李宁公司市场营销分析英文版（大全5篇）

第一篇：李宁公司市场营销分析英文版

The report of International marketing research

Introduction

Company profile

Li ning company was established in 1990, after twenty years of exploration, has gradually become the representatives of China sports brand company.LI NING company to take multiple brand business development strategy, In addition to own core LI NING brand, also has LOTTO, AIGLE, Z-DO.In addition, li ning company holding stake in Shanghai fortune, KaiSheng sports.Research background

Start from the end of 2010, li ning company stock is heavy selling, according to the 2011 li ning company's annual financial statements show that net profit fell 65.2% to 386 million yuan, the income decreased by 5.8% to 8.929 billion yuan.After the replacement Logo two years, li ning company's share price fell more than 70%, lost the first local sports brand position

Research objective:

1, In the face of the fierce market competition pattern, li ning company will brand positioning in the “Service for the generation after 90 s”, and make efforts to expand the advantage products in youth consumer groups, with the sales promotion form to the brand new integration.2, Understanding customer value sports clothing, shoes, what function and appearance, price, service, etc.;Know the customers in the purchase, sales promotion activities on purchase behavior influence, know the customers on the material, technology and manufacturing technology innovation recognition degree, and the consumer background characteristics make analysis.3, By consolidating the domestic market, and gradually developing the international

market.Question 1

1)Company have development center and certain research and development ability, but product development mainly focus on design and style, in the core technology research and development on the inadequate investment.2)Product movement series level is relatively low.Solutions

1)Increase the movement of the science and technology research and development investment

2)Strengthening the movement of products series of force

Question 2The core consumers agingProduct positioning bias leisure, lack of professional sports attributeAffinity as brand personality not cater to and satisfy the young consumers demands4 Marketing to traditional media advertising method is given priority to

Solutions

1)Positioning 15-25 years old young consumers

2)Desalination on product and leisure publicity and promotion, shaping professional sport product image

Shaping motion, personality, successful brand personality

3)Adopting appropriate advertising spokesperson

4)Increase in sports marketing

Question 3.Introduce the actual function, technical features to attract consumer advertising too little.Solution

In the near future, to introduce the product function of advertising give priority to, complementary with simple slogan class propaganda forms of advertising.4Ps strategies in international marketing

Product

Product positioning: core consumer aging, product positioning deviation leisure, lack of professional sports properties, affinity.As a brand, individual character not cater to the young consumer demand and satisfaction.Product brand: “everything is possible”, li ning company will “brand internationalization strategy agenda, LiNingRen mentioned” internationalization “as a clear direction for the internal behavior of the process, but is not a simple goal or the iconic symbol.August 14， China's famous sports brand li ning and NBA star o 'neal signed in Beijing.The company in order to let NBA star to be their spokesman,spent total of $10 million

Price

The price is an important means of market competition, is the only factor of generating income.This brand li ning also not directly according to the high price strategy, but the price is reasonable, so many students can buy, make their own product is popular, very suitable for China's market demand.Place

Enterprise have channel resources to participate in market competition has become

the key to obtain competitive advantage resources.Li ning company began to establish its own sales and marketing network, agents mainly contest system is given priority to, build up rapidly across the country to join chain monopoly system.”Li ning“ early began to channel adjustment, li ning company in addition to request the dealer must open stores outside, the company also take great effort for the dealer to do training for dealers, cultivate qualified manager.At the same time, ”li ning“ himself in the construction of stores.Basically in each store, ”li ning“ will be according to the importance of technology and complexity, through the functional advertising and sales to customers the POP detailed communication and described;Product plate also have the technology in detail and interpretation.These small changes, is slowly in the consumers' mind, begin to form li ning brand high science and technology content and professional image.In fact, by the end of 2004, ”li ning" shop the total number of 2887 rooms, among them, the franchise dealers business retail outlets between 2526 and 120 retail stores operating rooms and self-supporting special counters between 241.In addition in Beijing and Shanghai gold section of opened three stores and large display and decorating modern flagship store.By 2005, the image of these stores, has been going on for the fourth upgrade to comply with the new development trend.Li ning company and Germany SAP company cooperation, the establishment of the international synchronization with the advanced ERP(Enterprise Resources Planning, Enterprise resource Planning);A year later, li ning in Spain, Greece, France and other European countries and develop their franchise dealers;In 2001, li ning company first overseas image store in Spain Santander(Santander)was founded;In the same year, li ning and France, Italy's top fashion designer signing, clothing design began to catch up with international trends...Li ning company's sales network a certain scale, although the network quality(such as shops position, sales, etc.)is uneven, but has a solid foundation: network coverage,full, can radiation national main area;Retail terminal various formats;Network localization degree is high, the most familiar with local market by local management;The dealer after years of cultivation, relative stability, the li ning brand loyalty high;Channel improved foundation is good, quick first step, secondary input low, channel transverse broaden the channels, the longitudinal extension, permeability is good, the diversification of channel more compatible products category.Promotion

