质疑李宁品牌国际化（Questioning the internationalization of Lining brand）.docVIP

下载本文档

6
0
约1.28万字
约 9页
2017-09-28 发布于河南
举报
版权申诉

质疑李宁品牌国际化（Questioning the internationalization of Lining brand）.doc

1、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。。
2、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
3、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
4、该文档为VIP文档，如果想要下载，成为VIP会员后，下载免费。
5、成为VIP后，下载本文档将扣除1次下载权益。下载后，不支持退款、换文档。如有疑问请联系我们。
6、成为VIP后，您将拥有八大权益，权益包括：VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
7、VIP文档为合作方或网友上传，每下载1次，网站将根据用户上传文档的质量评分、类型等，对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档

质疑李宁品牌国际化（Questioning the internationalization of Lining brand）

质疑李宁品牌国际化（Questioning the internationalization of Lining brand） The strong and powerful sports and economic environment provided a good soil for Linings sustained growth. As of June 30th 2006, the first half of the performance of Li Ning Co has reached 1 billion 371 million 900 thousand yuan, turnover rose 24.2%, this performance is enough to lead the domestic brands, the domestic sports industry. However, during the period of rapid development of Olympic marketing in 2005~2008, the performance of every sports brand has been increasing, and Linings performance is also related to the current Olympic environment. There is no doubt that China has become one of the worlds largest sports products consumer market, international top brands Adidas and Nike have the difficult development of 1990s to rapid development now, in their strategy, Chinese is the best place for its internationalization, if China market can not grasp, cannot truly internationalization. In contrast, the Lining brand, in 1999 the international strategy is already underway, with the establishment of Spain in 2001 after Santanders first overseas image shop prelude, Li Ning Co from the management team to the design team, most of its executives from multinational companies dug over, brand internationalization has to lay a good foundation. At present, China has been integrated into the world, the world is integrated into China, Lining brand internationalization strategy can not let Lining grow into an international brand? First, why does Lining want to internationalize the brand? Before discussing the process of internationalization of Lining brand, lets first look at why Lining wants to internationalize the brand In the early days of his career, Li Ning Cos success was closely related to the prince of gymnastics himself. Through the sponsorship of the Beijing Asian Games and the Olympic Games in Barcelona, Lining quickly established a leading position in the domestic sports market, the Conway and gweat pio