李宁品牌国际化策略研究

发布时间：2018-04-06 23:01

本文选题：品牌国际化　切入点：李宁公司　出处：《东北财经大学》2013年硕士论文

【摘要】：改革开放以来,尤其是中国加入WTO后,中国经济快速发展,人民生活水平极大提高,加之北京奥运会的成功举办,极大地促进了中国体育产业的快速发展。中国体育产业的快速发展为中国体育用品行业的发展提供了良好的发展机遇。与此同时,世界各大体育用品巨头纷纷抢滩中国,争夺这一诱人的市场。而国内众多体育用品公司也纷纷扩大规模,新的体育用品公司也如雨后春笋般的涌现,体育用品市场形成了既充满机遇、又竞争激烈的格局。品牌国际化是国际经济大背景下的产物。进入21世纪以来,经济全球化的步伐加快,世界经济呈现出市场国际化、企业跨国化、资本多国化和竞争白热化的态势,品牌国际化成为了一个企业乃至一个国家的重要发展战略,体育用品企业也不例外。国际知名的体育用品品牌,耐克、阿迪达斯、彪马等开始进入中国市场,他们凭借着强大的资金实力和品牌攻势,迅速在国内市场打开局面,瓜分了国内的体育市场。以李宁为首的我国体育用品企业开始调整战略,走自创品牌战略,并开始走向国际,实施其品牌国际化战略。 “李宁”是一个在中国消费者心目中举足轻重的体育品牌。李宁公司由著名体操运动员李宁先生创立于1990年,自成立以来在我国体育用品市场一直占有很高的地位,其市场占有率一直领先于国内其他体育用品品牌。诞生二十多年来,已经在体育用品领域取得了巨大的成就。然而,随着市场经济化进程的不断加速,在国外品牌和内地新兴品牌的双重冲击下,李宁的品牌竞争力正在悄悄衰减。李宁品牌,已经遭遇到前所未有的成长瓶颈。随着市场竞争的激烈化,李宁品牌能否把握市场细分的过程,有无更为专业的国际化产品跟进,有无更准确的市场定位的跟进；能否利用自身的优势资源,运筹帷幄以出奇制胜,根植于本土,立足于世界；能否建立起强大的品牌优势,不断提升品牌知名度和影响力,是其最终和NIKE、ADIDAS等国际知名品牌竞争胜负的关键所在。 2008年北京奥运会的成功举办,是中国国内体育用品企业走出国门的良好契机；李宁点燃奥运圣火,更是李宁品牌向世界品牌冲刺的一个强有力的跳板。“李宁”只有找出自己在品牌建设中存在的问题与不足,结合企业战略目标,设计出适合品牌未来发展的市场定位和营销方案,才能逐步建立起强大的品牌优势,把品牌优势真正转化为提升企业竞争力的助推力,才能抓住世界体育产业蓬勃发展的良好契机,占领更多的市场份额,让李宁品牌真正国际化。李宁公司从1999年开始提出品牌国际化战略,但是2004年之前都是属于比较盲目的,没有系统的规划,自2004年之后制定了阶段性的发展目标：2004-2008年,专注国内市场,打造国际品牌；2009-2013年为国际化准备阶段,专注加强国际化能力；2014-2018年,为全面国际化阶段,有步骤的实现市场国际化。目前,李宁公司属于国际化准备阶段,实行先品牌国际化后市场国际化的战略,先加强品牌国际化的能力,然后再逐步实行其国际化策略。基于上述原因,对李宁品牌国际化策略研究具有现实意义。本文结构如下：第一章为绪论,主要介绍了本论文研究背景、研究意义、研究方法及本论文的主要研究思路。本论文采用的研究方法主要有：文献资料法、逻辑分析法和PEST分析法。第二章为相关理论综述,主要介绍了品牌、品牌国际化、企业战略的概念,以及品牌国际化的相关理论：品牌国际化的模式、品牌国际化的度量、品牌国际化采取的主要策略,最后介绍了战略研究的分析工具：PEST分析法和波特五力分析模型。本章为论文研究的主要理论依据,为论文的理论基础。第三章为李宁公司外部环境分析。本章介绍了我国体育用品行业的发展现状,并运用PEST分析工具对李宁公司的外部环境进行分析,包括政治、法律、经济、社会文化和技术环境。通过分析可以得出,李宁公司所处的整体外部环境对李宁公司目前实施品牌国际化战略是有利的,并且目前市场对于国际级的体育用品品牌需求是很旺盛的,有助于其实施品牌国际化战略,最终成为知名的国际品牌。第四章为李宁公司所处的行业环境分析。本章先介绍了体育用品行业的经济特点,然后对李宁公司所处的国际及国内行业环境进行了分析,包括：供应商、购买者、潜在进入者、替代品、业内竞争者五种力量的分析。通过分析可以得出,中国体育用品市场的竞争日趋激烈,国外体育用品公司对中国市场的重视和中国本土体育用品公司的快速崛起,对李宁公司造成了极大的挑战和威胁。在这种情况下,李宁更需要通过其品牌国际化战略,整合更多更优秀的国际资源,提高其品牌竞争力,通过开发国际市场,进而获得更好的发展。第五章为李宁公司品牌国际化现状分析。本章先简要介绍了李宁公司的发展现状和李宁品牌国际化的发展历程,然后对李宁公司目前品牌国际化基本情况进行了阐述：李宁公司的国际化模式为先难后易的模式；李宁公司目前品牌国际化的程度还比较低,处于初级阶段的程度；李宁公司目前的海外市场主要分布在欧洲、美国以及东南亚国家。第六章为李宁公司品牌国际化战略分析。本章为本论文的重点章节,主要包括的实施策略：品牌形象的国际化、人才的国际化、技术的国际化、广告的国际化以及分销渠道的国际化；李宁品牌国际化战略中的成功经验分析以及李宁品牌国际化战略中存在的主要问题分析,并对存在的问题提出相关的建议。李宁公司品牌国际化战略的成功经验主要包括：制定阶段性发展目标,促进品牌国际化战略的实施；先品牌国际化、后市场国际化的发展战略；用中国元素诉求全球市场。对于在品牌国际化、引进人才、广告国际化和分销渠道国际化过程中存在问题进行了分析,并就这些过程中的问题提出了相应的对策。最后为结论,主要对全文的主要内容进行总结,并得出如下结论： 1)李宁公司1999年最先提出品牌国际化战略,2004年制定了阶段性发展目标,力争2018年跻身世界五大体育用品品牌,实现20%以上的收入来自海外的国际化战略目标。 2)李宁公司采取先难后易的模式进入国际市场,先进入欧美发达国家,然后进入东南亚国家。 3)李宁公司采取先品牌国际化后市场国际化的发展战略,目前的国际化程度较低,海外收入占总收入的不到3%。 4)李宁公司采用品牌形象国际化、技术国际化、人才国际化、广告国际化、分销渠道国际化策略实施其品牌国际化战略。 5)李宁公司品牌国际化实施过程中的成功经验主要包括：制定阶段性发展目标,促进品牌国际化战略的实施；先品牌国际化后市场国际化的发展战略；用中国元素诉求全球市场。