Promotion of marketing mix is one of the important content, promote enterprise complete business objectives.Marketing to traditional media and emotion type advertisement mode is given priority to.In advertising, li ning company has launched a series of lining for improve the product function understanding of advertising, it all in the Chinese market has made encouraging market reaction.Li ning company was set up in the first 10 years, li ning has been mainly rely on sponsoring the Chinese delegation to attend the Olympic Games, Asian games and the Chinese gymnastics team won the good reputation for himself.In other words, the Chinese Olympic delegation, the Asian games and the Chinese gymnastics team delegation is li ning image endorsement.And li ning's international brand the breakthrough from 2000 sponsorship gymnastics association started, two years later, li ning sponsorship Spanish women's basketball team to participate in the 14th world women's basketball team championship provide a decent even body.Two years ago the Olympic Games, li ning sponsored a Spanish men and women basketball team.Last year, li ning and signing NBA, become the NBA market partners.NBA become the image of li ning in fact speak.In January, li ning and NBA famous Cleveland

cavaliers guard Damon Jones signing.On Friday，Li ning brand became the first Chinese sports brand in NBA.Soon, li ning and signed with shaq.It is understood that the li ning has been pursuing another two NBA superstar, dwyane wade and Ben Wallace, and li ning company has also aim at the men's tennis star.Research results

Li ning company, overseas sales basic no improvement, is still in the preparatory stage.Although the Chinese market is the international brand will struggle of the land, but with the domestic sports brand boss position cannot match, li ning currently about 99% of the turnover in the domestic market and overseas market accounted for only 1% of the total sales to li ning.This embarrassing data illustrate the li ning in the international market vulnerable, must increase brand into, make brand internationalization, let everyone recognized, in order to earn more brand added value.High, low product collocation, adhere to the distribution and innovation route.

第二篇：李宁公司市场营销分析中文版

大家早上好，在演讲前，先由我来介绍一下我们这一组的成员，我们这组的成员有XXXXXXXX

我们的市场调研报告是关于李宁公司的 首先

由我来做一个公司简介

李宁公司成立于1990年，经过二十年的探索，已逐步成为代表中国的、国际领先的运动品牌公司。李宁公司采取多品牌业务发展策略，除自有核心李宁品牌（LI-NING），还拥有LOTTO、AIGLE、Z-DO。此外，李宁公司控股上海红双喜、全资收购凯胜体育。

接下来是调研背景

从2010年底开始，李宁公司股票被大量抛售，据2011年李宁公司的财务报表显示，净利润下降65.2%至3.86亿元，收入减少5.8%至89.29亿元。在更换Logo后两年里，李宁公司股价下跌超过70%，失去本土第一体育品牌的位置

这次调研的目的是：

1、面对日益激烈的市场竞争格局，李宁公司将品牌定位在“服务90后新一代”努力扩大优势产品在青年消费群体中的销售业绩，以促销形式对整个品牌的重新整合。

2、了解顾客看重运动服饰,鞋子的哪些功能，以及外观、价格、售后服务等；了解顾客在购买时，促销活动对购买行为的影响，了解顾客对材料，技术和制造工艺创新的认可程度，并对消费者背景特征做出分析。

3、通过巩固国内市场，逐渐发展国际市场。接下来由组员XX来继续介绍

———————————————— 调研发现的问题有三 问题1 1）公司拥有开发中心和一定的研发能力,但产品研发主要集中在

款式和样式上,在核心技术研发上投入不足

2）产品的运动系列化程度较低

解决方法

1)加大运动科技的研发投入力度

2)加大产品的运动系列化力

问题2 1核心消费群老化

2产品定位偏向休闲,缺乏专业运动属性

3亲和力作为品牌个性没有迎合和满足年轻消费者诉求 4营销推广以传统媒体广告方式为主

解决方案

1)定位15-25岁年輕消费者

2)淡化对产品休闲性的宣传和推广,塑造专业运动品形象

塑造运动的,个性的,成功品牌个性

3)采用合适的广告代言人

4)加大运动营销投入 问题3。

通过介绍产品实际功能、技术特点来吸引消费者的广告太少。解决方案

在不久的将来,介绍产品功能的广告为主,辅以简单的口号类宣传的广告形式。

先来说说 产品

企业的一切经营活动都是围绕着产品进行的，即通过及时、有效地提供消费者所需要的产品而实现企业的发展目标。产品定位：核心消费群老化，产品定位偏向休闲，缺乏专业运动属性，亲和力作为品牌个性没有迎合和满足年轻消费者需求。产品品牌：“一切皆有可能”，李宁公司将“品牌国际化”提到了战略议程上，李宁人把“国际化”看作是一种有明确方向的内在行为过程，而并非是一个简简单单的目标或标志性的符号。8月14日，中国知名体育品牌李宁与NBA巨星奥尼尔在北京签约。前者花了1000万美元获得了奥尼尔在中国国内的代言权。

价格

价格是市场竞争的重要手段，也是唯一产生收入的因素。李宁这个品牌也没有直接按高价格策略来，而是价格比较合理化，这样很多学生都可以买，使得自己的产品比较大众化，非常适合于中国的市场需求。下面由组员XX来补充

