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1、ThereportofInternationalmarketingresearchIntroductionCompanyprofileLiningcompanywasestablishedin1990,aftertwentyyearsofexploration,hasgraduallybecometherepresentativesofChinasportsbrandcompany.LININGcompanytotakemultiplebrandbusinessdevelopmentstrategy,Inaddit
2、iontoowncoreLININGbrand,alsohasLOTTO,AIGLE,Z-DO.Inaddition,liningcompanyholdingstakeinShanghaifortune,KaiShengsports.ResearchbackgroundStartfromtheendof2010,liningcompanystockisheavyselling,accordingtothe2011liningcompany'sannualfinancialstatementsshowthatnetp
3、rofitfell65.2%to386millionyuan,theincomedecreasedby5.8%to8.929billionyuan.AfterthereplacementLogotwoyears,liningcompany'ssharepricefellmorethan70%,lostthefirstlocalsportsbrandpositionResearchobjective:1,Inthefaceofthefiercemarketcompetitionpattern,liningcompan
4、ywillbrandpositioninginthe"Serviceforthegenerationafter90s",andmakeeffortstoexpandtheadvantageproductsinyouthconsumergroups,withthesalespromotionformtothebrandnewintegration.2,Understandingcustomervaluesportsclothing,shoes,whatfunctionandappearance,price,servi
5、ce,etc.;Knowthecustomersinthepurchase,salespromotionactivitiesonpurchasebehaviorinfluence,knowthecustomersonthematerial,technologyandmanufacturingtechnologyinnovationrecognitiondegree,andtheconsumerbackgroundcharacteristicsmakeanalysis.3,Byconsolidatingthedome
6、sticmarket,andgraduallydevelopingtheinternational6market.Question11)Companyhavedevelopmentcenterandcertainresearchanddevelopmentability,butproductdevelopmentmainlyfocusondesignandstyle,inthecoretechnologyresearchanddevelopmentontheinadequateinvestment.2)Produc
7、tmovementserieslevelisrelativelylow.Solutions1)Increasethemovementofthescienceandtechnologyresearchanddevelopmentinvestment2)StrengtheningthemovementofproductsseriesofforceQuestion21Thecoreconsumersaging2Productpositioningbiasleisure,lackofprofessionalsportsat
8、tribute3Affinityasbrandpersonalitynotcatertoandsatisfytheyoungconsumersdemands4MarketingtotraditionalmediaadvertisingmethodisgivenprioritytoSolutions1)Positioning15-25yearsoldyoung
