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论文编号：	12972
作者编号：	2320190354
上传时间：	2021/12/16 7:39:54
中文题目：	LL体育用品公司的品牌战略研究
英文题目：	Research on brand strategy of LL sporting goods company
指导老师：	石鉴
中文关键字：	品牌战略；品牌定位；品牌形象
英文关键字：	: Brand strategy；Brand positioning；Brand image
中文摘要：	随着收入水平的提升，在满足基本的物质需求之后，消费者更倾向于追求 健康有质量的生活方式，这带来了全民健身和体育运动的热潮。运动服饰行业 作为体育运动蓬勃发展的延伸品，也得到了发展的土壤。截止到 2020 年全球运 动服饰市场零售额已超过 3000 亿美元，面对如此广阔的市场容量，一系列的运 动服饰品牌诞生、发展、抢占市场空间。国内运动品牌如安踏、李宁等，尽管 取得了一定的成就，但其发展路径更多的是模仿耐克、阿迪达斯等国际运动品 牌，从跑步、训练、篮球、足球等大众化的运动领域入手，沿着代工、仿制、 自主设计的路径，进行全品类的品牌建设。对于如此广阔的市场，是否又存在 一条与以往不同的道路呢？ LL 体育用品公司就是另辟蹊径取得了成功，它是一家专攻瑜伽服饰的高端 体育用品制造商，从瑜伽服饰市场起家，以卓越的产品设计和科技含量，满足 迎合消费者的需求，成为细分领域头部企业，构建品牌护城河。但是，随着经 济环境的变化，作为全球市值第四大的运动服饰公司，L 体育用品公司的原有品 牌战略也面临新的挑战。 本文通过品牌战略相关理论和工具，包括品牌战略的概念和实施步骤、品 牌定位战略理论、品牌形象理论，对于 LL 体育用品公司品牌的深入研究，运用 案例分析的方式，剖析了该公司品牌战略的成功因素。LL 公司的成功源于品牌 定位竞争、产品力较强、品牌传播方式简单高效。然后，根据品牌战略相关理 论，研究了LL体育用品公司在品牌战略上存在的问题，包括品牌定位过于小众， 品牌传播要素存在一定缺失、多品牌管理较差、缺乏长期发展战略等问题。 本文为 LL 体育用品公司的品牌战略优化提出了一个可供参考的方案，首先 应拓宽品牌定位，在客群、品类、价格上拓宽定位，实现细分行业的全覆盖； 其次，完善品牌要素，重塑品牌形象，对品牌的标识、口号进行重新设计；最 后，丰富传播途径，多元传播品牌。为实现这套方案，从实施计划、组织结构、 产品、人力上进行充分的保障。本文提供的方案，对国产品牌的品牌战略具有 一定的借鉴意义。
英文摘要：	With the improvement of income level, consumers are more inclined to pursue a healthy and quality lifestyle while meeting basic material needs, which has subjectively stimulated the enthusiasm of national fitness and sports. As an extension of the vigorous development of sports, the field of sports clothing has also been developed. By 2020, the retail sales of the global sportswear market has exceeded US $300 billion. Such a broad market capacity is bound to produce a series of sportswear brands to fill the market space. Domestic sports brands, such as Anta and Li Ning, have also achieved a relatively successful glorious history. However, its development path is more to imitate Nike Adie and other popular sports OEM, imitation and independent design from running, training, basketball and football. Is there a different way from the past to complete the brand layout through niche market? LL sporting goods company has found another way and achieved success. It is a high-end sporting goods manufacturer specializing in yoga clothing. Starting from the yoga clothing market, it meets the needs of consumers with excellent product design and scientific and technological content, becomes a leading enterprise in subdivided fields and constructs a brand moat. However, with the change of economic environment, as the fourth largest sportswear company in the world, LL sporting goods company's original brand strategy is also facing new challenges. This thesis puts forward a reference scheme for the improvement of LL's brand strategy. Firstly, we should broaden the brand positioning, broaden the positioning in customer group, category and price, and realize the full coverage of subdivided industries; Secondly, improve the brand elements, reshape the brand image, and redesign the brand logo and slogan; Finally, enrich communication channels and spread brands in multiple ways. In order to realize this scheme, we should fully guarantee the implementation plan, organizational structure, products and manpower. The scheme provided in this paper has a certain reference significance for the brand strategy of domestic brands.
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