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渠道

企业所拥有的渠道资源已经成为参与市场竞争获取竞争优势的关键资源。李宁公司开始建立自己的营销网络，代理商主要以体委系统为主，在全国迅速建立起加盟连锁专卖体系。“李宁”早期就开始了对渠道的调整，李宁公司除了要求经销商必须开专卖店以外，公司还花大力气为经销商做培训，为经销商培养合格的店长。同时，”李宁”自己也在建设专卖店。基本上在每个专卖店，”李宁”都会根据技术的重要性和复杂性，通过功能性广告和售店内POP向客户进行详细的沟通和阐述；产品的标牌也有对技术进行详细说明和解释。这些微小的变化，都慢慢在消费者心目中，开始形成李宁品牌科技含量高及专业化的形象。实际上，到2004年底，”李宁”的店铺总数量达2887间，其中，特许经销商经营零售门市2526间，自营零售店120间和自营特约专柜241间。此外在北京及上海之黄金地段开设了三间店面较大及陈列及装修现代化的旗舰店。而到2005年，这些店面的形象，已经进行了第四次升级，以符合新的发展潮流。

李宁公司与德国SAP公司合作，建立了与国际同步的先进的ERP系统（企业资源计划）；一年后，李宁在西班牙、希腊、法国等欧洲9国拓展了自己的特许经销商；2001年李宁公司的第一家海外形象店在西班牙桑坦德成立；同年，李宁与法国、意大利的顶级服装设计师签约，服装设计开始赶超国际潮流.李宁公司的销售网络初具规模，虽然网络的质量（如商铺位置、销售额等）参差不齐，但是已有了相当扎实的基础：网络覆盖面大、全，能辐射全国主要区域；零售终端业态多样；网络本地化程度高，由最熟悉本地市场的本地人经营；经销商经多年培育，相对稳定，对李宁牌忠诚度高；渠道改良的基础好，起步快、二次投入低，渠道的横向拓宽，渠道的纵向延伸、渗透都很好，渠道的多元化兼容多品类产品。

再来说一下促销

促销是市场营销组合中的一项重要内容，促进企业完成经营目标。营销推广以传统媒体和情感型广告方式为主。，在广告方面，”李宁”推出了系列针对提升大众对“李宁牌”的运动产品及新型专门鞋类系列的功能性广告，2004年4月推出以“李宁带给中国运动飞的力量”为主题之全新广告系列及“一切皆有可能”的品牌理念，这一切在中国市场都取得了令人鼓舞的市场反应。

李宁公司成立的最初10年，李宁一直主要依靠赞助中国代表团参加奥运会、亚运会以及中国体操队为自己赢得良好的口碑。换句话说，中国奥运会代表团、亚运会代表团以及中国体操队就是李宁的形象代言。

而李宁的国际化品牌突破则是从2000年赞助体操协会开始的，两年后，李宁为西班牙女篮参加第14届世界女篮锦标赛提供一体连身比赛服。两年前的奥运会，李宁赞助了西班牙男女篮球队。去年初，李宁与NBA签约，成为NBA官方市场合作伙伴。NBA成为李宁事实上的形象代言。今年1月，李宁与NBA克里夫兰骑士队著名后卫达蒙•琼斯签约，达蒙•琼斯穿着李宁战靴征战NBA。李宁品牌成为第一个出现在NBA赛场上的中国体育品牌。很快，李宁又与奥尼尔签约。据了解，李宁已经盯上另外两名NBA巨星——韦德和本•华莱士，并且李宁公司也已经瞄准世界男子网球明星。最后由组员XX来做一个调研结果总结：

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李宁公司海外销售基本没什么起色，仍处于准备阶段。尽管中国市场是国际品牌必争的宝地，但与国内运动品牌老大的地位极不相称的是，李宁目前约99%的营业额在国内市场，海外市场仅占到李宁总销售额的1%。这个尴尬的数据说明了李宁在国际市场的弱势，必须加大品牌投入，使品牌国际化，让大家认可，以赚得更多的品牌附加值。高，低端的产品搭配，坚持走分销和创新路线。

谢谢大家耐心听我们的市场调研，我们的演讲结束了，还有其他问题吗？谢谢再见

第三篇：分析李宁公司

竞争环境：在我国的高端市场与低端市场存在较大的差别。在高端市场，消费者更注重品牌影响力以及品牌产品的时尚性、专业性，产品价格较高，利润较大，但是进入高端市场的壁垒过高，而且替代产品很少。在高端市场，目前还没有哪个公司完全垄断，“耐克”和“阿迪达斯”一直在进行激烈的竞争，“李宁”也开始进军高端市场，高端市场的竞争将会更加激烈。

一．“李宁”体育用品公司的竞争优势分析

1.品牌优势

“李宁”公司经过十几年的经营已经具有一定的品牌影响力，通过其特有的“草根”式营销方式，并借助2008年北京奥运会的机会使得“李宁”品牌有了一定得知名度。其独特的“东方特色”特点以及其“运动休闲”的差异化定位使其拥有了不同于“阿迪达斯”、“耐克”的独特的品牌文化和内涵。

2.价格优势

“李宁”虽然具有很高的品牌影响力，但是其价格定位一般在100元到400元之间，主要是满足二、三线城市中等收入人口的需要。与“耐克”、“阿迪达斯”的高价位相比具有一定的价格优势。

