本文選題：品牌國(guó)際化　切入點(diǎn)：李寧公司　出處：《東北財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：改革開(kāi)放以來(lái),尤其是中國(guó)加入WTO后,中國(guó)經(jīng)濟(jì)快速發(fā)展,人民生活水平極大提高,加之北京奧運(yùn)會(huì)的成功舉辦,極大地促進(jìn)了中國(guó)體育產(chǎn)業(yè)的快速發(fā)展。中國(guó)體育產(chǎn)業(yè)的快速發(fā)展為中國(guó)體育用品行業(yè)的發(fā)展提供了良好的發(fā)展機(jī)遇。與此同時(shí),世界各大體育用品巨頭紛紛搶灘中國(guó),爭(zhēng)奪這一誘人的市場(chǎng)。而國(guó)內(nèi)眾多體育用品公司也紛紛擴(kuò)大規(guī)模,新的體育用品公司也如雨后春筍般的涌現(xiàn),體育用品市場(chǎng)形成了既充滿機(jī)遇、又競(jìng)爭(zhēng)激烈的格局。 品牌國(guó)際化是國(guó)際經(jīng)濟(jì)大背景下的產(chǎn)物。進(jìn)入21世紀(jì)以來(lái),經(jīng)濟(jì)全球化的步伐加快,世界經(jīng)濟(jì)呈現(xiàn)出市場(chǎng)國(guó)際化、企業(yè)跨國(guó)化、資本多國(guó)化和競(jìng)爭(zhēng)白熱化的態(tài)勢(shì),品牌國(guó)際化成為了一個(gè)企業(yè)乃至一個(gè)國(guó)家的重要發(fā)展戰(zhàn)略,體育用品企業(yè)也不例外。國(guó)際知名的體育用品品牌,耐克、阿迪達(dá)斯、彪馬等開(kāi)始進(jìn)入中國(guó)市場(chǎng),他們憑借著強(qiáng)大的資金實(shí)力和品牌攻勢(shì),迅速在國(guó)內(nèi)市場(chǎng)打開(kāi)局面,瓜分了國(guó)內(nèi)的體育市場(chǎng)。以李寧為首的我國(guó)體育用品企業(yè)開(kāi)始調(diào)整戰(zhàn)略,走自創(chuàng)品牌戰(zhàn)略,并開(kāi)始走向國(guó)際,實(shí)施其品牌國(guó)際化戰(zhàn)略。 “李寧”是一個(gè)在中國(guó)消費(fèi)者心目中舉足輕重的體育品牌。李寧公司由著名體操運(yùn)動(dòng)員李寧先生創(chuàng)立于1990年,自成立以來(lái)在我國(guó)體育用品市場(chǎng)一直占有很高的地位,其市場(chǎng)占有率一直領(lǐng)先于國(guó)內(nèi)其他體育用品品牌。誕生二十多年來(lái),已經(jīng)在體育用品領(lǐng)域取得了巨大的成就。然而,隨著市場(chǎng)經(jīng)濟(jì)化進(jìn)程的不斷加速,在國(guó)外品牌和內(nèi)地新興品牌的雙重沖擊下,李寧的品牌競(jìng)爭(zhēng)力正在悄悄衰減。李寧品牌,已經(jīng)遭遇到前所未有的成長(zhǎng)瓶頸。隨著市場(chǎng)競(jìng)爭(zhēng)的激烈化,李寧品牌能否把握市場(chǎng)細(xì)分的過(guò)程,有無(wú)更為專業(yè)的國(guó)際化產(chǎn)品跟進(jìn),有無(wú)更準(zhǔn)確的市場(chǎng)定位的跟進(jìn)；能否利用自身的優(yōu)勢(shì)資源,運(yùn)籌帷幄以出奇制勝,根植于本土,立足于世界；能否建立起強(qiáng)大的品牌優(yōu)勢(shì),不斷提升品牌知名度和影響力,是其最終和NIKE、ADIDAS等國(guó)際知名品牌競(jìng)爭(zhēng)勝負(fù)的關(guān)鍵所在。 2008年北京奧運(yùn)會(huì)的成功舉辦,是中國(guó)國(guó)內(nèi)體育用品企業(yè)走出國(guó)門的良好契機(jī)；李寧點(diǎn)燃奧運(yùn)圣火,更是李寧品牌向世界品牌沖刺的一個(gè)強(qiáng)有力的跳板�！袄顚帯敝挥姓页鲎约涸谄放平ㄔO(shè)中存在的問(wèn)題與不足,結(jié)合企業(yè)戰(zhàn)略目標(biāo),設(shè)計(jì)出適合品牌未來(lái)發(fā)展的市場(chǎng)定位和營(yíng)銷方案,才能逐步建立起強(qiáng)大的品牌優(yōu)勢(shì),把品牌優(yōu)勢(shì)真正轉(zhuǎn)化為提升企業(yè)競(jìng)爭(zhēng)力的助推力,才能抓住世界體育產(chǎn)業(yè)蓬勃發(fā)展的良好契機(jī),占領(lǐng)更多的市場(chǎng)份額,讓李寧品牌真正國(guó)際化。