopoly system.”Li ning“ early began to channel adjustment, li ning company in addition to request the dealer must open stores outside, the company also take great effort for the dealer to do training for dealers, cultivate qualified manager.At the same time, ”li ning“ himself in the construction of stores.Basically in each store, ”li ning“ will be according to the importance of technology and complexity, through the functional advertising and sales to customers the POP detailed communication and described;Product plate also have the technology in detail and interpretation.These small changes, is slowly in the consumers' mind, begin to form li ning brand high science and technology content and professional image.In fact, by the end of 2004, ”li ning" shop the total number of 2887 rooms, among them, the franchise dealers business retail outlets between 2526 and 120 retail stores operating rooms and self-supporting special counters between 241.In addition in Beijing and Shanghai gold section of opened three stores and large display and decorating modern flagship store.By 2005, the image of these stores, has been going on for the fourth upgrade to comply with the new development trend.Li ning company and Germany SAP company cooperation, the establishment of the international synchronization with the advanced ERP(Enterprise Resources Planning, Enterprise resource Planning);A year later, li ning in Spain, Greece, France and other European countries and develop their franchise dealers;In 2001, li ning company first overseas image store in Spain Santander(Santander)was founded;In the same year, li ning and France, Italy's top fashion designer signing, clothing design began to catch up with international trends...Li ning company's sales network a certain scale, although the network quality(such as shops position, sales, etc.)is uneven, but has a solid foundation: network coverage,full, can radiation national main area;Retail terminal various formats;Network localization degree is high, the most familiar with local market by local management;The dealer after years of cultivation, relative stability, the li ning brand loyalty high;Channel improved foundation is good, quick first step, secondary input low, channel transverse broaden the channels, the longitudinal extension, permeability is good, the diversification of channel more compatible products category.Promotion

Promotion of marketing mix is one of the important content, promote enterprise complete business objectives.Marketing to traditional media and emotion type advertisement mode is given priority to.In advertising, li ning company has launched a series of lining for improve the product function understanding of advertising, it all in the Chinese market has made encouraging market reaction.Li ning company was set up in the first 10 years, li ning has been mainly rely on sponsoring the Chinese delegation to attend the Olympic Games, Asian games and the Chinese gymnastics team won the good reputation for himself.In other words, the Chinese Olympic delegation, the Asian games and the Chinese gymnastics team delegation is li ning image endorsement.And li ning's international brand the breakthrough from 2000 sponsorship gymnastics association started, two years later, li ning sponsorship Spanish women's basketball team to participate in the 14th world women's basketball team championship provide a decent even body.Two years ago the Olympic Games, li ning sponsored a Spanish men and women basketball team.Last year, li ning and signing NBA, become the NBA market partners.NBA become the image of li ning in fact speak.In January, li ning and NBA famous Cleveland

cavaliers guard Damon Jones signing.On Friday，Li ning brand became the first Chinese sports brand in NBA.Soon, li ning and signed with shaq.It is understood that the li ning has been pursuing another two NBA superstar, dwyane wade and Ben Wallace, and li ning company has also aim at the men's tennis star.Research results

Li ning company, overseas sales basic no improvement, is still in the preparatory stage.Although the Chinese market is the international brand will struggle of the land, but with the domestic sports brand boss position cannot match, li ning currently about 99% of the turnover in the domestic market and overseas market accounted for only 1% of the total sales to li ning.This embarrassing data illustrate the li ning in the international market vulnerable, must increase brand into, make brand internationalization, let everyone recognized, in order to earn more brand added value.High, low product collocation, adhere to the distribution and innovation route.

第二篇：李寧公司市場營銷分析中文版

大家早上好，在演講前，先由我來介紹一下我們這一組的成員，我們這組的成員有XXXXXXXX

我們的市場調(diào)研報告是關(guān)于李寧公司的 首先

由我來做一個公司簡介

李寧公司成立于1990年，經(jīng)過二十年的探索，已逐步成為代表中國的、國際領(lǐng)先的運(yùn)動品牌公司。李寧公司采取多品牌業(yè)務(wù)發(fā)展策略，除自有核心李寧品牌（LI-NING），還擁有LOTTO、AIGLE、Z-DO。此外，李寧公司控股上海紅雙喜、全資收購凱勝體育。

接下來是調(diào)研背景

從2010年底開始，李寧公司股票被大量拋售，據(jù)2011年李寧公司的財務(wù)報表顯示，凈利潤下降65.2%至3.86億元，收入減少5.8%至89.29億元。在更換Logo后兩年里，李寧公司股價下跌超過70%，失去本土第一體育品牌的位置

這次調(diào)研的目的是：

1、面對日益激烈的市場競爭格局，李寧公司將品牌定位在“服務(wù)90后新一代”努力擴(kuò)大優(yōu)勢產(chǎn)品在青年消費(fèi)群體中的銷售業(yè)績，以促銷形式對整個品牌的重新整合。

2、了解顧客看重運(yùn)動服飾,鞋子的哪些功能，以及外觀、價格、售后服務(wù)等；了解顧客在購買時，促銷活動對購買行為的影響，了解顧客對材料，技術(shù)和制造工藝創(chuàng)新的認(rèn)可程度，并對消費(fèi)者背景特征做出分析。

3、通過鞏固國內(nèi)市場，逐漸發(fā)展國際市場。接下來由組員XX來繼續(xù)介紹

———————————————— 調(diào)研發(fā)現(xiàn)的問題有三 問題1 1）公司擁有開發(fā)中心和一定的研發(fā)能力,但產(chǎn)品研發(fā)主要集中在

