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在市场竞争程度日益激烈,产品同质化现象越来越严重的情况下,善因营销越来越受到企业的青睐和重视,李宁公司自然也不例外。通过查阅文献资料、逻辑分析、比较分析方法,对目前我国知名品牌李宁公司实施善因营销过程中的成功之处与存在的问题进行分析,并对李宁公司实施善因营销战略提供具有建设性的建议,同时为其它企业实施善因营销提供宝贵的可借鉴的经验。
In the increasingly fierce market competition, product homogeneity is more and more serious case, good for marketing more and more favored by the enterprises and attention, Li Ning is no exception. By referring to the literature, logical analysis and comparative analysis, this paper analyzes the success and the existing problems in the marketing process of Li Ning, a well-known brand in China, and provides constructive suggestions for Li Ning to implement good marketing strategy Suggestions, while for other companies to implement good for marketing provides valuable lessons learned.