李宁公司作为中国体育用品的明星企业，从1990年创办之初就与中国体育紧密的连接在一起。对李宁品牌营销模式的分析绝对不只是为了解决李宁品牌自身在发展中存在的问题，更对整个中国体育产业和中国体育用品行业有着重要的指导意义。本文将李宁的奥运营销与可口可乐、361°、耐克、Under Armour这些竞品在营销主题、内容创作、渠道选择、传播效果、销售促进五个方面进行对比之后，发现李宁品牌的奥运营销尽管做的热热闹闹，但是却有着致命伤：品牌定位摇摆不定、目标消费者不清晰、多元化经营喧宾夺主。为了了解这些问题产生的原因，并且找到这些问题的解决之道，本文对体育用品行业的国内外8大品牌（耐克、阿迪达斯、Puma、Under Armour、李宁、安踏、361°、匹克）在奥运期间的表现进行了全面的了解和评估。通过来自全国各地的206位消费者的直观反馈，我们了解到各个品牌在奥运期间的表现，也发现了消费者在选择购买体育用品时的十大决策维度（产品设计、产品用料做工、产品科技功能性、品牌知名度、品牌喜好度、明星同款、价格合理、购买便捷、促销力度、售后服务）和每一个维度的重要程度。通过对消费者为每个品牌在这10个维度的评分的分析，我们得到了李宁品牌的优势和短处。让我们能够对李宁的不足之处“产品设计”、“产品科技功能性”方面提出有针对性的建议。也让我们发现了李宁品牌相较于其他品牌的比较优势：“高性价比”和“中国基因”。正是通过这样客观的梳理和分析，我们找到了长期困扰李宁品牌发展的问题根源，并提出了针对性的改进建议，绘制出了完整的李宁品牌管理定位瓶。与此同时，作为此次论文的另一个目的，我们也为其他想进入中国体育产业，发展体育事业的企业提供了进入市场和投资标的的建议，回答了一直以来困扰这些企业的三个问题：是否要成为奥运会合作伙伴？什么样的运动项目值得投资？什么样的运动员值得投资？
As the star company of China's sports goods business, Li-Ning company, from its establishment in 1990, is the symbol of the Chinese sports industry. The analysis of Li-Ning`s Olympic marketing could not just solve the problems of Li-Ning brand itself, but also point out the future direction for the entire Chinese sports industry. In this article, by comparing Li-Ning's Olympic marketing activities with the Coca-Cola, 361 °, Nike, Under Armour, we found 3 problems in Li-Ning`s Olympic marketing: unclear brand positioning, unknown target consumer, overwhelming business diversification.Through the nationwide market research on Olympic marketing performance of Nike, Adidas, Puma, Under Armour, Li-Ning, Anta, 361 ° and Peak, we understand the performance of each brand. Besides, we also found 10 key elements which influences consumer`s purchase decision: product design, product use Material work, product technology functionality, brand awareness, brand preferences, star with the money, the price is reasonable, easy to buy, promotional efforts, after-sales service.The research not only helps us find Li-Ning`s weaknesses: product design, product technology, also let us find the comparative advantage of L-Ning: cost-effective and Chinese genes. With deep study of these findings, we find out the target market, target consumer as well as the marketing strategy of Li-Ning brand, and drawing a complete Li-Ning brand management positioning bottle.At the same time, as another purpose of this paper, we also answer the following questions for the companies who want to enter the Chinese sport industry. Do you want to be an Olympic partner? What kind of sport is worth investing? What kind of athletes are worth investing?
