Research for LI-NING (MARKETING)
营销调研英文课件1
What is Marketing Research?
Marketing research is the function that links an organization to its market through the gathering of information It facilitates the identification and definition of market-driven opportunities and problems, the development and evaluation of marketing actions
Gathers information for total marketing mix Product portfolio analysis
Distribution decisions
Pricing decisions Integrated marketing communications
Types of Research Firms
Internal
External
Customized
Standardized
Desired Skills (General)
Communication skills
Interpersonal skills
Statistical skills
DesiredБайду номын сангаасSkills (Specific)
Ability to understand and interpret secondary data Presentation skills
Tasks in the Process
我最喜欢的是李宁的广告英语作文
我最喜欢的是李宁的广告英语作文English:One of my favorite advertisements is the Li Ning commercial. Li Ning is a popular sportswear brand in China, known for its high-quality products and inspiring marketing campaigns. The advertisement I particularly admire showcases the determination, resilience, and indomitable spirit of athletes.In this ad, the story unfolds by portraying a young athlete going through various challenges and setbacks in his journey towards success. The commercial opens with a shot of the athlete falling down while running on a track, representing the various obstacles that life throws at us. However, instead of giving up, the athlete takes a deep breath, gets up, and continues running. This scene sends a powerful message about never giving up and pushing through adversity.Throughout the commercial, the camera follows the athlete's relentless pursuit of excellence, capturing his dedication andcommitment. Sweat drips down his face as he trains, highlighting the immense effort and hard work required to achieve greatness. The use of slow-motion shots adds a dramatic effect, emphasizing the importance of every movement and the intensity of the athlete's determination.What sets this advertisement apart is its ability to deeply resonate with the audience. It is not just about selling sportswear; it is about inspiring people to overcome their limitations and strive for greatness in their own lives. The powerful visuals and accompanying music create an emotional connection with viewers, igniting a spark of motivation within them.Li Ning's advertisement successfully communicates the brand's core values of passion, perseverance, and triumph. It celebrates the human spirit and encourages individuals to embrace challenges as opportunities for growth. By showcasing the athlete's journey towards success, it inspires people to believe in their own potential and chase their dreams relentlessly.中文翻译：我最喜欢的广告之一是李宁的广告。
中国品牌作文英语
中国品牌作文英语China has become a major player in the global market, and its brands are gaining recognition and popularity worldwide. In recent years, Chinese brands have made significant progress in various industries, including technology, fashion, and consumer goods. This essay will explore the rise of Chinese brands and their impact on the global market.The first factor contributing to the success of Chinese brands is the country's booming economy. China has experienced rapid economic growth in the past few decades, which has created a large middle class with increased purchasing power. As a result, Chinese consumers arewilling to spend more on high-quality products, and Chinese brands are taking advantage of this trend. For example, Huawei has become the world's second-largest smartphone manufacturer, thanks to its high-quality products and aggressive marketing strategies.Another factor behind the rise of Chinese brands is innovation. Chinese companies are investing heavily in research and development, and they are coming up with innovative products that are attracting global attention. For example, DJI, a Chinese company that specializes in drones, has become the world's leading drone manufacturer, thanks to its cutting-edge technology and innovative products.Finally, Chinese brands are benefiting from thecountry's large population and vast domestic market. With over 1.4 billion people, China offers a huge market for local brands to grow and expand. Chinese companies are using this advantage to build strong brands at home, and then expand into international markets. For example, Li-Ning, a Chinese sportswear brand, has become a major player in the global market, thanks to its strong brand recognition in China.The rise of Chinese brands is having a significant impact on the global market. Chinese companies are challenging established brands in various industries, andthey are gaining market share rapidly. This trend is likely to continue, as Chinese brands continue to invest in innovation and expand their global reach. However, Chinese brands still face challenges, such as cultural differences and perceptions of low quality. To overcome these challenges, Chinese companies need to focus on building strong brands that resonate with consumers worldwide.In conclusion, the rise of Chinese brands is areflection of China's growing economic power and innovation. Chinese companies are challenging established brands in various industries, and they are gaining recognition and popularity worldwide. As China continues to grow and expand, its brands are likely to play an increasingly importantrole in the global market.。