款式和樣式上,在核心技術(shù)研發(fā)上投入不足

2）產(chǎn)品的運(yùn)動系列化程度較低

解決方法

1)加大運(yùn)動科技的研發(fā)投入力度

2)加大產(chǎn)品的運(yùn)動系列化力

問題2 1核心消費(fèi)群老化

2產(chǎn)品定位偏向休閑,缺乏專業(yè)運(yùn)動屬性

3親和力作為品牌個性沒有迎合和滿足年輕消費(fèi)者訴求 4營銷推廣以傳統(tǒng)媒體廣告方式為主

解決方案

1)定位15-25歲年輕消費(fèi)者

2)淡化對產(chǎn)品休閑性的宣傳和推廣,塑造專業(yè)運(yùn)動品形象

塑造運(yùn)動的,個性的,成功品牌個性

3)采用合適的廣告代言人

4)加大運(yùn)動營銷投入 問題3。

通過介紹產(chǎn)品實(shí)際功能、技術(shù)特點(diǎn)來吸引消費(fèi)者的廣告太少。解決方案

在不久的將來,介紹產(chǎn)品功能的廣告為主,輔以簡單的口號類宣傳的廣告形式。

先來說說 產(chǎn)品

企業(yè)的一切經(jīng)營活動都是圍繞著產(chǎn)品進(jìn)行的，即通過及時、有效地提供消費(fèi)者所需要的產(chǎn)品而實(shí)現(xiàn)企業(yè)的發(fā)展目標(biāo)。產(chǎn)品定位：核心消費(fèi)群老化，產(chǎn)品定位偏向休閑，缺乏專業(yè)運(yùn)動屬性，親和力作為品牌個性沒有迎合和滿足年輕消費(fèi)者需求。產(chǎn)品品牌：“一切皆有可能”，李寧公司將“品牌國際化”提到了戰(zhàn)略議程上，李寧人把“國際化”看作是一種有明確方向的內(nèi)在行為過程，而并非是一個簡簡單單的目標(biāo)或標(biāo)志性的符號。8月14日，中國知名體育品牌李寧與NBA巨星奧尼爾在北京簽約。前者花了1000萬美元獲得了奧尼爾在中國國內(nèi)的代言權(quán)。

價格

價格是市場競爭的重要手段，也是唯一產(chǎn)生收入的因素。李寧這個品牌也沒有直接按高價格策略來，而是價格比較合理化，這樣很多學(xué)生都可以買，使得自己的產(chǎn)品比較大眾化，非常適合于中國的市場需求。下面由組員XX來補(bǔ)充

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渠道

企業(yè)所擁有的渠道資源已經(jīng)成為參與市場競爭獲取競爭優(yōu)勢的關(guān)鍵資源。李寧公司開始建立自己的營銷網(wǎng)絡(luò)，代理商主要以體委系統(tǒng)為主，在全國迅速建立起加盟連鎖專賣體系。“李寧”早期就開始了對渠道的調(diào)整，李寧公司除了要求經(jīng)銷商必須開專賣店以外，公司還花大力氣為經(jīng)銷商做培訓(xùn)，為經(jīng)銷商培養(yǎng)合格的店長。同時，”李寧”自己也在建設(shè)專賣店。基本上在每個專賣店，”李寧”都會根據(jù)技術(shù)的重要性和復(fù)雜性，通過功能性廣告和售店內(nèi)POP向客戶進(jìn)行詳細(xì)的溝通和闡述；產(chǎn)品的標(biāo)牌也有對技術(shù)進(jìn)行詳細(xì)說明和解釋。這些微小的變化，都慢慢在消費(fèi)者心目中，開始形成李寧品牌科技含量高及專業(yè)化的形象。實(shí)際上，到2004年底，”李寧”的店鋪總數(shù)量達(dá)2887間，其中，特許經(jīng)銷商經(jīng)營零售門市2526間，自營零售店120間和自營特約專柜241間。此外在北京及上海之黃金地段開設(shè)了三間店面較大及陳列及裝修現(xiàn)代化的旗艦店。而到2005年，這些店面的形象，已經(jīng)進(jìn)行了第四次升級，以符合新的發(fā)展潮流。

李寧公司與德國SAP公司合作，建立了與國際同步的先進(jìn)的ERP系統(tǒng)（企業(yè)資源計劃）；一年后，李寧在西班牙、希臘、法國等歐洲9國拓展了自己的特許經(jīng)銷商；2001年李寧公司的第一家海外形象店在西班牙桑坦德成立；同年，李寧與法國、意大利的頂級服裝設(shè)計師簽約，服裝設(shè)計開始趕超國際潮流.李寧公司的銷售網(wǎng)絡(luò)初具規(guī)模，雖然網(wǎng)絡(luò)的質(zhì)量（如商鋪位置、銷售額等）參差不齊，但是已有了相當(dāng)扎實(shí)的基礎(chǔ)：網(wǎng)絡(luò)覆蓋面大、全，能輻射全國主要區(qū)域；零售終端業(yè)態(tài)多樣；網(wǎng)絡(luò)本地化程度高，由最熟悉本地市場的本地人經(jīng)營；經(jīng)銷商經(jīng)多年培育，相對穩(wěn)定，對李寧牌忠誠度高；渠道改良的基礎(chǔ)好，起步快、二次投入低，渠道的橫向拓寬，渠道的縱向延伸、滲透都很好，渠道的多元化兼容多品類產(chǎn)品。

再來說一下促銷

促銷是市場營銷組合中的一項(xiàng)重要內(nèi)容，促進(jìn)企業(yè)完成經(jīng)營目標(biāo)。營銷推廣以傳統(tǒng)媒體和情感型廣告方式為主。，在廣告方面，”李寧”推出了系列針對提升大眾對“李寧牌”的運(yùn)動產(chǎn)品及新型專門鞋類系列的功能性廣告，2004年4月推出以“李寧帶給中國運(yùn)動飛的力量”為主題之全新廣告系列及“一切皆有可能”的品牌理念，這一切在中國市場都取得了令人鼓舞的市場反應(yīng)。