李寧公司從1999年開(kāi)始提出品牌國(guó)際化戰(zhàn)略,但是2004年之前都是屬于比較盲目的,沒(méi)有系統(tǒng)的規(guī)劃,自2004年之后制定了階段性的發(fā)展目標(biāo)：2004-2008年,專注國(guó)內(nèi)市場(chǎng),打造國(guó)際品牌；2009-2013年為國(guó)際化準(zhǔn)備階段,專注加強(qiáng)國(guó)際化能力；2014-2018年,為全面國(guó)際化階段,有步驟的實(shí)現(xiàn)市場(chǎng)國(guó)際化。目前,李寧公司屬于國(guó)際化準(zhǔn)備階段,實(shí)行先品牌國(guó)際化后市場(chǎng)國(guó)際化的戰(zhàn)略,先加強(qiáng)品牌國(guó)際化的能力,然后再逐步實(shí)行其國(guó)際化策略。基于上述原因,對(duì)李寧品牌國(guó)際化策略研究具有現(xiàn)實(shí)意義。本文結(jié)構(gòu)如下： 第一章為緒論,主要介紹了本論文研究背景、研究意義、研究方法及本論文的主要研究思路。本論文采用的研究方法主要有：文獻(xiàn)資料法、邏輯分析法和PEST分析法。 第二章為相關(guān)理論綜述,主要介紹了品牌、品牌國(guó)際化、企業(yè)戰(zhàn)略的概念,以及品牌國(guó)際化的相關(guān)理論：品牌國(guó)際化的模式、品牌國(guó)際化的度量、品牌國(guó)際化采取的主要策略,最后介紹了戰(zhàn)略研究的分析工具：PEST分析法和波特五力分析模型。本章為論文研究的主要理論依據(jù),為論文的理論基礎(chǔ)。 第三章為李寧公司外部環(huán)境分析。本章介紹了我國(guó)體育用品行業(yè)的發(fā)展現(xiàn)狀,并運(yùn)用PEST分析工具對(duì)李寧公司的外部環(huán)境進(jìn)行分析,包括政治、法律、經(jīng)濟(jì)、社會(huì)文化和技術(shù)環(huán)境。通過(guò)分析可以得出,李寧公司所處的整體外部環(huán)境對(duì)李寧公司目前實(shí)施品牌國(guó)際化戰(zhàn)略是有利的,并且目前市場(chǎng)對(duì)于國(guó)際級(jí)的體育用品品牌需求是很旺盛的,有助于其實(shí)施品牌國(guó)際化戰(zhàn)略,最終成為知名的國(guó)際品牌。 第四章為李寧公司所處的行業(yè)環(huán)境分析。本章先介紹了體育用品行業(yè)的經(jīng)濟(jì)特點(diǎn),然后對(duì)李寧公司所處的國(guó)際及國(guó)內(nèi)行業(yè)環(huán)境進(jìn)行了分析,包括：供應(yīng)商、購(gòu)買者、潛在進(jìn)入者、替代品、業(yè)內(nèi)競(jìng)爭(zhēng)者五種力量的分析。通過(guò)分析可以得出,中國(guó)體育用品市場(chǎng)的競(jìng)爭(zhēng)日趨激烈,國(guó)外體育用品公司對(duì)中國(guó)市場(chǎng)的重視和中國(guó)本土體育用品公司的快速崛起,對(duì)李寧公司造成了極大的挑戰(zhàn)和威脅。在這種情況下,李寧更需要通過(guò)其品牌國(guó)際化戰(zhàn)略,整合更多更優(yōu)秀的國(guó)際資源,提高其品牌競(jìng)爭(zhēng)力,通過(guò)開(kāi)發(fā)國(guó)際市場(chǎng),進(jìn)而獲得更好的發(fā)展。 第五章為李寧公司品牌國(guó)際化現(xiàn)狀分析。本章先簡(jiǎn)要介紹了李寧公司的發(fā)展現(xiàn)狀和李寧品牌國(guó)際化的發(fā)展歷程,然后對(duì)李寧公司目前品牌國(guó)際化基本情況進(jìn)行了闡述：李寧公司的國(guó)際化模式為先難后易的模式；李寧公司目前品牌國(guó)際化的程度還比較低,處于初級(jí)階段的程度；李寧公司目前的海外市場(chǎng)主要分布在歐洲、美國(guó)以及東南亞國(guó)家。 第六章為李寧公司品牌國(guó)際化戰(zhàn)略分析。