我最喜欢的品牌李宁英语作文
我最喜欢的品牌李宁英语作文全文共3篇示例，供读者参考篇1My Favorite Brand: Li-NingIf you asked me a few years ago what my favorite sports brand was, I probably would have said Nike or Adidas without hesitation. Like most kids my age, I was drawn to the big international names that all the cool athletes seemed to be wearing. However, my perspective started to shift when I learned more about Li-Ning, a leading Chinese sportswear and equipment company.Li-Ning has quickly become my go-to brand for athletic gear, and I'm not alone - it's gaining tons of popularity among young people in China and around the world. There are several reasons why I've grown to love and respect this brand so much.First off, the quality and style of Li-Ning's products is truly impressive. Their shoes, apparel, and accessories combine cutting-edge technology with bold, eye-catching designs. I have several pairs of their shoes for different sports like basketball, running, and training. The cushioning, support, and breathabilityare outstanding. And the bright colors and patterns really make a statement.But Li-Ning is more than just a stylish brand - they are innovators in sportswear technology. They were one of the first companies to utilize honeycomb-structured cushioning and seamless knitting techniques. Their "Boom" and "FurionBurst" cushioning systems provide insane energy return and impact protection. The seamless one-piece uppers on some models eliminate irritation and allow for amazing flexibility and fit.Li-Ning is also very focused on sustainability and giving back. They develop eco-friendly plant-based materials and use recycled plastics. The brand has partnered with the Beijing Forestry University to create the "Green Concept" line made from sustainable bamboo fibers. They also support youth sports development in China through the Li-Ning Sports Fund.But what really makes me respect Li-Ning is the incredible story and perseverance of its founder, the iconic Olympic gymnast Li Ning himself. He is nicknamed the "Prince of Gymnasts" after winning 6 medals, 3 gold, at the 1984 Los Angeles Olympics. This made him one of the biggest stars in China.After retiring from competition, Li Ning had the vision to start his own sportswear company in 1990 despite having no business experience. At the time, domestic brands were struggling to compete with foreign names like Nike and Adidas that were dominating the Chinese market. But Li refused to give up on his dream.The early years were extremely difficult for the fledgling company. They operated out of a small factory and endured many setbacks. However, through sheer determination and belief in the brand, Li slowly gained a foothold. A major turning point came when the company outfitted the Chinese Olympic team for the 2008 Beijing Games. This gave them huge visibility and credibility on the national stage.Since then, Li-Ning has experienced incredible growth and success both in China and internationally. They continue pushing the boundaries of performance wear while honoring China's rich athletic heritage. The brand's famous logo depicts theLines that semaphore soaring, capturing Li Ning's famous gymnastic moves and the spirit of athletic perfection.On a personal level, I'll never forget the sense of pride I felt when Li-Ning became an official partner of the NBA a few years ago. It was the first time a non-American company had securedan apparel deal with one of the big US sports leagues. Players like Dwyane Wade, CJ McCollum, and Evan Turner began wearing Li-Ning on the court. It was such a cool moment of cultural crossover and representation.As a Chinese student who loves basketball, it's so inspiring to see homegrown brands like Li-Ning making it big on the global stage. They are the perfect example of the innovative spirit and cultural pride that is driving China's economic and athletic rise.What also draws me to Li-Ning is their awesome marketing and influencer collaborations aimed at Gen Z customers like myself. Relatability and authenticity is so important to youth culture these days. Li-Ning totally gets it - they collaborate with popular young celebrities, artists, designers to create special limited edition drops and looks. It makes the brand feel very current, fresh, and in-tune with the latest trends.Some of my favorite Li-Ning collabs and campaigns have been with Chinese rap stars like Vava and former NBA player Yi Jianlian. It's awesome to see these stars repping Chinese brands with pride. Li-Ning's social media game is also super strong, with popular ambassadors and engaging content