李寧公司成立的最初10年，李寧一直主要依靠贊助中國代表團(tuán)參加奧運(yùn)會、亞運(yùn)會以及中國體操隊(duì)為自己贏得良好的口碑。換句話說，中國奧運(yùn)會代表團(tuán)、亞運(yùn)會代表團(tuán)以及中國體操隊(duì)就是李寧的形象代言。

而李寧的國際化品牌突破則是從2000年贊助體操協(xié)會開始的，兩年后，李寧為西班牙女籃參加第14屆世界女籃錦標(biāo)賽提供一體連身比賽服。兩年前的奧運(yùn)會，李寧贊助了西班牙男女籃球隊(duì)。去年初，李寧與NBA簽約，成為NBA官方市場合作伙伴。NBA成為李寧事實(shí)上的形象代言。今年1月，李寧與NBA克里夫蘭騎士隊(duì)著名后衛(wèi)達(dá)蒙?瓊斯簽約，達(dá)蒙?瓊斯穿著李寧戰(zhàn)靴征戰(zhàn)NBA。李寧品牌成為第一個出現(xiàn)在NBA賽場上的中國體育品牌。很快，李寧又與奧尼爾簽約。據(jù)了解，李寧已經(jīng)盯上另外兩名NBA巨星——韋德和本?華萊士，并且李寧公司也已經(jīng)瞄準(zhǔn)世界男子網(wǎng)球明星。最后由組員XX來做一個調(diào)研結(jié)果總結(jié)：

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李寧公司海外銷售基本沒什么起色，仍處于準(zhǔn)備階段。盡管中國市場是國際品牌必爭的寶地，但與國內(nèi)運(yùn)動品牌老大的地位極不相稱的是，李寧目前約99%的營業(yè)額在國內(nèi)市場，海外市場僅占到李寧總銷售額的1%。這個尷尬的數(shù)據(jù)說明了李寧在國際市場的弱勢，必須加大品牌投入，使品牌國際化，讓大家認(rèn)可，以賺得更多的品牌附加值。高，低端的產(chǎn)品搭配，堅(jiān)持走分銷和創(chuàng)新路線。

謝謝大家耐心聽我們的市場調(diào)研，我們的演講結(jié)束了，還有其他問題嗎？謝謝再見

第三篇：分析李寧公司

競爭環(huán)境：在我國的高端市場與低端市場存在較大的差別。在高端市場，消費(fèi)者更注重品牌影響力以及品牌產(chǎn)品的時尚性、專業(yè)性，產(chǎn)品價格較高，利潤較大，但是進(jìn)入高端市場的壁壘過高，而且替代產(chǎn)品很少。在高端市場，目前還沒有哪個公司完全壟斷，“耐克”和“阿迪達(dá)斯”一直在進(jìn)行激烈的競爭，“李寧”也開始進(jìn)軍高端市場，高端市場的競爭將會更加激烈。

一．“李寧”體育用品公司的競爭優(yōu)勢分析

1.品牌優(yōu)勢

“李寧”公司經(jīng)過十幾年的經(jīng)營已經(jīng)具有一定的品牌影響力，通過其特有的“草根”式營銷方式，并借助2008年北京奧運(yùn)會的機(jī)會使得“李寧”品牌有了一定得知名度。其獨(dú)特的“東方特色”特點(diǎn)以及其“運(yùn)動休閑”的差異化定位使其擁有了不同于“阿迪達(dá)斯”、“耐克”的獨(dú)特的品牌文化和內(nèi)涵。

2.價格優(yōu)勢

“李寧”雖然具有很高的品牌影響力，但是其價格定位一般在100元到400元之間，主要是滿足二、三線城市中等收入人口的需要。與“耐克”、“阿迪達(dá)斯”的高價位相比具有一定的價格優(yōu)勢。

3.本土優(yōu)勢

“李寧”作為中國的本土企業(yè)，與“耐克”、“阿迪達(dá)斯”相比具有一定得本土優(yōu)勢。首先，沒有文化差異，在與消費(fèi)者溝通上沒有太大的障礙；其次，作為中國本土企業(yè)，在一些時候，政府制定的政策對于“李寧”有利；并且，對于中國體育用品市場更加熟悉，更能掌握市場命脈，能夠根據(jù)市場變化準(zhǔn)確的采取措施來應(yīng)對。

4.銷售優(yōu)勢

“李寧”的主要市場是中國的二、三線城市，市場覆蓋面相對于“耐克”、“阿迪達(dá)斯”等國際品牌更廣。在銷售渠道上采用在區(qū)域市場內(nèi)建立子公司來進(jìn)行代理的方法，分銷商直接由子公司控制，渠道寬度較窄，有助于更準(zhǔn)確的獲取銷售信息。在分銷商方面，同一區(qū)域市場里只選擇一家經(jīng)銷商，有助于進(jìn)行銷售管理。物流速度快，“李寧”產(chǎn)品的全國在途分撥時間為4.5天，這使得“李寧”在貨物供應(yīng)速度上具有很大優(yōu)勢。

5.差異化優(yōu)勢

“李寧”的“運(yùn)動、休閑”的差異化的定位使得“李寧”避開了與“耐克”、“阿迪達(dá)斯”在專業(yè)化產(chǎn)品領(lǐng)域的正面競爭。并且，“李寧”中國文化特色的設(shè)計風(fēng)格更容易與“耐克”、“阿迪達(dá)斯”區(qū)分開來，更容易讓中國消費(fèi)者接受。

6.公司銷售額穩(wěn)步增長

在1997年以前，“李寧”公司的銷售額幾乎以每年100%的比例增長，在2000年以后，“李寧”公司的年銷售額增長率也幾乎年年都在20%以上，高于中國體育用品市場平均增長率，帶動體育用品市場的發(fā)展。