[Abstract]:Since the reform and opening up, especially after joining the WTO China, Chinese the rapid development of economy, people's living standards greatly improved, and the success of the Beijing Olympic Games, has greatly promoted the rapid development of Chinese sports industry. The rapid development of the sports industry for China Chinese sports goods industry development provides a good opportunity for development. At the same time. The world's major sports goods giants have vied for the Chinese, this attractive market. While the number of domestic sporting goods companies have expanded the scale of new sports goods company also like bamboo shoots after a spring rain as spring up, the formation of the sports market is full of opportunities, and competitive pattern.
Brand internationalization is the product of international economic background. Since twenty-first Century, the accelerated pace of economic globalization, the world economy shows market internationalization, transnational enterprises, multinational capital and intense competition situation, brand internationalization has become an important strategy for the development of an enterprise and even a country's sports goods enterprises are no exception. International well-known sports brand, Nike, Adidas, Puma and other China began to enter the market, by virtue of their strong financial strength and brands, quickly open up the situation in the domestic market, the domestic divided sports market. China's sporting goods company led by Lining began to adjust strategy, brand strategy and go. To go International, implement the strategy of brand internationalization.
"Lining" is a very important China in the minds of consumers of sports brand. The Li Ning Co was founded in 1990 by the famous gymnast Lining, since its inception in China's sporting goods market has occupied a very high position, its market share has been ahead of other domestic sports brand. The birth of more than 20 years, has been made great achievements in the field of sports. However, with the accelerating process of market economy, in the double impact of foreign brands and the mainland emerging brand, brand competitiveness are quietly fading. Lining Lining brand, has encountered the bottleneck of growth hitherto unknown. With the fierce competition in the market, the Lining brand can grasp the market segmentation no, there are more professional international products to follow up, no market positioning more accurate follow-up; can make use of the advantage of resources, Strategizing by surprise, rooted in local, based on the world; to establish a strong brand, and constantly enhance the brand visibility and influence, is the ultimate key to competition and NIKE, ADIDAS and other international well-known brands.