3.本土优势

“李宁”作为中国的本土企业，与“耐克”、“阿迪达斯”相比具有一定得本土优势。首先，没有文化差异，在与消费者沟通上没有太大的障碍；其次，作为中国本土企业，在一些时候，政府制定的政策对于“李宁”有利；并且，对于中国体育用品市场更加熟悉，更能掌握市场命脉，能够根据市场变化准确的采取措施来应对。

4.销售优势

“李宁”的主要市场是中国的二、三线城市，市场覆盖面相对于“耐克”、“阿迪达斯”等国际品牌更广。在销售渠道上采用在区域市场内建立子公司来进行代理的方法，分销商直接由子公司控制，渠道宽度较窄，有助于更准确的获取销售信息。在分销商方面，同一区域市场里只选择一家经销商，有助于进行销售管理。物流速度快，“李宁”产品的全国在途分拨时间为4.5天，这使得“李宁”在货物供应速度上具有很大优势。

5.差异化优势

“李宁”的“运动、休闲”的差异化的定位使得“李宁”避开了与“耐克”、“阿迪达斯”在专业化产品领域的正面竞争。并且，“李宁”中国文化特色的设计风格更容易与“耐克”、“阿迪达斯”区分开来，更容易让中国消费者接受。

6.公司销售额稳步增长

在1997年以前，“李宁”公司的销售额几乎以每年100%的比例增长，在2000年以后，“李宁”公司的年销售额增长率也几乎年年都在20%以上，高于中国体育用品市场平均增长率，带动体育用品市场的发展。

二．“李宁”体育用品公司的竞争劣势分析

1.公司实力不足。“李宁”公司虽然现在市值已经位居全球体育用品行业的第四位，但是与前三名的差距仍然很大。“耐克”市值为320.39亿美元位列第一，“阿迪达斯”位列第二，市值为153.64亿美元。

2.产品库存周转速度慢。在库存周转上，“李宁”与“耐克”和“阿迪达斯”有着很大的差距。“耐克”的平均库存周转天数为84天，而“阿迪达斯”则为64天。在2003年，“李宁”公司的库存周转天数为161天。这就意味着“李宁”公司的存货占有更大的资金，影响着现金流动和资本回报率。也就是说，“李宁”的资金使用效率只有“耐克”和“阿迪达斯”的一半。虽然经过一系列的措施，“李宁”的库存周转速度有所提高，但121天的库存周转天数仍然不能与“耐克”、“阿迪达斯”相比。

3.产品研发力度不够。虽然“李宁”最初定位是不同于“阿迪达斯”、“耐克”的“运动休闲”定位，但是随着消费者自发运动意识的提高，“李宁”也开始进军专业化领域。在专业化领域的竞争中，“李宁”产品与“耐克”、“阿迪达斯”出现差距。“李宁”的专业产品仍然停留在对于运动员比赛中的保护上。而其竞争对手“耐克”、“阿迪达斯”却已经将目光放在了体育装备对于运动员在比赛中发挥的影响上，如何提高运动员在比赛中的成绩成为了他们的主要目的。

4.广告宣传力度不够。与“耐克”、“阿迪达斯”的明星广告相比，“李宁”的草根式推广策略不能吸引消费者的目光。明星上的欠缺可能会使得“李宁”的知名度不如另外两个竞争对手，同时让人对其产品的专业化力度不能产生足够的信任，并且，缺少明星的“李宁”更不能吸引一部分追求明星的青年消费者。

5.品牌影响力不够。“耐克”跟“阿迪达斯”两家公司都已经拥有了40多年的发展历史，其品牌知名度远远大于“李宁”品牌。这使得“李宁”必然会丧失一部分以追求名牌效应为目的的消费者。

6.品牌个性不明显。“李宁”虽然以“亲和、荣誉、民族的”为其品牌个性进行宣传，但是，大多数消费者无法对“李宁”的品牌个性进行描述。

企业内部条件：“李宁”体育用品公司面临的威胁分析

1．外包生产方式上的缺陷。“李宁”公司的产品都采用外包生产的方式来生产，其主要生产工厂都在中国本土。随着经济的发展，中国的劳动力价格也在增加，这必然会使“李宁”要在产品生产上付出更多的资金。另外，在产品质量上，外包生产的方式也很难控制。

2．分散市场的风险能力较弱。“李宁”公司市场主要在中国大陆，其外包商也在中国大陆，这使得“李宁”应对中国市场变化的能力较弱。

3．产品组合宽度过广，资金不能集中在优势项目上。“李宁”为了开展多品牌战略，扩大其产品组合宽度，这使得“李宁”公司要拿出更多的资金来运转各个生产线。过多的资金用于其它产品生产线必然会使主要产品生产资金不足，影响产品研发力度以及产品生产。

“李宁”公司经过十几年的发展，通过各方面的努力与探索，确定了独特的市场定位与目标市场，在分销方式上，也创立了独特的分销管理方式，特别是其本土化优势，这是一些外来企业所不能具备的优势。而公司的劣势则可以从产品研发、渠道、客户等方面逐一加以改进。总的来说，“李宁”公司优势强与劣势。