that resonates with my generation.On a bigger level, I respect how Li-Ning has helped spark a sense of national pride and an appetite for Chinese brands among young consumers. We've traditionally associated sportswear with big Western names. But Li-Ning's rise has shown that China can compete on design, innovation and cultural relevance.With their apparel and shoes becoming must-haves among Chinese youth, Li-Ning is at the forefront of this "China Pride" trend. We see the brand as an embodiment of modern Chinese culture - blending old and new, transcending borders, and showing the world what we have to offer. It feels so cool to be part of this movement.In many ways, Li-Ning's journey parallels China's economic and cultural reemergence on the world stage after years of struggle and being overlooked. The brand had to overcome huge odds and defy expectations to get where they are today. Their perseverance and self-belief is something all Chinese people can take inspiration from.On a personal level, seeing Li-Ning's success has motivated me to have more confidence in myself and my culture. Their "Attitude is Everything" slogan is embedded in my mindset for athletics and life in general. Li-Ning is living proof that you can'twrite off the underdogs - if you have the right attitude and put in the work, anything is possible.In the future, I hope Li-Ning continues being a trailblazer and source of national pride. I want to see them expanding their presence in America and Europe while maintaining their Chinese roots. New partnerships with athletes from other sports and cultures would be amazing. And I'd love if they opened more stores globally - I had to buy most of my Li-Ning gear online since there aren't any retailers near me.No matter what, Li-Ning will always be my favorite athletic brand. More than just making high quality performance products, they represent the ambition, resilience and cultural pride that inspires me as a young Chinese person pursuing my dreams. Wearing their gear makes me feel connected to my roots while still being part of the latest trends. Li-Ning isn't just a sportswear company - it's a symbol of limitless possibility.篇2My Favorite Brand: Li-NingWhat's your favorite clothing brand? Maybe it's Nike, Adidas, or some other big international name. For me, it's a Chinese brand that might not be as well-known globally, but it's hugelypopular in my country and holds a special place in my heart -Li-Ning.You've probably seen the Li-Ning logo before, even if you didn't recognize it. It's the little red brand mark with the curves that kind of looks like the silhouette of a runner. Li-Ning is one of the leading sportswear and equipment companies in China, right up there with giants like Nike and Adidas in terms of market share and brand recognition here.But Li-Ning is more than just another athletic apparel company to me. It represents Chinese pride, resilience, and the pursuit of greatness against all odds. The story of its founder, Li Ning himself, is incredibly inspiring.Li Ning was born in 1963 in a poor rural village in Guangdong Province. From a young age, he showed incredible talent and dedication as a gymnast. Despite coming from humble beginnings and training without fancy equipment or facilities, Li won six medals at the 1984 Los Angeles Olympics, including three gold medals. He was a national hero, bringing glory to China on the world stage.After retiring from gymnastics, Li decided to launch his own sportswear company in 1990. At the time, foreign brands like Nike and Adidas dominated the Chinese market. A domesticstartup trying to compete with those international juggernauts seemed foolishly ambitious. But Li had a vision - to create a uniquely Chinese brand that could inspire and outfit his countrymen as they pursued their own athletic dreams.The early years were a massive struggle. Li-Ning had to fight against established foreign competitors, deal with counterfeit merchandise, and find its own identity in a market saturated by Western brands. But through grit, innovation, and pride in its Chinese roots, the company slowly gained a foothold.Today, Li-Ning is a multi-billion dollar juggernaut, with over 6,000 stores across China and a growing international presence. Its slick marketing, celebrity endorsements, and cutting-edge products have made it immensely popular, especially among younger Chinese consumers. Kids my age love rocking the latest Li-Ning kicks and tracksuits as a badge of national pride and trendiness.But what really makes me connect with Li-Ning is the brand's core philosophy and values. Li-Ning as a company is all aboutDefying Odds and Pursuing Victory. The iconic Li-Ning logo, with its curves and sense of movement, is meant to represent the "human body's ability to stretch itself to the utmost extremity in defiance of physical limitations."That resilient, never-say-die spirit resonates with me so deeply. Like its founder, Li-Ning the brand had to overcome