“李宁”体育用品公司奥运营销策略研究

奥运会是一个全球关注的体育盛事,国内外知名的体育用品品牌,都想借助2008北京奥运会提高自己的品牌影响力,扩大市场份额。着重分析＂李宁＂公司在奥运会举办的机遇下开展的营销策略,并将之与＂耐克＂和＂阿迪达斯＂进行比较分析,来指出李宁营销策略的成功之处,旨在进一步完善体育营销理论。

The Analysis of Li-Ning Sports' Olympic Marketing Strategy

The Olympic Games is a global sporting event of concern to domestic and foreign well-known sports brands.With the 2008 Beijing Olympics each wants to enhance their brand influence,and expand market share.This article focuses on the marketing strategy carried out by ＂Li Ning＂ under the Olympic opportunities,and makes a comparative analysis of ＂Nike＂ ＂Adidas＂ and ＂Li Ning＂,pointing out the success of Li Ning marketing strategy and fulfilling the purpose of further improving the sports marketing theory.