培养我国自主运动品牌核心竞争力的对策研究——以李宁为例摘要.docVIP

教学单位 经济与管理学院 学生学号　 110414318 本科毕业论文（设计） 题　　目培养我国自主运动品牌核心竞争力的对策研究 ——以李宁为例 学生姓名　 叶丹丹 　　　　 　 专业名称　 经济学（双学位）　　 　 指导教师　 王 锋　　　　　　　 　 2014年12月8日培养我国自主运动品牌核心竞争力的对策研究 ——以李宁为例 摘要：长期以来，以 NIKE、ADIDAS为首的国际闻名体育用品企业，牢牢控制着国际运动、休闲用品的高、中端市场。以李宁品牌为首的民族品牌在激烈的竞争中处于劣势。但是，作为有理想目标的民族体育品牌企业从从来没有停止该领域的竞争。李宁公司率先提出“不做中国的耐克，要做世界的李宁”的口号，坚持“源于体育、用于体育”的创业理念，依托团队精神和特有的创新、拼搏精神，经过十几年的努力，取得了惊人的进步，不仅在国内这个大市场站稳了脚跟，而且在近两年的国际市场也崭露锋芒。随着 WTO贸易壁垒的逐一打破，国民经济的迅猛发展，国民精神文化需求的不断提高，一个更广阔的运动、 休闲消费市场呈现在国际体育用品企业面前，更多的国际体育名品会用各种营销手段抢占国内、国际市场。在这样一种更富挑战性的形势下，李宁公司如何把握商机，取得更大的成就，是国人甚为关切的话题。 关键词：自主品牌；李宁；核心竞争力 Study on the Strategies of Cultivating the Independent Sports Brand Core Competitiveness ——To Lining as an example Abstract: Long term since, international NIKE, ADIDAS led the famous sporting goods business, firmly in control of the international sports, leisure products, in the high end market. To Lining brand led national brands at a disadvantage in the fierce competition. But, as an ideal target of national sports brand enterprises from the competition in the field is never stop. Li Ning Co first proposed the not to do the China Nike, to do the world a Lining slogan, adhere to the source in the sports, sports for the business philosophy, relying on the unique innovation, team spirit and fighting spirit, after ten years of efforts, has made remarkable progress, not only in the domestic market and firm the heel, and in recent years the international market also budding. With the WTO of trade barriers broken, the rapid development of the national economy, the demand of national spiritual culture is constantly increasing, the consumer market of leisure a broader movement, in front of the international sporting goods business, international sports goods more will use a variety of marketing tools to seize the domestic and international market. In such a challenging situation, the Li Ning Co how to grasp the opportunities,