本章為本論文的重點(diǎn)章節(jié),主要包括的實(shí)施策略：品牌形象的國(guó)際化、人才的國(guó)際化、技術(shù)的國(guó)際化、廣告的國(guó)際化以及分銷渠道的國(guó)際化；李寧品牌國(guó)際化戰(zhàn)略中的成功經(jīng)驗(yàn)分析以及李寧品牌國(guó)際化戰(zhàn)略中存在的主要問(wèn)題分析,并對(duì)存在的問(wèn)題提出相關(guān)的建議。李寧公司品牌國(guó)際化戰(zhàn)略的成功經(jīng)驗(yàn)主要包括：制定階段性發(fā)展目標(biāo),促進(jìn)品牌國(guó)際化戰(zhàn)略的實(shí)施；先品牌國(guó)際化、后市場(chǎng)國(guó)際化的發(fā)展戰(zhàn)略；用中國(guó)元素訴求全球市場(chǎng)。對(duì)于在品牌國(guó)際化、引進(jìn)人才、廣告國(guó)際化和分銷渠道國(guó)際化過(guò)程中存在問(wèn)題進(jìn)行了分析,并就這些過(guò)程中的問(wèn)題提出了相應(yīng)的對(duì)策。 最后為結(jié)論,主要對(duì)全文的主要內(nèi)容進(jìn)行總結(jié),并得出如下結(jié)論： 1)李寧公司1999年最先提出品牌國(guó)際化戰(zhàn)略,2004年制定了階段性發(fā)展目標(biāo),力爭(zhēng)2018年躋身世界五大體育用品品牌,實(shí)現(xiàn)20%以上的收入來(lái)自海外的國(guó)際化戰(zhàn)略目標(biāo)。 2)李寧公司采取先難后易的模式進(jìn)入國(guó)際市場(chǎng),先進(jìn)入歐美發(fā)達(dá)國(guó)家,然后進(jìn)入東南亞國(guó)家。 3)李寧公司采取先品牌國(guó)際化后市場(chǎng)國(guó)際化的發(fā)展戰(zhàn)略,目前的國(guó)際化程度較低,海外收入占總收入的不到3%。 4)李寧公司采用品牌形象國(guó)際化、技術(shù)國(guó)際化、人才國(guó)際化、廣告國(guó)際化、分銷渠道國(guó)際化策略實(shí)施其品牌國(guó)際化戰(zhàn)略。 5)李寧公司品牌國(guó)際化實(shí)施過(guò)程中的成功經(jīng)驗(yàn)主要包括：制定階段性發(fā)展目標(biāo),促進(jìn)品牌國(guó)際化戰(zhàn)略的實(shí)施；先品牌國(guó)際化后市場(chǎng)國(guó)際化的發(fā)展戰(zhàn)略；用中國(guó)元素訴求全球市場(chǎng)。
[Abstract]:Since the reform and opening up, especially after joining the WTO China, Chinese the rapid development of economy, people's living standards greatly improved, and the success of the Beijing Olympic Games, has greatly promoted the rapid development of Chinese sports industry. The rapid development of the sports industry for China Chinese sports goods industry development provides a good opportunity for development. At the same time. The world's major sports goods giants have vied for the Chinese, this attractive market. While the number of domestic sporting goods companies have expanded the scale of new sports goods company also like bamboo shoots after a spring rain as spring up, the formation of the sports market is full of opportunities, and competitive pattern.