二．“李寧”體育用品公司的競爭劣勢分析

1.公司實(shí)力不足。“李寧”公司雖然現(xiàn)在市值已經(jīng)位居全球體育用品行業(yè)的第四位，但是與前三名的差距仍然很大。“耐克”市值為320.39億美元位列第一，“阿迪達(dá)斯”位列第二，市值為153.64億美元。

2.產(chǎn)品庫存周轉(zhuǎn)速度慢。在庫存周轉(zhuǎn)上，“李寧”與“耐克”和“阿迪達(dá)斯”有著很大的差距。“耐克”的平均庫存周轉(zhuǎn)天數(shù)為84天，而“阿迪達(dá)斯”則為64天。在2003年，“李寧”公司的庫存周轉(zhuǎn)天數(shù)為161天。這就意味著“李寧”公司的存貨占有更大的資金，影響著現(xiàn)金流動和資本回報率。也就是說，“李寧”的資金使用效率只有“耐克”和“阿迪達(dá)斯”的一半。雖然經(jīng)過一系列的措施，“李寧”的庫存周轉(zhuǎn)速度有所提高，但121天的庫存周轉(zhuǎn)天數(shù)仍然不能與“耐克”、“阿迪達(dá)斯”相比。

3.產(chǎn)品研發(fā)力度不夠。雖然“李寧”最初定位是不同于“阿迪達(dá)斯”、“耐克”的“運(yùn)動休閑”定位，但是隨著消費(fèi)者自發(fā)運(yùn)動意識的提高，“李寧”也開始進(jìn)軍專業(yè)化領(lǐng)域。在專業(yè)化領(lǐng)域的競爭中，“李寧”產(chǎn)品與“耐克”、“阿迪達(dá)斯”出現(xiàn)差距。“李寧”的專業(yè)產(chǎn)品仍然停留在對于運(yùn)動員比賽中的保護(hù)上。而其競爭對手“耐克”、“阿迪達(dá)斯”卻已經(jīng)將目光放在了體育裝備對于運(yùn)動員在比賽中發(fā)揮的影響上，如何提高運(yùn)動員在比賽中的成績成為了他們的主要目的。

4.廣告宣傳力度不夠。與“耐克”、“阿迪達(dá)斯”的明星廣告相比，“李寧”的草根式推廣策略不能吸引消費(fèi)者的目光。明星上的欠缺可能會使得“李寧”的知名度不如另外兩個競爭對手，同時讓人對其產(chǎn)品的專業(yè)化力度不能產(chǎn)生足夠的信任，并且，缺少明星的“李寧”更不能吸引一部分追求明星的青年消費(fèi)者。

5.品牌影響力不夠。“耐克”跟“阿迪達(dá)斯”兩家公司都已經(jīng)擁有了40多年的發(fā)展歷史，其品牌知名度遠(yuǎn)遠(yuǎn)大于“李寧”品牌。這使得“李寧”必然會喪失一部分以追求名牌效應(yīng)為目的的消費(fèi)者。

6.品牌個性不明顯。“李寧”雖然以“親和、榮譽(yù)、民族的”為其品牌個性進(jìn)行宣傳，但是，大多數(shù)消費(fèi)者無法對“李寧”的品牌個性進(jìn)行描述。

企業(yè)內(nèi)部條件：“李寧”體育用品公司面臨的威脅分析

1．外包生產(chǎn)方式上的缺陷。“李寧”公司的產(chǎn)品都采用外包生產(chǎn)的方式來生產(chǎn)，其主要生產(chǎn)工廠都在中國本土。隨著經(jīng)濟(jì)的發(fā)展，中國的勞動力價格也在增加，這必然會使“李寧”要在產(chǎn)品生產(chǎn)上付出更多的資金。另外，在產(chǎn)品質(zhì)量上，外包生產(chǎn)的方式也很難控制。

2．分散市場的風(fēng)險能力較弱。“李寧”公司市場主要在中國大陸，其外包商也在中國大陸，這使得“李寧”應(yīng)對中國市場變化的能力較弱。

3．產(chǎn)品組合寬度過廣，資金不能集中在優(yōu)勢項(xiàng)目上。“李寧”為了開展多品牌戰(zhàn)略，擴(kuò)大其產(chǎn)品組合寬度，這使得“李寧”公司要拿出更多的資金來運(yùn)轉(zhuǎn)各個生產(chǎn)線。過多的資金用于其它產(chǎn)品生產(chǎn)線必然會使主要產(chǎn)品生產(chǎn)資金不足，影響產(chǎn)品研發(fā)力度以及產(chǎn)品生產(chǎn)。

“李寧”公司經(jīng)過十幾年的發(fā)展，通過各方面的努力與探索，確定了獨(dú)特的市場定位與目標(biāo)市場，在分銷方式上，也創(chuàng)立了獨(dú)特的分銷管理方式，特別是其本土化優(yōu)勢，這是一些外來企業(yè)所不能具備的優(yōu)勢。而公司的劣勢則可以從產(chǎn)品研發(fā)、渠道、客戶等方面逐一加以改進(jìn)。總的來說，“李寧”公司優(yōu)勢強(qiáng)與劣勢。

在機(jī)會與威脅上，我們認(rèn)為“李寧”公司面臨的威脅要略大于機(jī)遇。隨著外來強(qiáng)勢公司進(jìn)軍中國市場，“李寧”面對的不僅僅是國內(nèi)的本土企業(yè)，更多的體育用品巨頭開始于“李寧”公司展開正面的市場爭奪。雖然“李寧”牢牢的控制著二、三線城市的中檔體育用品市場，但是，其中檔產(chǎn)品形象以及低價格的定位對于“李寧”進(jìn)軍一線城市市場有很大的阻礙。同時，很多國內(nèi)品牌也開始注重品牌策略，很多國內(nèi)品牌也開始進(jìn)軍中檔市場，使“李寧”公司處于背腹受敵的境地。所以，“李寧”在進(jìn)一步制定營銷策略的時候，必須充分抓住市場機(jī)會，發(fā)揮自身的優(yōu)勢，改進(jìn)以往的不足，從而應(yīng)對更加激烈的市場挑戰(zhàn)。