poverty, long odds, and fierce competition through tenacity and an unwavering belief in itself. Its products are all about giving athletes the tools and motivation to push themselves past their limits in pursuit of greatness.I remember watching Li Ning light the Olympic cauldron at the breathtaking 2008 Beijing Opening Ceremonies, soaring over the stadium like a heroic figure from Chinese lore. In that iconic moment, he embodied the brand's philosophy of defying odds and physical constraints in the name of victory. It was a soaring symbol of Chinese achievement and national pride.On a personal level, Li-Ning's ethos has inspired me in my own athletic pursuits. I'm not a professional or Olympic athlete - just a high school kid who loves playing basketball. But every time I lace up my Li-Ning kicks or slip on one of their lightweight jerseys, I feel imbued with the energy and determination to outwork my opponents and push myself past my limits.I'll never forget the first time I scored 30 points in a game while wearing my Li-Ning gear. It was like all the brand's words about "defying odds" and "pursuing victory" flowed through me.I just got into an amazing zone, all my training and the brand'smotivational messages coming together to help me achieve something I didn't think was possible that night.Beyond just making high-quality athletic apparel and equipment, Li-Ning has done an amazing job building an entire lifestyle and culture around its brand. Its boldly designed shoes and apparel are hugely fashionable among Chinese youth. Celebs like Dwyane Wade and other athletes have been brought on as brand ambassadors to add more international cool factor.Li-Ning's creative marketing has included things like running "Gesture Boutiques" where customers can control interactive displays just through body movements. Their brand app"Chi-Running" gives users customized exercise routines using innovative gesture tracking technology. The company is really on the cutting edge when it comes to merging sportswear, technology, fashion, and lifestyle branding.I have so much love and respect for Li-Ning as a brand because it represents quintessential Chinese values to me - resilience, hard work, national pride, and the fearless pursuit of greatness against all odds. It emerged from humble beginnings to become a true national champion taking on the global sports giants.Every time I look at the distinctive Li-Ning logo or hear the brand's motivational slogans, I feel a sense of inspiration and energy flowing through me. Li-Ning is much more than just another sportswear company - it's a symbol of the eternal Chinese spirit that won't be denied or limited by anything.Defying odds, breaking limits, achieving victory against all expectations - that's the Li-Ning way. And that uplifting, underdog-achieves-glory story is why this quintessentially Chinese brand will always be my absolute favorite.篇3My Favorite Brand: Li NingIf you asked me a few years ago what my favorite brand was, I probably would have said Nike or Adidas without giving it much thought. Like most kids my age, I was heavily influenced by the brands that all the cool athletes and celebrities were endorsing. However, as I've gotten older and more aware of the world around me, my views have shifted. While I still respect global sportswear giants, my personal favorite brand is now Li Ning – a Chinese company with a powerful story behind it.For those unfamiliar, Li Ning is a sportswear and equipment brand founded in 1990 by the iconic Chinese gymnast of thesame name. Li Ning the person is a national hero in China, winning 3 gold medals, 2 silvers, and 1 bronze across multiple Olympic games in the 1980s. With his athletic brilliance and marketability, it's no surprise that many Western brands like Nike approached him about an endorsement deal after he retired from competition.However, Li Ning had a bigger vision for himself and his country. Inspired by a desire to build a brand that could represent modern China on the global stage, he turned down the lucrative Western offers and started his own company. The brand's iconic logo of a running red figure against a white backdrop is now recognized worldwide as a symbol of the "Burning Desire to Win" that drove its founder.On a personal level, I gravitate towards Li Ning because the company's narrative resonates deeply with me as a patriotic Chinese student. Watching China's economic and cultural growth over the past few decades has been incredibly inspiring. Li Ning as a brand represents the ambition, determination and self-belief that catalyzed this renaissance. When I slip on a pair of Li Ning basketball shoes or workout in their athletic apparel, I feel a sense of pride for my nation's progress.More than just empty symbolism though, I genuinely believe Li Ning makes exceptional quality products, especially for value. Their R&D team incorporates cutting-edge sports science and innovative materials into every