声明
致谢
Chapter 1 Introduction
1.1 Background of the Study
1.2 Significance for the Study
1.3 Structure of the Thesis
1.4 Company Overview
1.4.1 The Main Development Process of Li-Ning Company
1.4.2 Li-Ning's main revenue profile
1.4.3 Li-Ning's Brand Rebuilding and Brand Returning
Chapter 2 Literature Review
2.1 Basic Concepts
2.1.1 Positioning
2.1.2 Brand
2.2.1 Traditional Marketing Strategies
2.2.2 Consumer Demand Theories
2.3 Previous Studies Conducted at Home and Abroad
2.3.1 Researches on Positioning Abroad
2.3.2 Researches on Positioning at Home
2.3.3 Consumer Demand of Sports Brands Abroad.
2.3.4 Consumer Demand of Sports Brands at Home
2.4 Cross-culture
Chapter 3 Research Methodology
3.1 Research Questions
Ⅳ. What is the difference between Li-Ning's marketing strategies of the two stages?
3.2.2 Quantitative Research -- Questionnaire
3.3 Research Procedures
Chapter 4 Analysis and Discussions
4.1 Questionnaire
4.1.1 Sample Overview
4.1.2 Consumer profile at the "Brand Returning" stage
4.1.3 Consumer demand in the "Brand Returning" stage
4.1.4 Consumer feedback in the "Brand Returning" stage
4.2 Case Analysis in the "Brand Rebuilding" Stage
4.2.1 Consumer Positioning
4.2.2 Category
4.2.3 Brand Marketing
4.3 Case Analysis in the "Brand Returning" Stage
4.3.1 Development of Sports Goods Industry
4.3.2Analysis of market competition in the sport goods industry
4.3.3 Category in the "Brand Returning" Stage
4.3.4 Brand Marketing in the "Brand Returning" Stage
4.3.5 Marketing Strategies from a Cross-cultural Perspective
Chapter 5 Conclusions
5.1 Major findings
Ⅳ. Differences of marketing strategy
Ⅴ. Effects of cross-culture on marketing strategy
5.2 Implications of the Research
5.3 Limitations of the present research
参考文献
Appendix：The Questionnaire onthe consumers of Li-Ning Company
个人简历 在读期间发表的学术论文与研究成果
对外经济贸易大学;
