Analysis of Marketing Environment and Strategy of Li Ning Company - Based on SWOT and PEST Perspective

In recent years, China's sporting goods industry has been booming. After experiencing development pains such as blindly expanding stores in the post-Olympic era, Li-Ning observed the boom in physical exercise and the trend of consumer upgrading and carried out a comprehensive upgrade of its brand, ushering in a major opportunity for development. This paper tries to analyze the marketing environment and competitive situation of Li-Ning through SWOT and PEST models:in the political environment, the country has positioned a new direction for the adjustment of the sports industry; in the economic environment, China is sitting on the world's largest consumer market; in the social environment, Chinese consumers are paying more and more attention to health and sports; in the technological environment, the big data technology obtains more information for the enterprise's marketing strategy, and the functional technology at the production also improves the quality of the enterprise's products. In the analysis of advantages, Li Ning has the advantages of popularity, specialized products, and active publicity; in the analysis of disadvantages, the enterprise also has the disadvantages of unclear product positioning, single sales channel, and chaotic management structure; in the analysis of opportunities, the arrival of the era of all-name fitness and e-commerce gives Li Ning a bright future; in the analysis of threats, the foreign brands with traditional advantage and catching up domestic brands, making the competition in the sporting goods industry more intense. In this paper, some rationalization suggestions for the future development of Li Ning are also presented.