line. The professional athletes they sponsor like Dwyane Wade and CBA stars give regular feedback to continuously improve designs. You're getting gear created by winners for winners.At the same time, Li Ning items are generally more affordable than top Western brands while still maintaining high quality standards. As a student on a budget, this cost efficiency is hugely appealing to me. I can look fresh and perform at my best without breaking the bank.Speaking of performance, that's ultimately what matters most in sports. Here Li Ning has proven itself time and time again. Whether it's the Chinese national basketball team's FIBA Asia Cup victories or the elite running times clocked by LiNing-sponsored marathon racers, their gear gets real-world results. I've experienced this firsthand through the Beijing university intramural league I play basketball in. Rocking the Li Ning "Yun" line of shoes with its composite fiber woven uppers, I've had games scoring 20+ points thanks to the traction and support.Beyond the on-court or field factors, I truly respect how Li Ning as a company has strengthened its ties with the Chinese community over the years. They were front-and-center providing relief supplies during crisis moments like the 2008 Sichuan earthquake and more recently the Covid-19 pandemic. The brand also makes an effort to manufacture as much as possible in China to provide jobs and give back economically. These types of stakeholder-friendly policies aren't just good PR – they're the right thing to do.Additionally, Li Ning has made major strides in sustainability and reducing its environmental footprint. The company was one of the first Chinese brands to release a sustainability report analyzing its impact. Since then, it has rolled out eco-friendly initiatives like increasing the use of recycled polyester and natural materials, as well as programs to collect Used shoes and clothing for repurposing. Its parent company, Li Ning Group, received an A rating from the MSCI environmental index. Respect!I could keep going about all the positive attributes of Li Ning, but I think you get the overall point – it's a world-class brand with an inspiring backstory that I'm proud to support as a Chinese millennial. Sports are a huge part of my life, and LiNing's gear allows me to perform at my best while repping my roots. Looking ahead, I have no doubt the company will continue innovating high-quality athletic wear and equipment, all while spreading a positive message."The Burning Desire to Win" is more than just Li Ning's slogan – it's engrained in every Chinese person's mentality. We want to win honorably on the world's biggest stages, and Li Ning is helping pave that path forward. So yeah, when it comes to my personal brand preferences, Li Ning is my top pick hands down. I'll keep rocking the red and white proudly as our nation continues its journey toward greatness.。
国产运动品牌的营销策略研究——以李宁为例 最终稿20200525
国产运动品牌的营销策略研究——以李宁为例【摘要】李宁公司，是我国著名体操运动员李宁创立的运动用品公司，从1990年成立至今，经历过机遇和危机。
近几年通过品牌重塑已逐步回到发展的正轨上，是我国著名的运动用品公司。
本文通过对李宁公司的发展概况、营销策略和营销特点等进行调查研究，了解李宁公司通过策略的调整，利用电商渠道的发展以及采用中国元素在时装周上大展国潮风采等营销策略重塑品牌，再次在国内运动用品市场站稳脚跟。
但在这个竞争激烈的运动市场，面对国内外其他实力强劲的运动品牌对手，李宁公司的发展仍然面临着很大的挑战。
本文通过对李宁公司的营销策略进行研究，发现其不足的地方，并相应地提出切实可行的建议，有助于提高其产品和服务质量，同时也为我国国产运动品牌行业提供参考典范。
【关键词】国产运动品牌；李宁；营销策略Research on Marketing Strategy of Domestic Sports Brands—— Based on Li Ning[Abstract] Li Ning Company is a sporting goods company founded by China's famous gymnast Li Ning. Since its establishment in 1990, it has experienced opportunities and crises. In recent years, it has gradually returned to the right track of development through rebranding and is a well-known sporting goods company in China.This article investigates and researches the development profile, marketing strategy and marketing characteristics of Li Ning Company, then understands that Li Ning Company's marketing strategies such as the adjustment of strategies, the use of e-commerce channels and Chinese elements to showcase China's fashion at Fashion Week Brand building, once again gaining a foothold in the domestic sports market.But in this fiercely competitive sports market, facing the strong competitors of sports brands at home and abroad, the development of Li Ning still faces great challenges. Through the research of Li Ning's marketing strategy, this article finds its shortcomings and puts forward practical suggestions accordingly, which helps to improve the quality of its products and services, and also provides a reference model for China's domestic sports industry.[Keywords]Domestic Sports Brands Li Ning Marketing Strategy目录1前言 (1)1.1研究背景 (1)1.2研究目的 (1)1.3研究意义 (1)1.4研究方法 (2)2 李宁公司的概况 (2)2.1李宁公司的基本情况 (3)2.2李宁公司的发展历程 (3)2.3李宁公司的营销特点 (4)2.4李宁公司的市场现状 (5)3李宁公司的营销环境分析 (7)3.1宏观环境分析（PEST分析） (7)3.2微观环境分析（SWOT分析） (8)4李宁公司的品牌营销策略及分析 (10)4.1产品策略 (10)4.2价格策略 (10)4.3渠道策略 (11)4.4促销策略 (12)5对李宁公司营销策略的建议 (14)5.1加强产品定位 (14)5.2加大产品研发力度 (14)5.3提升品牌的认知度 (15)5.4拓宽营销手段 (15)5.5选择合适的流量 (16)5.6加强品牌文化的建设 (16)6结论 (17)注释 (17)参考文献 (18)致谢 (19)1前言1.1研究背景自上世纪九十年代以来，国产运动品牌开始一个一个建立起来，经过这些年的发展以及体育赛事等推动，我国运动用品行业在不断地发展壮大。