The success of 2008 Beijing Olympic Games, is a good opportunity to China domestic sporting goods enterprises to go abroad; Lining lit the Olympic flame, it is a powerful springboard for Lining brand to the world brand sprint. "Lining" only to find themselves in brand building in the problems and shortcomings, combined with the enterprise strategic target, design a suitable market positioning and marketing plan for future development of the brand, in order to gradually establish a strong brand advantage, brand advantage into real impetus to enhance the competitiveness of enterprises, in order to seize the good opportunity of world sports industry to flourish, occupy more market share, let Lining brand real internationalization. Li Ning Co began to put forward the strategy of brand internationalization from 1999 but before 2004, belong to the blind, no systematic planning, since 2004 the development stage of the Goal: 2004-2008 years, focus on the domestic market, to create an international brand; 2009-2013 years for the internationalization of the preparation phase, focus on strengthening international capabilities; 2014-2018 years, for the full implementation stage of internationalization, international market step by step. At present, the Li Ning Co belongs to the internationalization of the preparation stage, the implementation of the international market after the first brand internationalization strategy, to strengthen the ability of brand internationalization then, gradually implement its internationalization strategy. Based on the above reasons, it has realistic significance to the study of brand internationalization strategy of Lining. This paper is structured as follows:
The first chapter is the introduction, which mainly introduces the research background, research significance, research methods and main ideas of this paper. The main research methods in this paper are literature data, logical analysis and PEST analysis.
The second chapter is the summary of the theory, mainly introduces the concept of brand, brand internationalization, corporate strategy, and the related theory of brand internationalization: brand internationalization mode, the measurement of the brand internationalization, brand internationalization strategy is mainly adopted, finally introduces the tools of strategic analysis research: PEST analysis and five force analysis model of the Potter. The main theoretical basis for the research, the theoretical basis for this paper.
The third chapter is the analysis of Li Ning Co external environment. This chapter introduces the development status of China's sports goods industry, and using PEST analysis tool to analyze the external environment of Li Ning Co, including political, legal, economic, social and cultural environment technology. According to analysis, the Li Ning Co's overall external environment on the current implementation of brand Li Ning Co internationalization strategy is favorable, and the market for international sports brand demand is very strong, contribute to the implementation of brand strategy of internationalization and eventually become a famous international brand.
The fourth chapter is the analysis of the Li Ning Co's environmental industry. This chapter first introduces the economic characteristics of the sporting goods industry, and international and domestic industry environment of Li Ning Co are analyzed, including suppliers, buyers, potential entrants, substitutes, analysis of industry competitors. Through the analysis of five kinds of power can be the China sporting goods market is becoming increasingly fierce, the sporting goods company of foreign Chinese market attention and Chinese local sporting goods company's rapid rise, causing great challenges and threats to the Li Ning Co. In this case, Lining needs more through its brand internationalization strategy, the integration of more excellent international resources, improve the the competitiveness of the brand, through the development of the international market, and get better development.
The fifth chapter is the analysis of the current situation of Li Ning Co brand internationalization. This chapter briefly introduces the development course of development of the Li Ning Co and the Lining brand internationalization, and brand internationalization of Li Ning Co at present basic situation elaborated: the internationalization mode of Li Ning Co for the first easy mode; Li Ning Co is now the brand internationalization degree is relatively low, at the initial stage the extent of the current overseas market; the Li Ning Co mainly distributed in Europe, the United States and Southeast Asian countries.
The sixth chapter is the analysis of Li Ning Co brand internationalization strategy. This chapter is the key chapter, including the implementation of strategy: the internationalization of the brand image, talent internationalization, technology internationalization, the internationalization of advertising and distribution channels internationalization; analysis of main problems analysis on successful experience of Lining brand internationalization strategy and the brand of Lining in the internationalization strategy, and puts forward some suggestions on the existing problems. The successful experience of Li Ning Co brand internationalization strategy mainly includes: the development stage of development goals, to promote the implementation of brand internationalization strategy; brand internationalization development strategy first, after market internationalization; with the demands of the global market. Chinese elements for the introduction of talent in the brand internationalization, and problems of international advertising and distribution channels in the process of internationalization is analyzed, and the process. The corresponding countermeasures are put forward.
Finally, the main content of the full text is summarized, and the following conclusions are drawn.
1) Li Ning Co first put forward the strategy of brand internationalization in 1999. In 2004, it made a phased development goal. It strives to become the world's five largest sporting goods brand in 2018, and achieve more than 20% of its revenue from overseas international strategic goals.
2) Li Ning Co adopted a difficult and difficult mode to enter the international market, advanced into the developed countries of Europe and the United States, and then enter the Southeast Asian countries.
3) Li Ning Co adopts the development strategy of internationalization of the market after the internationalization of the first brand, the current internationalization degree is low, and the overseas income accounts for less than 3%. of the total income.
4) Li Ning Co adopts the internationalization of brand image, internationalization of technology, internationalization of talents, internationalization of advertising, and internationalization strategy of distribution channels to implement its brand internationalization strategy.
5) the successful experience in the implementation of Li Ning Co brand internationalization mainly includes: making phased development goals, promoting the implementation of brand internationalization strategy; first, developing strategy of brand internationalization after market internationalization; and appealing the global market with Chinese elements.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

【参考文献】