Samenvatting

To launch a series of new products, namely Badminton Series in badminton goods market, Li Ning Company Ltd. is dealing with high competition due to the strong competitors and changeable market demands. For the sake of supporting a successful entry, a large scale of marketing research is necessary as a premise to gain professional knowledge. Moreover, the detailed profile of the customers and marketplace will attach much importance to conduct the whole plan.

Although the current situation of the badminton goods industry acts as a booming atmosphere, it is not easy for a new entrant to enter, the space is hard to explore for new entrants if they conduct conventional channels. Conversely, e-marketing has a great deal of space for a new entrant. Therefore, to enter the booming badminton goods industry via e-marketing is a win-win strategy - to gain the market share in the badminton goods industry as well as find out a new marketplace on the Internet.

To sum up, the current badminton industry reveals a great chance for the Badminton Series to inject its innovative ideas to the industry.