李宁公司marketing分析.docVIP

Li Ning Company Limited Philip Warwick, The York Management School Background Li Ning is one of the world’s most profitable and biggest selling sports goods companies, yet it remains almost unknown outside China. Few sports enthusiasts or business analysts in Europe, or North America are familiar with the brand. Li Ning takes its name from the company’s Chairman, a triple gold medal winning Olympic gymnast, who founded the sports goods company in 1989. It has a manufacturing near Beijing, a registered office in the Cayman Islands and since 2004 has been listed on the Hong Kong stock exchang