Analyzing Successful Strategies for State-Owned Brand

Menghan Li; Haiqing Wang; Jiajie Zhang

doi:10.54691/bcpbm.v45i.4904

Authors

Menghan Li
Haiqing Wang
Jiajie Zhang

DOI:

https://doi.org/10.54691/bcpbm.v45i.4904

Keywords:

Competitiveness of the brand, Li Ning, Marketing Mix Theory, SWOT Analysis.

Abstract

In the context of economic globalization, Chinese enterprises must vigorously develop local brands to enhance their competitiveness and adapt to the competitive situation in the international market. The purpose of this paper was to explore how state-owned brands can occupy a place in the saturated market. This paper applied the concept of Marketing Mix Theory and chose the qualitative analysis method and SWOT analysis method for the brand Li Ning. Through research, this paper found that the quality of goods directly affects consumers' desire to purchase. The better the quality is, the more consumers are willing to buy. Secondly, high prices will reduce consumers' purchases and if the quality of goods is the same, people are more willing to choose cheaper goods. The place also has a significant impact on consumers' purchase intentions. This paper focused on exploring how to enhance the competitiveness of Chinese products to enter the international market, fill the deficiencies of previous research, and guide the direction of Chinese brands.

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