供應(yīng)商：供應(yīng)商議價能力分析

供應(yīng)商議價力量會影響產(chǎn)業(yè)的競爭程度，當(dāng)存在大量的供應(yīng)商、好的替代產(chǎn)品少、或者改用其他產(chǎn)品的轉(zhuǎn)換成本很高時更是如此。

總的來說，李寧供應(yīng)商的議價能力相對較弱，以下將分別從兩個方面進(jìn)行分析：李寧公司供應(yīng)商選擇策略

1．建立供應(yīng)商評估制度。

李寧對技術(shù)、開發(fā)、材料、業(yè)務(wù)、QC(品質(zhì)控制)、質(zhì)量管理六個部門各建立了一個表格進(jìn)行打分，對供應(yīng)商的良品率、返工率、成本結(jié)構(gòu)等環(huán)節(jié)定期進(jìn)行評估，供應(yīng)商的表現(xiàn)有了量化的分析，業(yè)績好壞一目了然，他們心里也有了譜，知道該從哪個環(huán)節(jié)進(jìn)行改進(jìn)。

2.使用供應(yīng)商的退出機(jī)制。

以此來形成供應(yīng)商系統(tǒng)的優(yōu)勝劣汰和良性循環(huán)。退出機(jī)制仍是依據(jù)數(shù)據(jù)分析進(jìn)行的，將交貨率、良品率、品質(zhì)穩(wěn)定性、耒來可發(fā)展性以及李寧在客戶中的排名等各項(xiàng)指標(biāo)的KPI都擺出來，與供應(yīng)商進(jìn)行協(xié)商對比，達(dá)成共識后就啟動退出程序。第一步退出開發(fā)人員，第二步退出技術(shù)，第三步退出QC，最后結(jié)帳。

3．選擇適當(dāng)規(guī)模的供應(yīng)商。

李寧的物流供應(yīng)商都是中等規(guī)模的物流公司，這主要是從受重視程度方面來考慮的。大規(guī)模的物流公司操作上有欠靈活，而且層層管理，管理力度上不夠。費(fèi)用高不說，李寧期望的受重視程度也不盡如人意。而選擇中等規(guī)模的物流公司，李寧就可以理直氣壯的要求貨物的首發(fā)地位。現(xiàn)在李寧的物流分撥效率是3天，比專業(yè)的物流公司還快，在業(yè)內(nèi)相當(dāng)有名。

4.整合行業(yè)最好資源，發(fā)揮整條供應(yīng)鏈最大效率。

李寧公司有100多個供應(yīng)商，為了實(shí)現(xiàn)品牌專業(yè)化的發(fā)展目標(biāo)，李寧公司很強(qiáng)調(diào)供應(yīng)商的研發(fā)方向是否和自己一致，他們會給供應(yīng)商灌輸專業(yè)的市場化需求趨勢，以保證產(chǎn)品在研發(fā)和制造環(huán)節(jié)的專業(yè)化。李寧公司正在尋求一種新的供應(yīng)鏈的管理系統(tǒng)(SCM)思路，實(shí)現(xiàn)包括原材料供應(yīng)商、OEM工廠、輔料工廠以及物流供應(yīng)商在同一個網(wǎng)絡(luò)平臺上交流信息的構(gòu)想。

運(yùn)動品牌行業(yè)供應(yīng)商現(xiàn)狀

1.存在大量同類供應(yīng)商，競爭壓力大

各體育服飾廠家競爭的焦點(diǎn)已顯端倪，主要體現(xiàn)在以下幾個方面：

（1）產(chǎn)品的種類。這包括兩方面：一是，運(yùn)動鞋、運(yùn)動服、背包、帽子、以及其他運(yùn)動配件等在內(nèi)的多元化方面；二是，各產(chǎn)品的專業(yè)化方面，比如運(yùn)動服和運(yùn)動鞋的專業(yè)化。這是處在整個面的層面上橫向布局的競爭。

（2）同種產(chǎn)品的專業(yè)性細(xì)化和品牌差異化定位。這些方面是處于線的層面上縱向定位的競爭。

（3）渠道上的競爭。傳統(tǒng)渠道同質(zhì)化的弊端使得廠商的競爭轉(zhuǎn)移到終端上，造成各廠家都致力于開設(shè)自己的專賣店、店中店、專柜等。

2.原材料容易替代，轉(zhuǎn)換成本較低

因?yàn)榇蠖鄶?shù)運(yùn)動服飾及鞋產(chǎn)業(yè)的原材料都是同質(zhì)的，因此要更換供應(yīng)商或者同時擁有多家供應(yīng)商較為容易且周轉(zhuǎn)費(fèi)用不高。

從以上兩方面的分析可以看出，李寧公司在供應(yīng)商的選擇方面具有相對的優(yōu)勢，其供應(yīng)商的議價能力較弱，使得李寧公司有機(jī)會從中節(jié)約成本，提高收益。