Marketing research
Marketing researchMarketing research is "the process or set of processes that links the consumers, customers, and end users to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications."It is the systematic gathering, recording, and analysis of qualitative andquantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes.Marketing research is often partitioned into two sets of categorical pairs, either by target market:∙Consumer marketing research, and∙Business-to-business (B2B) marketing researchOr, alternatively, by methodological approach:∙Qualitative marketing research, and∙Quantitative marketing researchConsumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors ofconsumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.Thus, marketing research may also be described as the systematic and objective identification, collection, analysis, and dissemination of information for the purpose of assisting management in decision making related to the identification and solution of problems and opportunitiesin marketing.The task of marketing research (MR) is to provide management with relevant, accurate, reliable, valid, and current information. Competitive marketing environment and theever-increasing costs attributed to poor decision making require that marketing research provide sound information. Sound decisions are not based on gut feeling, intuition, or even pure judgment.Marketing managers make numerous strategic and tactical decisions in the process of identifying and satisfying customer needs. They make decisions about potential opportunities, target market selection, market segmentation, planning and implementing marketing programs, marketing performance, and control. These decisions are complicated by interactions between the controllable marketing variables of product, pricing, promotion, and distribution. Further complications are added by uncontrollable environmental factors such as general economic conditions, technology, public policies and laws, political environment, competition, and social and cultural changes. Another factor in this mix is the complexity of consumers. Marketing research helps the marketing manager link the marketing variables with the environment and the consumers. It helps remove some of the uncertainty by providing relevant information about the marketing variables, environment, and consumers. In the absence of relevant information, consumers' response to marketing programs cannot be predicted reliably or accurately. Ongoing marketing research programs provide information on controllable and non-controllable factors and consumers; this information enhances the effectiveness of decisions made by marketing managers.Traditionally, marketing researchers were responsible for providing therelevant information and marketing decisions were made by the managers. However, the roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. The role of marketing research in managerial decision making is explained further using the framework of the "DECIDE" model:The DECIDE model conceptualizes managerial decision making as a series of six steps. The decision process begins by precisely defining the problem or opportunity, along with the objectives and constraints.[5] Next, the possible decision factors that make up the alternative courses of action (controllable factors) and uncertainties (uncontrollable factors)are enumerated. Then, relevant information on the alternatives and possible outcomesis collected. The next step is to identify and select the best alternative based on chosen criteria or measures of success. Then a detailed plan to develop and implement the alternative selected is developed and put into effect. Last, the outcome of the decision and the decision process itself are evaluated.First, marketing research is systematic. Thus systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses. Experts in marketing research have shown that studies featuring multiple and often competing hypotheses yield more meaningful results than those featuring only one dominant hypothesis.Marketing research is objective. It attempts to provide accurate information that reflects a true state of affairs. It should be conducted impartially. While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of theresearcher or the management. Research which is motivated by personal or political gain involves a breach of professional standards. Such research is deliberately biased so as to result in predetermined findings. The objective nature of marketing research underscores the importance of ethical considerations. Also, researchers should always be objective with regard to the selection of information to be featured in reference texts because such literature should offer a comprehensive view on marketing. Research has shown, however, that many marketing textbooks do