中文摘要
近几年来，新疆经济的快速发展带动了人民生活水平的不断提高，人们对体育运动
的需求也越来越迫切，因此，体育用品市场会不断扩大。国内外运动品牌如：耐克、阿
迪达斯、李宁、安踏等知名品牌在新疆市场展开博弈，抢占市场份额。本文以李宁品牌
为例，通过查阅历年关于“李宁”公司营销策略的相关论文、书籍、报刊以及在公司官
方网站上的相关资料、数据，并与世界知名体育用品品牌耐克、阿迪达斯等公司在新疆
市场的营销策略进行比较，运用了文献数据法、数理统计法和逻辑分析法等，并结合经
济学、市场营销学、体育经济学等理论知识，分析“李宁”公司在竞争中的优势及不足，
找出国内运动品牌在新疆市场营销中存在的问题，提出一些有利于国内运动品牌在新疆
市场发展的对策和建议，以期待为民族企业的良好发展提供一定的参考。

关键词：新疆市场；李宁公司；营销策略
Abstract
In recent years, the rapid economic development of Xinjiang has greatly improved
people’s living standards, which leads to their more and more urgent demand for sport.
Therefore, the market of the sports products will continue to expand. Domestic and
foreign brands such as Nike, Adidas, Li-ning, Anta, and other well-known brands in
Xinjiang market are awakened to the competition of seizing the market share. Taken
“Li-ning” as an example, through access to the relevant papers, books, newspapers and
the information with data in the company’s official website on the marketing strategy of
“Li-ning” company, also compared with the marketing strategy of the well-known sports
company like Nike, Adidas and other companies in Xinjiang, and by the means of
literature data, mathematical statistics and logic analysis combined with economics,
marketing, sports economics theory, this thesis mainly focuses on the superiority and
insufficiency of “Li-ning” company in the competition, aiming to explore the existing
problems of the domestic sports brands in Xinjiang market. In the end, for future
reference, some suggestions and measures will be put forward for the better development
of the domestic sports brands in Xinjiang market.
Key words: Xinjiang market ; Lining company ; marketing strategy