李宁公司与安踏公司品牌塑造模式的比较-《体育科学研究》

文章信息/Info

Title:: A Comparative Study of Branding Models about Li Ning and Anta Company

Author(s):: LUO Yang-jian; WENG Biao; （College of Sports Science，Fujian Normal University，Fuzhou 350000,China）

摘要:: 为探寻李宁公司与安踏公司品牌塑造模式的差异，研究通过对李宁公司与安踏公司的品牌定位、广告词模式、形象代言人模式、实效VI模式进行比较分析。结果表明：李宁公司品牌定位不清晰、品牌塑造过程过于单一，导致了公司的营业额逐年下跌；安踏公司品牌定位清晰、塑造模式专注，但是核心科技匮乏直接导致与李宁公司的差距。研究对国内其他体育用品公司的品牌塑造模式提出合理化建议：各公司应根据品牌定位，设计出与公司理念相契合的体育用品；在形象代言人以及广告词的选择上，应与公司营销理念相符；不应该盲目地走国际化道路，而应专注于国内市场和产品的核心科技。

Abstract:: In order to explore the differences between the branding models of Li Ning and Anta，this study compares Li Ning and ANTA＇s brand positioning，advertising word model，spokesperson model，and effective VI model. The results show that：Li Ning＇s brand positioning is not clear，and the branding process is too single，resulting in the company＇s turnover decreased year by year. However，Anta＇s brand positioning is specific and modeling focus，but the lack of core technology directly leads to the gap with Li Ning. Provide reasonable suggestions for branding models for other domestic sporting goods companies，as follows：Each company should design sports products that match the company＇s vision and value according to their brand positioning；the selection of media spokespersons and advertisement words should be consistent with the company＇s marketing strategies；We should not blindly take the path of internationalization，but focus on the core technology of the domestic market and products.