联系我们

论文查询结果	返回搜索

论文编号：	15171
作者编号：	2320200468
上传时间：	2024/12/11 12:44:20
中文题目：	L运动品牌市场营销策略研究
英文题目：	Research on Marketing Strategy of L Sports Brand
指导老师：	白长虹
中文关键字：	Z世代；国产运动服饰行业；市场定位；营销策略组合
英文关键字：	Generation Z; Domestic Sports Apparel Industry; Market Positioning; Marketing Strategy Portfolio
中文摘要：	Z世代作为新时代的消费主力军，正在以高频次的购买为我国服装行业贡献强大的消费力。为了迎合Z世代消费群体，2018年L品牌携“悟道”、“盘古”等一系列国潮化服饰登上纽约时装周，开启了国内零售行业国潮化的改革潮流，“中国LN”被打上“国潮化”的标签。 2019年L品牌全年营收达到138亿，成为中国百亿运动品牌。直至2023年财报显示，L品牌以年营收276亿元成为当之无愧的行业巨头。但随着国潮概念的热度渐渐褪去，Z世代群体也逐步转变身份进入社会，其消费行为及消费驱动因素渐渐发生转变。在国产品牌竞争日益激烈的当下，本文将以L品牌作为研究对象，重新梳理Z世代这一目标群体，帮助L品牌制定更适合Z世代的市场营销策略。 本文首先对国内运动市场现状与潜力、L品牌的现状及所处的市场地位进行客观分析，再结合L品牌的优势、劣势、机遇、威胁进行SWOT分析，希望能从多角度探寻L品牌的优势与不足，以助力其在激烈的市场竞争下能够规避威胁，抓住机遇，推动其长远稳定的发展。 其次针对消费群体主力军Z世代进行新一轮的剖析，观察其消费行为、消费习惯、消费驱动因素的变化，并针对L品牌在产品、产品定价、渠道及促销四方面的现状进行剖析，对于Z世代这一目标消费群体，L品牌应作出哪些市场营销策略上的升级迭代，并为之提出切实有效的建议。 最后本文的研究目的，一方面是希望能帮助L品牌针对Z世代消费群体的做出更适合更有效的市场营销策略，助力L品牌更加健康稳定的发展；另一方面是希望能为其他相关企业提供切实有效的借鉴，为国产品牌市场营销策略的提升带来思考，助力中国的国产运动服饰行业蓬勃发展、问鼎全球。
英文摘要：	Generation Z, as the main force of consumption in the new era, is contributing strong purchasing power to China's apparel industry with high-frequency purchases. To cater to Generation Z consumers, in 2018, L Brand debuted a series of national trend-inspired clothing such as "Wu Dao" and "Pan Gu" at New York Fashion Week, initiating a reform trend of national trend in the domestic retail industry. "China Li Ning" was labeled as "national trend". In 2019, L Brand achieved an annual revenue of 13.8 billion yuan, becoming a sports brand worth tens of billions in China. Up until the financial report in 2023, L Brand became an undisputed industry giant with an annual revenue of 27.6 billion yuan. However, as the popularity of the national trend concept gradually fades and Generation Z gradually transitions into society, their consumer behavior and driving factors are gradually changing. In the increasingly competitive environment for domestic brands, this thesis takes L Brand as the research object to re-examine Generation Z, a target group, and help L Brand develop more suitable marketing strategies for Generation Z. This thesis first objectively analyzes the current situation and potential of the domestic sports market, the current situation of L Brand and its market position, and then conducts a SWOT analysis combining the strengths, weaknesses, opportunities, and threats of L Brand. We hope to explore the advantages and disadvantages of L Brand from multiple perspectives to help it avoid threats in the fierce market competition, seize opportunities, and promote its long-term stable development. Secondly, a new round of analysis is conducted on the main consumer group, Generation Z, observing changes in their consumption behavior, habits, and motivations. The current situation of L Brand in terms of products, product pricing, channels, and promotions is analyzed. For Generation Z, this target consumer group, what marketing strategy upgrades and iterations should L Brand make? And provide practical and effective suggestions. Finally, the purpose of this thesis is to help L Brand develop more suitable and effective marketing strategies for Generation Z consumers, to help L Brand develop more healthily and stably; on the other hand, it aims to provide practical and effective reference significance for other relevant enterprises, to bring thoughts to the improvement of marketing strategies for domestic brands, and to help China's domestic sports apparel industry thrive and dominate globally.
查看全文：	预览  下载(下载需要进行登录)