not feature important principles in marketing research.International Marketing Research follows the same path as domestic research, but there are a few more problems that may arise. Customers in international markets may have very different customs, cultures, and expectations from the same company. In this case, Marketing Research relies more on primary data rather than secondary information. Gathering the primary data can be hindered by language, literacy and access to technology. Basic Cultural and Market intelligence information will be needed to maximize the research effectiveness. Some of the steps that would help overcoming barriers include; 1. Collect secondary information on the country under study from reliable international source e.g. WHO 2. Collect secondary information on the product/service under study from available sources 3. Collect secondary information on product manufacturers and service providers under study in relevant country 4. Collect secondary information on culture and common business practices 5. Ask questions to get better understanding of reasons behind any recommendations for a specific methodology。
我喜欢的国潮品牌英语作文
My Favorite Chinese Trendy BrandIn the vast sea of fashion, there is a special place reserved for Chinese trendy brands. These brands, often referred to as "Guochao" in Chinese, are a testament to the unique blend of traditional and modern elements that captivate the hearts of many. Among the countless Guochao brands, there is one that particularly stands out to me—Li-Ning.Li-Ning, a sports brand named after the renowned Chinese gymnast Li Ning, has long been a symbol of national pride and innovation in the realm of sportswear. Its journey from a humble beginning to becoming a global phenomenon is nothing short of remarkable. What sets Li-Ning apart is its ability to fuse traditional Chinese elements with contemporary design, creating a line of products that are both stylish and functional.The brand's designs often incorporate traditional Chinese patterns and motifs, such as cloud patterns and dragon embroideries, giving a nod to the rich cultural heritage of the country. At the same time, Li-Ning remains committed to innovation and technology, incorporatingadvanced materials and techniques into its products to ensure optimal performance.One of the things that I admire most about Li-Ning is its commitment to sustainability. The brand is constantly exploring ways to reduce its environmental impact, from using eco-friendly materials to implementing sustainable manufacturing processes. This dedication to sustainability not only aligns with my personal values but also demonstrates the brand's responsibility towards the planet. Moreover, Li-Ning's marketing strategies are also worth mentioning. The brand has successfully tapped into the emotional connection that many Chinese consumers have with their cultural heritage, making it a popular choice among the younger generation. Through collaborations with influencers and celebrities, as well as innovative campaigns, Li-Ning has managed to stay relevant and trendy in the fast-paced world of fashion.As a consumer, I am constantly impressed by the quality and design of Li-Ning's products. Whether it's a pair of sneakers or a sports jacket, each piece is a testament to the brand's commitment to excellence. The attention todetail and the use of high-quality materials make Li-Ning products not only durable but also fashionable.In conclusion, Li-Ning is my favorite Chinese trendy brand for its unique blend of traditional and modern elements, commitment to sustainability, and dedication to innovation and quality. The brand's ability to strike a balance between honoring its cultural heritage and staying relevant in the modern fashion landscape is truly commendable. As Li-Ning continues to grow and evolve, I am confident that it will continue to inspire and captivate the hearts of many.**我喜欢的国潮品牌**在时尚的海洋中，中国潮流品牌占据着一席之地。
李宁品牌英语介绍
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The Group adopts a multi-brand business development strategy. In addition to its core LI-NING brand, the Group 1.distributes sports products under its Z-DO brand via hypermarket channel; 2.manufactures, markets, distributes and sells outdoor sports products under the French brand AIGLE in the PRC, the exclusive right of which was granted to a joint venture established with Aigle International S.A.; 3.engages in manufacture, research and development, marketing and sale of table tennis and other sports equipment under the Double Happiness brand through a subsidiary in which the Group has a 57.5% interest; 4.develops, manufactures, markets, distributes and sells the licensed products under the Italian sports fashion brand Lotto in the PRC under an exclusive license granted by a company owned by Lotto Sport Italia S.p.A.; and 5.engages in the research and development, manufacture and sale of professional badminton equipment under the Kason brand.
