案例 李宁公司的困境（Case Li Ning Co dilemma）.docVIP

案例 李宁公司的困境（Case Li Ning Co dilemma） Case Li Ning Co dilemma Wang Yifeng School of economics and management, Xian Electronic and Science University Abstract: the Li Ning Co as Chinese professional engaged in sporting goods manufacturing enterprises after its rapid development, in order to set up a monument in the nation and the world, has become the pride of corporate Chinese. The case introduces the creation and development of the company, facing the development of Li Ning Co in the plight and how the company out of the plight of the Li Ning Co, introduced in the case of successful experience, not only worthy of learning, is worth promoting. Key words: Li Ning Co; establishment; development; successful experience In 1988, Lining, known as the Prince of gymnastics, failed to challenge himself after the failure of the Seoul olympics. Lining retired after the athletes coaches did not go and conventional development, and chose to join Guangdong Jianlibao group, served as special assistant to the general manager, then back to the sea, the Li Ning Co opened the prelude to the road of entrepreneurship. In 1989, Lining began preparations for the establishment of the Li Ning Co. In April 1990, the registered Lining trademark; in May, Li Ning Co announced the establishment. In the next few years, Li Ning Co with high national emotional distinctive brand, ahead of the consciousness of public relations and marketing channels favorable measures to quickly open the market to become a bright red flag Chinese sporting goods industry. The early start, the Lining company has brand products as the domestic high-end brand, but the second product launch, because the price is higher than the domestic product is 1 times higher than the market, businesses simply can not be recognized and accepted. As the company must first solve the problem of survival, so the product price has to be back to the public price, with the positioning of low-end products to enter the market, began the encircli