在机会与威胁上，我们认为“李宁”公司面临的威胁要略大于机遇。随着外来强势公司进军中国市场，“李宁”面对的不仅仅是国内的本土企业，更多的体育用品巨头开始于“李宁”公司展开正面的市场争夺。虽然“李宁”牢牢的控制着二、三线城市的中档体育用品市场，但是，其中档产品形象以及低价格的定位对于“李宁”进军一线城市市场有很大的阻碍。同时，很多国内品牌也开始注重品牌策略，很多国内品牌也开始进军中档市场，使“李宁”公司处于背腹受敌的境地。所以，“李宁”在进一步制定营销策略的时候，必须充分抓住市场机会，发挥自身的优势，改进以往的不足，从而应对更加激烈的市场挑战。

供应商：供应商议价能力分析

供应商议价力量会影响产业的竞争程度，当存在大量的供应商、好的替代产品少、或者改用其他产品的转换成本很高时更是如此。

总的来说，李宁供应商的议价能力相对较弱，以下将分别从两个方面进行分析：李宁公司供应商选择策略

1．建立供应商评估制度。

李宁对技术、开发、材料、业务、QC(品质控制)、质量管理六个部门各建立了一个表格进行打分，对供应商的良品率、返工率、成本结构等环节定期进行评估，供应商的表现有了量化的分析，业绩好坏一目了然，他们心里也有了谱，知道该从哪个环节进行改进。

2.使用供应商的退出机制。

以此来形成供应商系统的优胜劣汰和良性循环。退出机制仍是依据数据分析进行的，将交货率、良品率、品质稳定性、耒来可发展性以及李宁在客户中的排名等各项指标的KPI都摆出来，与供应商进行协商对比，达成共识后就启动退出程序。第一步退出开发人员，第二步退出技术，第三步退出QC，最后结帐。

3．选择适当规模的供应商。

李宁的物流供应商都是中等规模的物流公司，这主要是从受重视程度方面来考虑的。大规模的物流公司操作上有欠灵活，而且层层管理，管理力度上不够。费用高不说，李宁期望的受重视程度也不尽如人意。而选择中等规模的物流公司，李宁就可以理直气壮的要求货物的首发地位。现在李宁的物流分拨效率是3天，比专业的物流公司还快，在业内相当有名。

4.整合行业最好资源，发挥整条供应链最大效率。

李宁公司有100多个供应商，为了实现品牌专业化的发展目标，李宁公司很强调供应商的研发方向是否和自己一致，他们会给供应商灌输专业的市场化需求趋势，以保证产品在研发和制造环节的专业化。李宁公司正在寻求一种新的供应链的管理系统(SCM)思路，实现包括原材料供应商、OEM工厂、辅料工厂以及物流供应商在同一个网络平台上交流信息的构想。

运动品牌行业供应商现状

1.存在大量同类供应商，竞争压力大

各体育服饰厂家竞争的焦点已显端倪，主要体现在以下几个方面：

（1）产品的种类。这包括两方面：一是，运动鞋、运动服、背包、帽子、以及其他运动配件等在内的多元化方面；二是，各产品的专业化方面，比如运动服和运动鞋的专业化。这是处在整个面的层面上横向布局的竞争。

（2）同种产品的专业性细化和品牌差异化定位。这些方面是处于线的层面上纵向定位的竞争。

（3）渠道上的竞争。传统渠道同质化的弊端使得厂商的竞争转移到终端上，造成各厂家都致力于开设自己的专卖店、店中店、专柜等。

2.原材料容易替代，转换成本较低

因为大多数运动服饰及鞋产业的原材料都是同质的，因此要更换供应商或者同时拥有多家供应商较为容易且周转费用不高。

从以上两方面的分析可以看出，李宁公司在供应商的选择方面具有相对的优势，其供应商的议价能力较弱，使得李宁公司有机会从中节约成本，提高收益。

第四篇：市场营销 分析可口可乐公司 英文

1.Introduction

Every company has their own questions about how to run it, how to manage the staff, how to attract customers and how to make profits.The proposal is aim to increase the business of the Mountain High Hotel Complex’s business during traditionally off-season, which is spring and autumn.While this thing is not easy enough as the hotel thought.The general manager was opinion that the way forward was to promote a culture of customer care, for all customers, amongst the staff at the hotel.The report will tell us what factors lead to the results and why we must make the decision of build a culture of customer care.If the company will implement the business plan in the proposal, it is suppose to benefit the company in terms of potentially increased sales over competitive models as well as a potential increase in activity sales.The business plan will also benefit customers as well as to increase profits if it increases the business during off-season.2.Procedures In order to improve the business at the Mountain High Hotel Complex during Spring and Autumn, Alice would like to increase the middle-aged customer.In order to ameliorate a number of activities to make the middle-aged customers to be able to participate, Alice did some investigation.Alice adjustment exercise equipments to better meets the needs of the middle-aged customers.After Alice started her new job for a month, she hold a staff meeting and expressed her new ideas, she would like to find ways on how to increase hotel business in the off-peak season.After some further discussion amongst the staff, below are some findings from staff’s view.3.Findings Section A

