浅谈我国体育用品行业的品牌国际化以李宁体育为例

论文编号:GM063    包括:开题报告及任务书,论文字数:8286,页数:12

摘   要

     随着经济收入的增加和生活水平的提高，我国人民对体育活动和体育用品的需求也越来越大,中国体育市场生机勃勃。尤其是北京2008 奥运会对本土体育用品企业来说，既是机遇，也是挑战。本文选取了中国体育用品的第一品牌“李宁”为例，对其在激烈的市场竞争中成功塑造极具国际竞争力的民族品牌形象的过程及原因做一分析。首先介绍了李宁公司国际化概况，接着运用相关品牌理论，如品牌定位、品牌差异化战略、品牌国际形象树立、品牌国际资源运用等李宁公司国际化战略中的成功与不足进行分析，希望给国内同类企业一些借鉴，推动我国的体育用品行业走向国际市场。

[关键词] 国际品牌 体育用品行业 国际竞争力

Abstract

Along with the increase of income and the improvement of living standard, the Chinese people’s demands of sports activities as well as sports products are expanding and the China sports market is blooming. Beijing 2008 Olympic is drawing near, which is not only a good chance, but also a big challenge for domestic sports products enterprises. In such circumstance, LINING as the No.1 sports company of China, has successfully built its own brand and globally competent image in the extremely intense competition. Based on the relevant branding theories, this paper is going to analyze the success and deficiency of LINING’s strategies for the reference of other sports products companies, driving Chinese sports products industry on the way to international market.

[key words]  International Brand, Sports Products Industry，Global Competence

目   录

1 品牌的定义以及国际品牌的作用 ......................2
2 李宁公司国际化概况 ................................2
3 李宁体育品牌国际化运作中的成功与不足.............. 3
3.1 李宁体育品牌国际化运作中的成功 ..................3
3.2李宁体育品牌国际化运作中的不足................... 8
4给中国体育用品品牌国际化的启示..................... 8
4.1提高产品技术 .....................................9
4.2 利用国际资源 ....................................9
4.3 文化优势策略 ....................................10
4.4利用08奥运契机 ...................................10
参考文献 ............................................11
致谢 ................................................12