第四篇：市場營銷 分析可口可樂公司 英文

1.Introduction

Every company has their own questions about how to run it, how to manage the staff, how to attract customers and how to make profits.The proposal is aim to increase the business of the Mountain High Hotel Complex’s business during traditionally off-season, which is spring and autumn.While this thing is not easy enough as the hotel thought.The general manager was opinion that the way forward was to promote a culture of customer care, for all customers, amongst the staff at the hotel.The report will tell us what factors lead to the results and why we must make the decision of build a culture of customer care.If the company will implement the business plan in the proposal, it is suppose to benefit the company in terms of potentially increased sales over competitive models as well as a potential increase in activity sales.The business plan will also benefit customers as well as to increase profits if it increases the business during off-season.2.Procedures In order to improve the business at the Mountain High Hotel Complex during Spring and Autumn, Alice would like to increase the middle-aged customer.In order to ameliorate a number of activities to make the middle-aged customers to be able to participate, Alice did some investigation.Alice adjustment exercise equipments to better meets the needs of the middle-aged customers.After Alice started her new job for a month, she hold a staff meeting and expressed her new ideas, she would like to find ways on how to increase hotel business in the off-peak season.After some further discussion amongst the staff, below are some findings from staff’s view.3.Findings Section A

In the Mountain High Hotel Complex, Some department managers, shop attendant and skiing, mountain climbing employees for the internal customer.Hotel shops are to be sold something customers are external customer.Those who frequently come to the hotel during summer and winter are young people, who come for mountain bike ride and ski.However, Alice hoped to attract middle-aged to increase the hotel business of these customers that are potential customer.Excellent customer care factors are individuality, efficiency, politeness, reliability, friendliness, flexibility, honesty and communication.There are some factors contribute to excellent customer care, while the internal customers of the hotel neglected some factors, for example, individuality.People are individuals, everyone needs to feel his individual needs are understood and are being met.But all of the programme of our complex are suit for the younger clientele, they could skiing in the winter and biking in the summer, while there has little programme for every customer, this is why the middle-aged customer did not come to our complex.Soundly, the staffs need to be flexible in their approach to their jobs.The fitness centre is an example.It could offer more sedate exercise programme that would appeal to those who perhaps enjoyed walking in the countryside rather than the more dynamic needs.Thirdly, the staff should be friendly.For example, for the first-time customers, if the customer can feel the staff's warm service, then these customers may come back to this hotel;slowly become the hotel's loyal customers in the future.At the same time, the manager discovered that Communication is an important factor in the staff jobs.It could help the staff understand what the customer wants and needs.The hotel believes that staff should promptly communicate with customers and other staff.Staff must first listen to customers on the various views and be open-minded with acceptance on different customers.Staff would also like to talk with the boss to respond on customer’s recommendations.In view of the above four points, the manager thinks staff should also be efficient.If the customer has a special request, staffs must be prompt in providing their services, and also to follow the company’s rules to best satisfactory the customers.The higher the efficiency in solving the problems, the more satisfied customers will increase, which will increase the business of the hotel.Service knowledge is divided into internal resources and external resources.Companies should train employees to be knowledgeable on their work, in order to give their customers the best services.For which, training is important to train staff on product knowledge and work skills, because employees have to deal with ever-changing customer needs, so service knowledge is very important.To be able to help customers, employees should attend more training seminars in order to understand company products, the company should organize more competitions to encourage employees to better understand the products, and to use fully of the company resources.As far as the customer is concerned, the staffs are the expert on the product or service being sold, therefore, product knowledge is essential.In the fitness centre, there must be more equipment for all kinds of sports, also the exercise suit for the mature clientele.As a knowledgeable staff, the most important is professional development.To the hotel, the staffs were generally very enthusiastic about their particular area of expertise but had no interest whatsoever in anything else.The staff had little time for non-skiers in winter and mountain biking in summer, they cannot be called knowledgeable.Poor customer service will make customers think that the whole service of the hotel is not good, if not treated soon enough, it cannot meet customer expectations, customers will no longer come to this hotel, but would choose other hotel.For example, some middle-aged customers came to the hotel once, and they are no longer returned back, because the hotel's activities are not suitable for them, if the hotel’s services or activities can be improved, these middle-aged customers will more than likely to come back.In this way, the hotel will attract more business to the hotel to improve business.According to the failure of the efforts, the customer care of the hotel is existing big problem.It is easy to see that the poor service lead to the result.The manager of the sports shop has the opinion that his staff worked hard enough in the winter and summer, and they felt entitled to be able to ‘take it easy’ during the off-peak months.It must lead to the dissatisfaction of the customer in off-peak month.The impact of the dissatisfaction of the customers is that there was little evidence of any re-booking.And they would try to persuade other potential customers like the mature customers who want to join the sedate exercise programme not come to the complex.So the hotel must lose the business.The acceptable customer service could balance the needs and expectations of customers, the mature customers are maybe come to the hotel next time or every peak month.During summer and winter, there are many people to hotels for mountain bike riding and skiing, for those who love cycling and skiing, the staff is still very warm for their services, but employees do outside of work for them has been more lukewarm.Such a situation we call the acceptable customer service.In addition, if employees are always ignored everything outside of their own, and then slowly, these loyal customers also will choose another hotel, not to come back.It is obvious that the excellent customer service could bring the complex some loyalty customers;it means that the customers delight.The benefits of the customer delight are it causes new customers to come.In other words, the complex could make more profit.first because the entire hotel's environment is very important, customers who come to the hotel should feel like home the same comfortable, Second, the staff should be warm-hearted service, allowing customers to feel concerned about any time to communicate with customers, there are places where customers are not satisfied with the timely correction, so that customers feel warm, Finally, the hotel's activities should change with the seasons and customer ages, the relative changes in adjustment, employees should learn more skills, patience, counseling clients engaged in activities.So that we can beat the other hotels for customers to choose our hotel.Section B The Mountain High Hotel Complex is Flat Structure.Flat Structure is fewer levels of management and managers are given a wider span of control and authority.Top Management is Alice;Middle Management is the department manager;Employees are staffs at various departments.The advantage of this structure is that fewer layers of management, so that employers and employees can communication better, the boss can give employees a certain degree of power, so that employees under normal circumstances can solve the problem by themselves.The disadvantage of this structure is the horizontal communication is very important, however cannot meet the rapidly changing environment, because employees are not always having good idea, and may slow to implement actions.Top-Down and Bottom-Up Communication systems refers to communication flowed downwards(upwards)the layers i.e.instructions(ideas)were passed down(up)the layers.Layers of management must be taken to communicate the way a level to pass to another level, this structure to facilitate communication and fast, so favored by many companies.Top-Down and Bottom-Up Communication systems refers to communication flowed downwards(upwards)the layers i.e.instructions(ideas)were passed down(up)the layers.Layers of management must be taken to communicate the way a level to pass to another level, this structure to facilitate communication and fast, so favored by many companies.In the hotel, the top management prepared a report, and the general manager called all the middle management had a meeting to discuss how to deal with a different type of client in the quieter months of year, this is Top-Down.But there were no agreement of the idea, the general manager had to reluctantly decide to ask the staff to take some time to think about the proposals, it shown us the Bottom-Up.So it seems that both of them are important.They could help the company operate batter.They also could avoid some unreasonable ideas.The hotel would like the staff to accompany older customers to the mountains for bird watch;an employee is very opposed to.Employees should be given a certain amount of power because they are in direct contact with clients, and they also know what the customer needs.Staffs have the ability, confidence and commitment to take the responsibilities and ownership to improve process and initiate the necessary step to satisfy customer requirements within well-defined boundaries in order to achieve organizational goals.If an employee can have certain powers, be able to adapt to each customer's situation, do their job with less time wasted, less hassle and less frustration for the customer.It is not simply giving staff authority to make decisions directly relating to customers, but is about employee involvement throughout the organization.At the same time, the aftercare calls are needed.The hotel complex also should do some surveys and questionnaires to research the feelings of the customer.Such as if the program in the hotel they like, and what else do they want.In this way the hotel could know the customer needs and do some improve so that the hotel could attract more customers.Hotels can also be holiday, new and old customers to send a letter or greeting card, so that these clients will be able to think of the Mountain High Hotel Complex, so that these customers come again.4.Conclusions In the summer and winter, young people will come riding mountain bike and ski;these young people have become the hotel’s loyal customers.However the hotel’s business in the spring and autumn are very low, so Alice’s job is to improve the hotel business during the off-season.All of above are the problem of the hotel complex;the most important question is the bad relationships of the internal customers.At the same time, the staff did not know what factors could contribution to excellent customer care, and the customer care is poor.They also cannot be called knowledgeable.Therefore, building a culture of customer care is very important.5.Recommendations Based on past experience, the hotel should make proposal and make them into action on how to improve the hotel’s off-season business.In order to do this, because employees have direct contact with customers, and their opinions are reliable, important, and will finally be understand by the boss to approve a perfect solution.Alice think that during the low season hotel can carry out some preferential policies to attract customers, hotel can also be creative on activities as well as create new games, and make some small gifts, so that customers are attracted to it.Of course, these activities can not be so dramatic and achieve immediate effects, however good customer service skills and attitudes as well as customer after-care services will help the hotel business to grow in the future.The hotel should aim to build customer satisfaction in order to achieve profits.

