【精品】国际营销期末论文

Marketing Plan for Li-Ning Badminton Series Chapter 1 Company Profile 1.1 Introduction Li-Ning Company Limited is one of the leading sports brands in China, with the excellent capabilities on various aspects, like brand marketing, RD, design, manufacturing, distribution and retail. The products of company include footwear, apparels, equipments and accessories for both sport and leisure uses; it has established a wide-range supply chain management system, as well as distribution and retail network in China, which are primarily through outsourcing of manufacturing operations and distribution via franchised agents. Besides, the company also directly manages retail stores for the LI-NING brand L, 2009. 1.2Mission, Vision and Core Value According to the Li-Ning Company Ltd. Official Website Mission Use sports to arouse athletes1 desire, to achieve breakthroughs and exploit potential Vision A leading brand in the global sporting goods industry Core Values Live For Dream, Integrity and Commitment, Our Culture, Achieving Excellence, Consumer Oriented, Breakthrough 1.3 Core competencies Sports brand Li-Ning adopts a multi-brand business development strategy. In addition to the core LI-NING brand, the company distributes products under its Z-DO brand via hypermarket channel. Besides, Li-Ning also cooperates with AIGLE and LOTTO; it is allowed to sell the products under both two European brands. Moreover, the completed acquisition of Kason and partly acquisition of Double Happiness make Li-Ning obtain more power in the racket sports markets. Distribution network According to the Interim Results Announcement of Li-Ning Company Ltd. in 2009, Li-Ning has the effective distribution management, which opened 6,809 LI-NING stores and 741 other brands stores all over the country by June 30, 2009, with 82 of these stores opened in second- and third-tier cities of China and this action will increase the awareness of the brand name in those areas. No. of stores 2009-6-30 2008-12-31 2008-6-30 LI-NING 6,809 6,245 5,853 Other brands* 741 672 540 Diversified products RD Center of Li-Ning has three laboratories, which are respectively specializing in sports biodynamic, mechanical testing of footwear products and foot-shoe relationship development. Besides, Li-Ning cooperates with Michelin and other reputable education institutions or professional bodies in order to research and develop more products. Sports Marketing Resource Li-Ning sponsors five Chinese National Teams with gold medals badminton, table tennis, diving, gymnastics and shooting. Womens Fitness is another newly marketing resource in China, the cross-over promotion aims to reach those female customers, such as Li-Ning Nirvana,, Yoga Course with Nirvana Yoga and Li-Ning Inner Dance,, course with Beijing Modem Dance Institution. In addition, Li-Ning also has some other innovative sports marketing in basketball and tennis field. Internet marketing is definit