李宁品牌国际化战略研究及对中国体育用品品牌的启示
发布时间：2018-08-30 13:42
【摘要】：随着经济全球化及区域经济一体化进程的不断加深，，企业之间的竞争也日益激烈。越来越多的企业不满足于国内市场的发展，开拓海外市场成为其长远目标。而国际市场营销需要依靠品牌，相比不断地进行工厂建设，广阔的市场对企业有着更为重要的意义。品牌国际化也成为了企业在开拓海外市场时关注的焦点。一方面,品牌作为无形资产，其所特有的价值能够帮助企业在国际化进程中减弱进入新市场的阻力，实现品牌先行的发展策略；另一方面，我国的知名国际品牌数量极为有限，从中国制造向中国创造的转变更多的需要依靠品牌的力量来推动。 本文结合品牌国际化的相关理论知识，方法和工具，以李宁品牌国际化进程为研究对象，通过对其实行的“品牌国际化”战略进行总结分析，并结合国际知名运动品牌的国际化发展经验，发现李宁品牌国际化过程中值得借鉴的地方以及存在的问题，对中国体育用品行业品牌未来的国际化发展提出建议对策。这将为我国本土体育用品品牌在国际化道路的探索提供宝贵经验，现实意义十分突出。 全文由五个部分构成，第一部分为绪论，主要对论文的研究背景、意义，研究思路、方法进行概述；第二部分叙述了品牌国际化理论框架；第三部分结合营销学中的波特五力模型对李宁公司的竞争力进行论证。第四部分介绍了李宁品牌国际化发展历程及现状；第五部分阐述了李宁品牌国际化的发展策略，总结其实施过程中存在的问题，并提出相应的对策建议。
[Abstract]:With the deepening of economic globalization and regional economic integration, competition among enterprises is becoming increasingly fierce. More and more enterprises are not satisfied with the development of domestic market. The international marketing needs to rely on the brand, compared with the continuous construction of factories, the broad market has a more important significance for enterprises. Brand internationalization has also become the focus of attention when enterprises open up overseas markets. On the one hand, the unique value of brand as an intangible asset can help enterprises weaken the resistance to enter the new market in the process of internationalization and realize the development strategy of brand first; on the other hand, the number of well-known international brands in China is very limited. The shift from made in China to created in China depends more on brand power. This paper combines the relevant theoretical knowledge, methods and tools of brand internationalization, taking Li Ning's brand internationalization process as the research object, through the summary and analysis of its "brand internationalization" strategy. Combined with the international development experience of international well-known sports brands, the author finds out that Li Ning's brand internationalization is worthy of reference and the existing problems, and puts forward suggestions and countermeasures for the future internationalization development of Chinese sports goods brands. This will provide valuable experience for the exploration of local sports goods brands in the international road, and the practical significance is very prominent. The paper is composed of five parts, the first part is the introduction, the main research background, significance, research ideas, methods are summarized, the second part describes the theoretical framework of brand internationalization; The third part demonstrates Li Ning's competitiveness with Porter's five-force model in marketing. The fourth part introduces the history and current situation of Li Ning's brand internationalization, and the fifth part expounds the development strategy of Li Ning's brand internationalization, summarizes the problems existing in its implementation, and puts forward the corresponding countermeasures and suggestions.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;G80-05
本文编号：2213248
[Abstract]:With the deepening of economic globalization and regional economic integration, competition among enterprises is becoming increasingly fierce. More and more enterprises are not satisfied with the development of domestic market. The international marketing needs to rely on the brand, compared with the continuous construction of factories, the broad market has a more important significance for enterprises. Brand internationalization has also become the focus of attention when enterprises open up overseas markets. On the one hand, the unique value of brand as an intangible asset can help enterprises weaken the resistance to enter the new market in the process of internationalization and realize the development strategy of brand first; on the other hand, the number of well-known international brands in China is very limited. The shift from made in China to created in China depends more on brand power. This paper combines the relevant theoretical knowledge, methods and tools of brand internationalization, taking Li Ning's brand internationalization process as the research object, through the summary and analysis of its "brand internationalization" strategy. Combined with the international development experience of international well-known sports brands, the author finds out that Li Ning's brand internationalization is worthy of reference and the existing problems, and puts forward suggestions and countermeasures for the future internationalization development of Chinese sports goods brands. This will provide valuable experience for the exploration of local sports goods brands in the international road, and the practical significance is very prominent. The paper is composed of five parts, the first part is the introduction, the main research background, significance, research ideas, methods are summarized, the second part describes the theoretical framework of brand internationalization; The third part demonstrates Li Ning's competitiveness with Porter's five-force model in marketing. The fourth part introduces the history and current situation of Li Ning's brand internationalization, and the fifth part expounds the development strategy of Li Ning's brand internationalization, summarizes the problems existing in its implementation, and puts forward the corresponding countermeasures and suggestions.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;G80-05
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