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LI-NING（make the change）Jiafeng Yao@01241300As a FM student, I’d like to tell something about fashion and marketing .My research is about the development ofLI-NING, a sport brand that is famous in China. And give the conclusion that a successful brand needs a wide range of conditions, like the 4Ps Marketing Mix (Product, Pricing, Promotion and Placement), 3C(Company, Consumer and Competition), and other things.The success of “Lining” firstly benef itted from the name “Lining” (The brand is named of its founder，whose name is LI NING)., To some extent this word means heroism and nationalism. LINING is a legend person in China who is famous known as "the prince of gymnastics". In the 2008 Olympic games, he is the person to light the torch. When he retired from the military, he registered the brand of LI-NING in April 1990. The company was announced to set up in May 1990.At the early stage of entrepreneurship, the company positioned this “Lining” as a “senior brand inside the country”.Nonetheless, the market and retailers didn’t respect and accept the first product at all because of its high price. Due to the fact that company should deal with the surviving first, Lining demoted the price to which acceptable to the general, and positioned itself as middle and senior brand to the market. In this period, the major marketing method was sports sponsoring and franchising. Franchising was a sweet mistake. Lining could not enter the state-owned shopping centers because it was not a state-owned company, and that led Lining to find another way, a fantastic way. On one hand, Lining contacted his former teammates and friends, on the other, he persuaded individual dealers to sell the products. In 1990, the first specialty store was set up in Beijing. Benefited from its popularization, Lining came into the stage of rapid growth; one of the most popular jackets sold 200,000 pieces!In the year 1990, Lining successfully sponsored the Asian Game in Beijing, from when the consumers broadly recognized the brand. From then on, sports sponsoring became the major way of marketing in Lining.Thus, I hold the view that a successful brand needs to find the best channels, the society marketing. As LI-NING, successfully sponsored the Asia Game, which made the brand broadly known in the country. After that, sports sponsoringbecame the major way to market spread. In addition the sponsoring brings Li-ning a healthy image.I think the positioning corresponded to the market is also important: in total the positioning of LI-NING is a great match for Chinese consumers. In the early 1990s, Chinese sports industry has a great potential for development, product supply is not sufficient, Nike, Adidas, the international renowned sports brands have not yet entered the Chinese market, so there are many gaps in the market. Chinese consumers’demand for sports products has just been aroused, but the demand for sports and leisure clothing is still unity. Li-Ning Company caught the choice.But, everything is changing in the world, the Financial Storm decreases the number of group consumers, which made Lining lost its major direction. Internally, the rapid development and pluralism led to the increasing cost and severe internal friction.Faced this situation, Li-Ning Company determined to eliminate the poor management, and combine the rest subsidiaries. The most important integration is based on the footwear company; and set up a company that specializing in the production and management of Li-Ning’s sportswear, sports shoes and accessories.So，marketing segmentation and choose the target market is necessary.But I think LI-NING still has something to improve. Two aspects. One is the too long of the product line.Both the production of mid-range of sports apparel, sports shoes and bag, hat, and the production of high-end golf products, the coverage of customer’s age is too wide, from the clothing for 14 children to the shoes for 40-year-old man.LI-NING do not have a particular long life cycle of a stable core product. This lack of market segmentation directly derived from the number of brand management issues, such as the unclear of target consumer group, actual consumers and target consumer is inconsistent.Second，Unclear positioning.Consumers do not have a clear impression on Li-Ning, just scattered and vague, such as sporting, elegant, national…a variety of feelings. Different from Nike and Adidas, who sent out a very clear brand personality, for example, Nike is "beyond" and "enjoy ourselves in the competition," Adidas is "mature" and "professional. "And consumer awareness of the Li Ning brand "national character"In my opinion, for LI-NING, There are several marketing strategies that make it successful.First. The subdivision of the sports marketSecond. Choose the target market. In conclusion, Lining has the following ways to select the target market:1.Occupy the middle-End market, which is categorized by price.2.Move to the upper level smoothly and quit the low-end market depending on the middle-end.3.Extend to other levels while targeting the middle-end market as the major battlefield。