我国目前的体育用品品牌在我国国内发展迅速，但是在品牌市场上依然存 在着诸多方面的问题，比如品牌的同质化、品牌的独特性区分不明显以及品牌 形象依旧在的中低端等这些方面的问题逐渐突出，从而导致整个行业竞争非常 激烈。目前我国高端方面有耐克、阿迪达斯等国际品牌占据了品牌的优势和领 先的科技，占领的运动品牌的顶端。目前，耐克和阿迪达斯等这些国际性品牌 的销售产品 80%的均在中国制造。由此可以看来我国的国内运动品牌企业，在 制造技术方面依然存在较大的差距，而且在其品牌的创新和科技研发的高度以 及企业文化塑造方面也存在诸多方面的问题。但是目前我国诸多国产的体育运 动品牌中，似乎只有“韦德之道”这一品牌一枝独秀。然而，“韦德之道”在 目前的发展过程当中出现了品牌老化的问题，而且随着市场的不断发展，青少 年对“韦德之道”的品牌认知度也呈现出逐年下降的态势。“韦德之道”当前 不仅面临着企业经营方面的亏损，更重要的是在扩展市场过程当中依然存在诸 多方面的阻力。在目前的背景之下，“韦德之道”仍然面临产品不断的优化及 营销策略的问题。“韦德之道”根据其市场环境的不断变化以及消费者需求和 认知程度的不断变化，并逐渐提升为的最大的营销策略的针对性。由此看来， “韦德之道”现在面临的问题就是如何通过其营销策略的提升，从而扭转“韦 德之道”品牌亏损的局面，加强“韦德之道”的品牌塑造力，从而促使“韦德 之道”能够在体育用品市场上能够继续独掌一枝独秀的风范。本文主要通过对 “韦德之道”目前的状况以及经营环境进行详细的分析，在经营环境方面主要 通过对内部环境分析和微观环境分析，以获得对“韦德之道”的经营环境的全 方位认识。 本文首先分析“韦德之道 ”的市场环境中，也充分采用波特五力模型分析 法，对于面临的主要的竞争对手所展现出来的优势和劣势进行详细的分析，以 分析得知到目前的品牌形势；其次，在“韦德之道”的营销策略上充分采用了 4P 和 4V 营销理论工具，在 4P 营销理论方面，主要注重对“韦德之道”的产 品策略、价格策略、渠道策略和促销策略方面进行全方位的分析，并分析目前 在 4P 营销理论方面对“韦德之道”带来的市场表现以及对整个系列发生的影 响。在 4V 营销理论分析方面，主要尝试了“韦德之道”在目前的差异化营销、 功能化营销以及附加价值方面营销所采取的营销策略。然后，在整个“韦德之 道”的内外部环境的分析基础上，针对“韦德之道”目前的营销策略存在的不 足之处进行详细的探究。最后，结合“韦德之道”的市场定位情况以及营销目 标，并采用相关的营销理论进行详细的分析，提出针对目前市场环境当中，“韦 德之道”的营销策略的优化建议。 关键词：李宁公司，“韦德之道”，营销策略，品牌策略I Abstract 21st century China, the world sports world has never taken up the responsibility of developing the economy. Since the reform and opening up, China's sports industry has been booming, and it is rapidly evolving in the direction of socialization and industrialization. So far, the industrial status of China's sports has been initially established, and the sports industry is becoming a new growth point for China's national economy. As an important part of China's sports industry, China's sporting goods industry is showing attractive development prospects and great growth potential. With the development of the economy, the market economy has gradually shifted from a product economy to a brand economy, and brand awareness has increased. More and more enterprises have increased their investment in the intangible assets of the brand, established their own good brand image and corporate image, and formed a good memory in the hearts of consumers or directly caused consumers to purchase. Compared with NIKE's global $32 billion and the 12 billion euros that ADIDAS sells globally, Li Ning's gap is still very large. But just like the rise of China's home appliance industry (such as the global market share of Galanz microwave ovens reaches 60%), as long as Chinese sports brands only have to find the right direction, focus on brand building, develop correct marketing strategies, and build core competitiveness, there is also hope. Like the home appliance industry, in addition to building an advantage in China, it can also make a difference in the international arena and push the Chinese sports brand to the world. This article mainly through the Wade Road current situation and the business environment carries on the detailed analysis, in the management environment aspect mainly through to the internal environment analysis and the microcosmic environment analysis, In order to obtain a comprehensive understanding of the business environment of Wade Road. In this paper, we first analyze the market environment of Wade's Road, andII also make a detailed analysis of the advantages and disadvantages of the main competitors by using the Baud-five force model analysis method. Through the analysis to know the current brand form; Secondly, in the marketing strategy of Wade Road, 4P and 4V marketing theory tools are fully used. In 4P marketing theory, the main focus is on the product strategy and price strategy of Wade Road. All-round analysis of channel strategy and promotion strategy, and analysis of the current 4p marketing theory to Wade's way brought market performance and the entire series. The effects that have taken place. In the aspect of 4V marketing theory analysis, this paper mainly tries the marketing strategy of Wade's Road in the aspects of differential marketing, functionalized marketing and added value. Then, on the basis of the analysis of the internal and external environment of the whole Wade Road, this paper probes into the shortcomings of the current marketing strategy of Wade Road in detail. Finally, combining with the market orientation and marketing target of Wade Road, and using the relevant marketing theory to carry on the detailed analysis, has put forward to the current market environment, Wade Road the marketing strategy optimization suggestion, Wade Road in the present market environment, Wade's Road the marketing strategy optimization suggestion has been put forward. Keywords: Li Ning Company, Wade Way, Marketing Strategy, Brand StrategyI 目 录 1 绪论.................................................................................................................................1 1.1 研究背景...................................................................................................................1 1.2 研究意义...................................................................................................................2 1.3 文献综述....................................................................................................................3 1.3.1 国外相关文献综述 .............................................................................................3 1.3.2 国内相关文献综述 .............................................................................................4 1.3.3 文献评述 .............................................................................................................6 1.4 研究内容...................................................................................................................7 1.5 研究方法...................................................................................................................7 2 相关营销理论分析.........................................................................................................9 2.1 营销理论与实践的发展...........................................................................................9 2.2 4P 营销理论 ..............................................................................................................9 2.3 4V 营销理论............................................................................................................11 2.4 新媒体营销.............................................................................................................12 2.5 整合营销传播.........................................................................................................12 3 “韦德之道”营销环境分析.......................................................................................14 3.1“韦德之道”品牌创立背景及发展历程...............................................................14 3.1.1“韦德之道”品牌创立背景 ............................................................