MBA教育中心知识库

摘  要

随着经济发展，中国女性的社会地位和收入不断提升，中国女性的健身需求也在不断上升。近几年，瑜伽运动风靡全国，成为受女性追捧的体育运动之一，瑜伽市场也随之迎来了蓬勃的发展。作为专注瑜伽领域的加拿大运动品牌L注意到了中国瑜伽市场的潜力，提前布局，在短短的几年内迅速占领了中国瑜伽服的高端市场。L品牌的瑜伽服设计时尚，做工精细，面料的科技水准很高，同时，L品牌采用社群营销模式，吸引了大批高收入、高学历、有品位、懂生活、热爱运动的高净值女性。然而，随着国内外运动品牌纷纷入局中国瑜伽市场，L品牌的瑜伽服虽然依旧独占高端瑜伽领域，但潜在的危机可能正在逼近。特别是，中端和中高端瑜伽市场已经出现比较激烈的竞争，如果L品牌再不考虑快速下沉市场，未来入局中端市场可能更加困难，不利于公司未来的可持续发展。因此，如何优化L品牌在中国市场的营销策略，是本文主要研究的内容。

本文对国内外相关理论研究进行归纳和分析，对相关概念进行界定，运用文献研究法和问卷调查法对L品牌进行系统性的分析。概括了瑜伽服的发展历程以及L品牌的发展历史，主要从产品、价格、渠道和促销四个方面分析了L品牌的营销现状。通过对部分消费者的走访，收集消费者所遇到的问题，并针对该问题进行问卷设计，随后向目标消费群体投放问卷，结合消费者问卷调查结果、官方财报数据等多方文献资料，发现L品牌瑜伽服在产品、价格、渠道和促销上存在一些问题。通过分析L品牌在中国市场上所面临的宏观和微观环境，运用SWOT分析工具，分析L品牌优势、劣势、可能面对的机会和威胁，得出适合L品牌的WO扭转战略。结合L品牌目前所存在的一些挑战，基于中国市场的特殊性，尽可能满足中国消费者的多样化需求，分析、建议向下拓展目标市场、重新进行市场定位，相应的提出产品策略优化建议、定价策略优化建议、渠道策略优化建议和促销策略优化建议四个方面，希望能为L品牌的中国市场营销提供借鉴。

关键词：L品牌 瑜伽服 营销策略优化

Abstract

With the development of the economy, the social status and income of Chinese women are constantly improving, and the demand for fitness among Chinese women is also constantly increasing. In recent years, yoga has become popular nationwide and has become one of the popular sports among women. The yoga market has also experienced vigorous development. As a Canadian sports brand that focuses on the yoga field, L has noticed the potential of the Chinese yoga market and laid out ahead of time, quickly occupying the high-end market of Chinese yoga clothing in just a few years. The yoga clothing of L brand is designed with fashion, exquisite workmanship, and a high level of technology in the fabric. In addition, the community marketing model adopted by the L brand not only attracts a large number of high income, highly educated, tasteful, knowledgeable, and sports loving high net worth women. However, as domestic and foreign sports brands enter the Chinese yoga market, although L brand yoga clothing still dominates the high-end yoga field, potential crises may be approaching. Due to L brand's excessive focus on the high-end market, there has been fierce competition between the mid to high end and mid to high end yoga markets. If L brand no longer considers rapidly sinking into the market, it may be more difficult to enter the mid end market in the future, which is not conducive to the company's sustainable development in the future. In addition, there are other issues with the marketing of the L brand in the Chinese market. The main focus of this article is how to optimize the marketing strategy of the L brand in the Chinese market.

This article summarizes and analyzes relevant theoretical research at home and abroad, defines relevant concepts, and systematically analyzes the L brand using literature research and questionnaire survey methods. This article summarizes the development process of yoga clothing and the development history of L brand, mainly analyzing the marketing status of L brand from four aspects: product, price, channel, and promotion. By visiting some consumers, collecting the problems they encountered, and designing a questionnaire to address this issue, a questionnaire was then distributed to the target consumer group. Based on the results of the consumer questionnaire survey, official financial report data, and other literature, it was found that L brand yoga clothing has some problems in terms of product, price, channel, and promotion. By analyzing the macro and micro environment that L brand faces in the Chinese market, using SWOT analysis tools, analyzing the strengths, weaknesses, potential opportunities, and threats that L brand may face, a suitable WO reversal strategy for L brand is proposed. Based on the current challenges faced by L brand and the unique characteristics of the Chinese market, we aim to meet the diverse needs of Chinese consumers as much as possible. We analyze and suggest expanding our target market and repositioning the market, and propose four corresponding suggestions: product strategy optimization, pricing strategy optimization, channel strategy optimization, and promotion strategy optimization. We hope to provide reference for L brand's marketing in the Chinese market.

Keywords: L brand；Yoga clothes；Marketing strategy optimization