Analysis of Li Ning’s International Marketing Strategy and Its Development Path

Abstract

As a leading domestic sporting goods company in China, Li Ning has always occupied a large number of domestic market share. However, with the rapid development of globalization, the targeted penetration of international brands into the Chinese market began to shake Li Ning's position in the local market. This paper focuses on Li Ning's brand itself, repositions its development path and direction, and studies the shortcomings of Li Ning's current marketing strategy. Based on the analysis of Li Ning's brand market strategy model, the researchers put forward a series of suggestions to provide a more comprehensive direction for Li Ning's future expansion plan. During the study, the researchers used the SWOT model, the competitor model, and the stakeholder analysis method to help establish the depth and completeness of the content. In a word, Li Ning's existing cultural diversity and channels for external expansion are relatively lacking. At present, Li Ning can only strengthen technological innovation and improve international image awareness (change of spokespersons or transnational cooperation, etc.) to successfully create an excellent marketing strategy of globalization.