In the Mountain High Hotel Complex, Some department managers, shop attendant and skiing, mountain climbing employees for the internal customer.Hotel shops are to be sold something customers are external customer.Those who frequently come to the hotel during summer and winter are young people, who come for mountain bike ride and ski.However, Alice hoped to attract middle-aged to increase the hotel business of these customers that are potential customer.Excellent customer care factors are individuality, efficiency, politeness, reliability, friendliness, flexibility, honesty and communication.There are some factors contribute to excellent customer care, while the internal customers of the hotel neglected some factors, for example, individuality.People are individuals, everyone needs to feel his individual needs are understood and are being met.But all of the programme of our complex are suit for the younger clientele, they could skiing in the winter and biking in the summer, while there has little programme for every customer, this is why the middle-aged customer did not come to our complex.Soundly, the staffs need to be flexible in their approach to their jobs.The fitness centre is an example.It could offer more sedate exercise programme that would appeal to those who perhaps enjoyed walking in the countryside rather than the more dynamic needs.Thirdly, the staff should be friendly.For example, for the first-time customers, if the customer can feel the staff's warm service, then these customers may come back to this hotel;slowly become the hotel's loyal customers in the future.At the same time, the manager discovered that Communication is an important factor in the staff jobs.It could help the staff understand what the customer wants and needs.The hotel believes that staff should promptly communicate with customers and other staff.Staff must first listen to customers on the various views and be open-minded with acceptance on different customers.Staff would also like to talk with the boss to respond on customer’s recommendations.In view of the above four points, the manager thinks staff should also be efficient.If the customer has a special request, staffs must be prompt in providing their services, and also to follow the company’s rules to best satisfactory the customers.The higher the efficiency in solving the problems, the more satisfied customers will increase, which will increase the business of the hotel.Service knowledge is divided into internal resources and external resources.Companies should train employees to be knowledgeable on their work, in order to give their customers the best services.For which, training is important to train staff on product knowledge and work skills, because employees have to deal with ever-changing customer needs, so service knowledge is very important.To be able to help customers, employees should attend more training seminars in order to understand company products, the company should organize more competitions to encourage employees to better understand the products, and to use fully of the company resources.As far as the customer is concerned, the staffs are the expert on the product or service being sold, therefore, product knowledge is essential.In the fitness centre, there must be more equipment for all kinds of sports, also the exercise suit for the mature clientele.As a knowledgeable staff, the most important is professional development.To the hotel, the staffs were generally very enthusiastic about their particular area of expertise but had no interest whatsoever in anything else.The staff had little time for non-skiers in winter and mountain biking in summer, they cannot be called knowledgeable.Poor customer service will make customers think that the whole service of the hotel is not good, if not treated soon enough, it cannot meet customer expectations, customers will no longer come to this hotel, but would choose other hotel.For example, some middle-aged customers came to the hotel once, and they are no longer returned back, because the hotel's activities are not suitable for them, if the hotel’s services or activities can be improved, these middle-aged customers will more than likely to come back.In this way, the hotel will attract more business to the hotel to improve business.According to the failure of the efforts, the customer care of the hotel is existing big problem.It is easy to see that the poor service lead to the result.The manager of the sports shop has the opinion that his staff worked hard enough in the winter and summer, and they felt entitled to be able to ‘take it easy’ during the off-peak months.It must lead to the dissatisfaction of the customer in off-peak month.The impact of the dissatisfaction of the customers is that there was little evidence of any re-booking.And they would try to persuade other potential customers like the mature customers who want to join the sedate exercise programme not come to the complex.So the hotel must lose the business.The acceptable customer service could balance the needs and expectations of customers, the mature customers are maybe come to the hotel next time or every peak month.During summer and winter, there are many people to hotels for mountain bike riding and skiing, for those who love cycling and skiing, the staff is still very warm for their services, but employees do outside of work for them has been more lukewarm.Such a situation we call the acceptable customer service.In addition, if employees are always ignored everything outside of their own, and then slowly, these loyal customers also will choose another hotel, not to come back.It is obvious that the excellent customer service could bring the complex some loyalty customers;it means that the customers delight.The benefits of the customer delight are it causes new customers to come.In other words, the complex could make more profit.first because the entire hotel's environment is very important, customers who come to the hotel should feel like home the same comfortable, Second, the staff should be warm-hearted service, allowing customers to feel concerned about any time to communicate with customers, there are places where customers are not satisfied with the timely correction, so that customers feel warm, Finally, the hotel's activities should change with the seasons and customer ages, the relative changes in adjustment, employees should learn more skills, patience, counseling clients engaged in activities.So that we can beat the other hotels for customers to choose our hotel.Section B The Mountain High Hotel Complex is Flat Structure.Flat Structure is fewer levels of management and managers are given a wider span of control and authority.Top Management is Alice;Middle Management is the department manager;Employees are staffs at various departments.The advantage of this structure is that fewer layers of management, so that employers and employees can communication better, the boss can give employees a certain degree of power, so that employees under normal circumstances can solve the problem by themselves.The disadvantage of this structure is the horizontal communication is very important, however cannot meet the rapidly changing environment, because employees are not always having good idea, and may slow to implement actions.Top-Down and Bottom-Up Communication systems refers to communication flowed downwards(upwards)the layers i.e.instructions(ideas)were passed down(up)the layers.Layers of management must be taken to communicate the way a level to pass to another level, this structure to facilitate communication and fast, so favored by many companies.Top-Down and Bottom-Up Communication systems refers to communication flowed downwards(upwards)the layers i.e.instructions(ideas)were passed down(up)the layers.Layers of management must be taken to communicate the way a level to pass to another level, this structure to facilitate communication and fast, so favored by many companies.In the hotel, the top management prepared a report, and the general manager called all the middle management had a meeting to discuss how to deal with a different type of client in the quieter months of year, this is Top-Down.But there were no agreement of the idea, the general manager had to reluctantly decide to ask the staff to take some time to think about the proposals, it shown us the Bottom-Up.So it seems that both of them are important.They could help the company operate batter.They also could avoid some unreasonable ideas.The hotel would like the staff to accompany older customers to the mountains for bird watch;an employee is very opposed to.Employees should be given a certain amount of power because they are in direct contact with clients, and they also know what the customer needs.Staffs have the ability, confidence and commitment to take the responsibilities and ownership to improve process and initiate the necessary step to satisfy customer requirements within well-defined boundaries in order to achieve organizational goals.If an employee can have certain powers, be able to adapt to each customer's situation, do their job with less time wasted, less hassle and less frustration for the customer.It is not simply giving staff authority to make decisions directly relating to customers, but is about employee involvement throughout the organization.At the same time, the aftercare calls are needed.The hotel complex also should do some surveys and questionnaires to research the feelings of the customer.Such as if the program in the hotel they like, and what else do they want.In this way the hotel could know the customer needs and do some improve so that the hotel could attract more customers.Hotels can also be holiday, new and old customers to send a letter or greeting card, so that these clients will be able to think of the Mountain High Hotel Complex, so that these customers come again.4.Conclusions In the summer and winter, young people will come riding mountain bike and ski;these young people have become the hotel’s loyal customers.However the hotel’s business in the spring and autumn are very low, so Alice’s job is to improve the hotel business during the off-season.All of above are the problem of the hotel complex;the most important question is the bad relationships of the internal customers.At the same time, the staff did not know what factors could contribution to excellent customer care, and the customer care is poor.They also cannot be called knowledgeable.Therefore, building a culture of customer care is very important.5.Recommendations Based on past experience, the hotel should make proposal and make them into action on how to improve the hotel’s off-season business.In order to do this, because employees have direct contact with customers, and their opinions are reliable, important, and will finally be understand by the boss to approve a perfect solution.Alice think that during the low season hotel can carry out some preferential policies to attract customers, hotel can also be creative on activities as well as create new games, and make some small gifts, so that customers are attracted to it.Of course, these activities can not be so dramatic and achieve immediate effects, however good customer service skills and attitudes as well as customer after-care services will help the hotel business to grow in the future.The hotel should aim to build customer satisfaction in order to achieve profits.

