Analysis of Li Ning Marketing Strategies

Abstract

Nowadays, Li Ning has become a rising star in China, attracting many followers and sparking hot debates among buyers, more and more negative news is surfacing and the brand's marketing has become a declining trend. This paper also analyzes the problems and deficiencies of Li Ning's marketing strategy according to the SWOT model thesis, analyzing the strengths of Li Ning's brand, including its history and means, why it can become the leading brand in China, and then we analyze its weaknesses, why the current marketing is showing a downward trend, and then this paper analyzes the economic situation that Li Ning is facing at the moment, and put forward a specific plan. This paper also analyzes the economic situation that Li Ning is facing and proposed specific solutions, including the choice of sports sponsorships. After that, this paper also gives examples of specific threats. In this thesis, this paper mainly uses some theories and methods in the field of marketing, such as the SWOT model and marketing mix theory. In conclusion, the thesis of this paper is dedicated proposing solutions to improve and analyze the current marketing situation of Li Ning.