第五篇：李寧英文簡介

* Li-Ning was launched in Sanshui, Guangdong in 1990.We have worked closely with China’s Olympic Committee since our earliest days.Committed to using our career in sporting goods to advance Chinese athletics, we have thrown our enthusiastic support behind a wide variety of athletic competitions.By 1995, Li-Ning had emerged as a frontrunner in China’s sporting goods industry.In 2005, with Li-Ning still in the lead and sales hitting record highs, we set our sights on becoming a top international brand name.The professionalism of our products is what makes us competitive in the sporting goods industry.At Li-Ning, we view product development as a never-ending competition which demands that we constantly break our old records.Back in 1998, Li-Ning became China’s first domestic company to create a design and development center for apparel and footwear.This made Li-Ning the premier Chinese sportswear label.In 2004 we partnered with the Department of Sports Science and Physical Education at the Chinese University of Hong Kong, applying biomechanical testing to measure the mechanical properties of Li-Ning athletic shoes.We also created a foot profile database of professional athletes, collecting and analyzing data on the unique demands of professional sports in order to create a more specialized and comfortable product.Over our fifteen-year journey, we have expanded what began as a single sportswear line into an equally competitive lineup of athletic apparel, footwear and equipment.Li-Ning is committed to taking its place among the global brand giants.Before long, we expect to be supplying professional products for athletes and amateurs alike, all over the world.This dedication has allowed us to create the nation’s largest sporting goods distribution network.Our international network is also expanding, and we currently have locations in 23 nations and regions.Behind every winning team is a tried-and-true management style, and Li-Ning is no exception to this rule.Through a combination of exploration and hands-on experience, Li-Ning has developed its own distinctive strategy program and management system.This keeps us running smoothly, and allows us to make quick decisions when it comes to implementing strategies.Li-Ning is currently in the process of creating a nationwide ERP-based information system integrating resources such as product design, supply chains, channels and retail sales.By developing an electronic approach to business, we improve both the efficiency of our operations and the image of our brand.From day one, it has been Li-Ning’s objective to “promote Chinese athletics and let sports make a difference in our lives.” Li-Ning has spared no effort to fulfill this mission.Beginning with our support for the Chinese team at the Beijing Asian Games in 1990, Li-Ning has contributed extensively to Chinese athletics and created countless professional opportunities.In our unique corporate culture, each division of Li-Ning works closely with the others to keep us moving forward.This means that all suppliers, vendors and service providers become our partners and that all employees are working toward the same goals.At Li-Ning, we believe there is no limit to human potential.Sports increase our self-confidence.They give us the courage to perform, to tap our hidden potential, to surpass ourselves.This is our vision for the Li-Ning brand, and we have never swerved from our commitment to put it into practice.In 1990, we became the first