第五篇：李宁英文简介

* Li-Ning was launched in Sanshui, Guangdong in 1990.We have worked closely with China’s Olympic Committee since our earliest days.Committed to using our career in sporting goods to advance Chinese athletics, we have thrown our enthusiastic support behind a wide variety of athletic competitions.By 1995, Li-Ning had emerged as a frontrunner in China’s sporting goods industry.In 2005, with Li-Ning still in the lead and sales hitting record highs, we set our sights on becoming a top international brand name.The professionalism of our products is what makes us competitive in the sporting goods industry.At Li-Ning, we view product development as a never-ending competition which demands that we constantly break our old records.Back in 1998, Li-Ning became China’s first domestic company to create a design and development center for apparel and footwear.This made Li-Ning the premier Chinese sportswear label.In 2004 we partnered with the Department of Sports Science and Physical Education at the Chinese University of Hong Kong, applying biomechanical testing to measure the mechanical properties of Li-Ning athletic shoes.We also created a foot profile database of professional athletes, collecting and analyzing data on the unique demands of professional sports in order to create a more specialized and comfortable product.Over our fifteen-year journey, we have expanded what began as a single sportswear line into an equally competitive lineup of athletic apparel, footwear and equipment.Li-Ning is committed to taking its place among the global brand giants.Before long, we expect to be supplying professional products for athletes and amateurs alike, all over the world.This dedication has allowed us to create the nation’s largest sporting goods distribution network.Our international network is also expanding, and we currently have locations in 23 nations and regions.Behind every winning team is a tried-and-true management style, and Li-Ning is no exception to this rule.Through a combination of exploration and hands-on experience, Li-Ning has developed its own distinctive strategy program and management system.This keeps us running smoothly, and allows us to make quick decisions when it comes to implementing strategies.Li-Ning is currently in the process of creating a nationwide ERP-based information system integrating resources such as product design, supply chains, channels and retail sales.By developing an electronic approach to business, we improve both the efficiency of our operations and the image of our brand.From day one, it has been Li-Ning’s objective to “promote Chinese athletics and let sports make a difference in our lives.” Li-Ning has spared no effort to fulfill this mission.Beginning with our support for the Chinese team at the Beijing Asian Games in 1990, Li-Ning has contributed extensively to Chinese athletics and created countless professional opportunities.In our unique corporate culture, each division of Li-Ning works closely with the others to keep us moving forward.This means that all suppliers, vendors and service providers become our partners and that all employees are working toward the same goals.At Li-Ning, we believe there is no limit to human potential.Sports increase our self-confidence.They give us the courage to perform, to tap our hidden potential, to surpass ourselves.This is our vision for the Li-Ning brand, and we have never swerved from our commitment to put it into practice.In 1990, we became the first

Chinese sportswear company to sponsor China’s team at the Asian Games.In 1992, we supplied medal ceremony attire for the Chinese Olympic team, becoming the first Chinese sportswear maker to serve as an Olympic sponsor.In 1993, we established a pioneering nationwide franchise system.In 1998, we built China’s first sportswear design and development center in Foshan, Guangdong.In 1999, we partnered with SAP to set up AFS sportswear industry solutions, becoming China’s first sporting goods maker to implement ERP.In 2004, Li-Ning was listed on the main board of the Hong Kong exchange, becoming China's first sportswear maker to be listed overseas.In 2005, we became an official partner of the NBA.In 2006, we became the ATP’s official Chinese marketing partner.Today, Li-Ning is more than just a pioneer in sporting goods;it is also an advocate for healthy living.Supported by our solid track record, we are ready to seize this historic opportunity, to meet the challenges of a global market head-on, and to fulfill the Li-Ning mission: Inspiring and empowering through sports.1990年，李宁有限公司在广东三水起步。创立之初即与中国奥委会携手合作，透过体育用品事业推动中国体育发展，并不遗余力赞助各种赛事。1995年，李宁公司成为中国体育用品行业的领跑者。2005年，李宁公司继续保持行业领先地位，销售额创下历史新高，向着国际一流品牌的目标冲刺„„

产品的专业化属性，是在体育用品行业中竞争的基础。李宁公司把产品的研发，看作一个不断创造纪录、刷新纪录的赛程。早在1998年，公司就建立了本土公司第一家服装与鞋的产品设计开发中心，率先成为自主开发的中国体育用品公司；2004年，李宁公司与香港中文大学人体运动科学系合作，对李宁公司生产的运动鞋的力学特性进行运动生物力学测试，建立专业运动员的脚型数据库，对专业运动特征进行数据搜集和分析，从而进一步提高产品的专业性和舒适度。经过十五年的探索，李宁产品已由单一的运动服装，发展至运动服装、运动鞋、运动配件等多系列并驾齐驱。不久的将来，李宁牌将致力跻身世界一流品牌，为全世界的运动员和体育爱好者提供专业的体育产品。因为这样的热忱，李宁公司拥有了中国最大的体育用品分销网络。同时，李宁公司的国际网络也在不断拓展，目前已进入23个国家和地区。每一个冠军团队的背后，必然有一套卓有成效的管理方法。李宁公司也是如此。在实践与探索中，形成了一套适合自身的战略规划模式和管理体系，使公司组织运作顺畅无阻，战略执行果断快速。目前，李宁公司正在全国范围内建立以ERP为起点的信息系统，全面整合产品设计、供应链、渠道、零售等资源，发展电子商务，进一步提高运作效率和品牌形象。“推动中国体育事业，让运动改变我们的生活”，是李宁公司成立的初衷。李宁公司从不放弃任何努力以实现这一使命。从1990年支持北京亚运会中国体育代表团开始，李宁公司对体育事业已投入大量赞助，同时也创造了数以万计的就业机会。

独特的企业文化，是李宁公司每个部分紧密协作、奋力向前的接力棒，使所有的供应商、经销商、服务商成为合作伙伴，让所有的员工合力同心。李宁人相信：人有无限潜能。运动让人更加自信，敢于表现，不断发掘潜能、超越自我——我们有这样的品牌观，并始终不渝地付诸实践：1990年，李宁公司成为第一家赞助亚运会中国体育代表团的中国体育用品企业；1992年，李宁公司为中国奥运代表团提供领奖装备，成为第一个赞助奥运会的中国体育用品企业；1993年，李宁公司率先在全国建立特许专卖营销体系；1998年，李宁公司率先在广东佛山建成中国第一个运动服装与鞋的设计开发中心；1999年，李宁公司与SAP公司合作，引进AFS服装与鞋业解决方案，成为中国第一家实施ERP的体育用品企业；2004年，李宁公司在香港联交主板成功上市，成为第一家在海外上市的中国体育用品企业；2005年，李宁公司成为NBA官方合作伙伴；2006年，李宁公司成为ATP中国官方市场合作伙伴。

今日的李宁公司，不仅是一家体育用品的创造企业，也是一种健康生活方式的传播者、推动者。我们正以累积而来的自信，把握历史赋予的机遇，迎接全球市场的挑战，实践李宁人的使命――我们以体育激发人们突破的渴望和力量