Chinese sportswear company to sponsor China’s team at the Asian Games.In 1992, we supplied medal ceremony attire for the Chinese Olympic team, becoming the first Chinese sportswear maker to serve as an Olympic sponsor.In 1993, we established a pioneering nationwide franchise system.In 1998, we built China’s first sportswear design and development center in Foshan, Guangdong.In 1999, we partnered with SAP to set up AFS sportswear industry solutions, becoming China’s first sporting goods maker to implement ERP.In 2004, Li-Ning was listed on the main board of the Hong Kong exchange, becoming China's first sportswear maker to be listed overseas.In 2005, we became an official partner of the NBA.In 2006, we became the ATP’s official Chinese marketing partner.Today, Li-Ning is more than just a pioneer in sporting goods;it is also an advocate for healthy living.Supported by our solid track record, we are ready to seize this historic opportunity, to meet the challenges of a global market head-on, and to fulfill the Li-Ning mission: Inspiring and empowering through sports.1990年，李寧有限公司在廣東三水起步。創(chuàng)立之初即與中國奧委會攜手合作，透過體育用品事業(yè)推動中國體育發(fā)展，并不遺余力贊助各種賽事。1995年，李寧公司成為中國體育用品行業(yè)的領(lǐng)跑者。2005年，李寧公司繼續(xù)保持行業(yè)領(lǐng)先地位，銷售額創(chuàng)下歷史新高，向著國際一流品牌的目標(biāo)沖刺??

產(chǎn)品的專業(yè)化屬性，是在體育用品行業(yè)中競爭的基礎(chǔ)。李寧公司把產(chǎn)品的研發(fā)，看作一個不斷創(chuàng)造紀(jì)錄、刷新紀(jì)錄的賽程。早在1998年，公司就建立了本土公司第一家服裝與鞋的產(chǎn)品設(shè)計開發(fā)中心，率先成為自主開發(fā)的中國體育用品公司；2004年，李寧公司與香港中文大學(xué)人體運(yùn)動科學(xué)系合作，對李寧公司生產(chǎn)的運(yùn)動鞋的力學(xué)特性進(jìn)行運(yùn)動生物力學(xué)測試，建立專業(yè)運(yùn)動員的腳型數(shù)據(jù)庫，對專業(yè)運(yùn)動特征進(jìn)行數(shù)據(jù)搜集和分析，從而進(jìn)一步提高產(chǎn)品的專業(yè)性和舒適度。經(jīng)過十五年的探索，李寧產(chǎn)品已由單一的運(yùn)動服裝，發(fā)展至運(yùn)動服裝、運(yùn)動鞋、運(yùn)動配件等多系列并駕齊驅(qū)。不久的將來，李寧牌將致力躋身世界一流品牌，為全世界的運(yùn)動員和體育愛好者提供專業(yè)的體育產(chǎn)品。因?yàn)檫@樣的熱忱，李寧公司擁有了中國最大的體育用品分銷網(wǎng)絡(luò)。同時，李寧公司的國際網(wǎng)絡(luò)也在不斷拓展，目前已進(jìn)入23個國家和地區(qū)。每一個冠軍團(tuán)隊(duì)的背后，必然有一套卓有成效的管理方法。李寧公司也是如此。在實(shí)踐與探索中，形成了一套適合自身的戰(zhàn)略規(guī)劃模式和管理體系，使公司組織運(yùn)作順暢無阻，戰(zhàn)略執(zhí)行果斷快速。目前，李寧公司正在全國范圍內(nèi)建立以ERP為起點(diǎn)的信息系統(tǒng)，全面整合產(chǎn)品設(shè)計、供應(yīng)鏈、渠道、零售等資源，發(fā)展電子商務(wù)，進(jìn)一步提高運(yùn)作效率和品牌形象。“推動中國體育事業(yè)，讓運(yùn)動改變我們的生活”，是李寧公司成立的初衷。李寧公司從不放棄任何努力以實(shí)現(xiàn)這一使命。從1990年支持北京亞運(yùn)會中國體育代表團(tuán)開始，李寧公司對體育事業(yè)已投入大量贊助，同時也創(chuàng)造了數(shù)以萬計的就業(yè)機(jī)會。

獨(dú)特的企業(yè)文化，是李寧公司每個部分緊密協(xié)作、奮力向前的接力棒，使所有的供應(yīng)商、經(jīng)銷商、服務(wù)商成為合作伙伴，讓所有的員工合力同心。李寧人相信：人有無限潛能。運(yùn)動讓人更加自信，敢于表現(xiàn)，不斷發(fā)掘潛能、超越自我——我們有這樣的品牌觀，并始終不渝地付諸實(shí)踐：1990年，李寧公司成為第一家贊助亞運(yùn)會中國體育代表團(tuán)的中國體育用品企業(yè)；1992年，李寧公司為中國奧運(yùn)代表團(tuán)提供領(lǐng)獎裝備，成為第一個贊助奧運(yùn)會的中國體育用品企業(yè)；1993年，李寧公司率先在全國建立特許專賣營銷體系；1998年，李寧公司率先在廣東佛山建成中國第一個運(yùn)動服裝與鞋的設(shè)計開發(fā)中心；1999年，李寧公司與SAP公司合作，引進(jìn)AFS服裝與鞋業(yè)解決方案，成為中國第一家實(shí)施ERP的體育用品企業(yè)；2004年，李寧公司在香港聯(lián)交主板成功上市，成為第一家在海外上市的中國體育用品企業(yè)；2005年，李寧公司成為NBA官方合作伙伴；2006年，李寧公司成為ATP中國官方市場合作伙伴。

今日的李寧公司，不僅是一家體育用品的創(chuàng)造企業(yè)，也是一種健康生活方式的傳播者、推動者。我們正以累積而來的自信，把握歷史賦予的機(jī)遇，迎接全球市場的挑戰(zhàn)，實(shí)踐李寧人的使命――我們以體育激發(fā)人們突破的渴望和力量