Brand internationalization is the product of international economic background. Since twenty-first Century, the accelerated pace of economic globalization, the world economy shows market internationalization, transnational enterprises, multinational capital and intense competition situation, brand internationalization has become an important strategy for the development of an enterprise and even a country's sports goods enterprises are no exception. International well-known sports brand, Nike, Adidas, Puma and other China began to enter the market, by virtue of their strong financial strength and brands, quickly open up the situation in the domestic market, the domestic divided sports market. China's sporting goods company led by Lining began to adjust strategy, brand strategy and go. To go International, implement the strategy of brand internationalization.
"Lining" is a very important China in the minds of consumers of sports brand. The Li Ning Co was founded in 1990 by the famous gymnast Lining, since its inception in China's sporting goods market has occupied a very high position, its market share has been ahead of other domestic sports brand. The birth of more than 20 years, has been made great achievements in the field of sports. However, with the accelerating process of market economy, in the double impact of foreign brands and the mainland emerging brand, brand competitiveness are quietly fading. Lining Lining brand, has encountered the bottleneck of growth hitherto unknown. With the fierce competition in the market, the Lining brand can grasp the market segmentation no, there are more professional international products to follow up, no market positioning more accurate follow-up; can make use of the advantage of resources, Strategizing by surprise, rooted in local, based on the world; to establish a strong brand, and constantly enhance the brand visibility and influence, is the ultimate key to competition and NIKE, ADIDAS and other international well-known brands.
The success of 2008 Beijing Olympic Games, is a good opportunity to China domestic sporting goods enterprises to go abroad; Lining lit the Olympic flame, it is a powerful springboard for Lining brand to the world brand sprint. "Lining" only to find themselves in brand building in the problems and shortcomings, combined with the enterprise strategic target, design a suitable market positioning and marketing plan for future development of the brand, in order to gradually establish a strong brand advantage, brand advantage into real impetus to enhance the competitiveness of enterprises, in order to seize the good opportunity of world sports industry to flourish, occupy more market share, let Lining brand real internationalization. Li Ning Co began to put forward the strategy of brand internationalization from 1999 but before 2004, belong to the blind, no systematic planning, since 2004 the development stage of the Goal: 2004-2008 years, focus on the domestic market, to create an international brand; 2009-2013 years for the internationalization of the preparation phase, focus on strengthening international capabilities; 2014-2018 years, for the full implementation stage of internationalization, international market step by step. At present, the Li Ning Co belongs to the internationalization of the preparation stage, the implementation of the international market after the first brand internationalization strategy, to strengthen the ability of brand internationalization then, gradually implement its internationalization strategy. Based on the above reasons, it has realistic significance to the study of brand internationalization strategy of Lining. This paper is structured as follows:
The first chapter is the introduction, which mainly introduces the research background, research significance, research methods and main ideas of this paper. The main research methods in this paper are literature data, logical analysis and PEST analysis.
The second chapter is the summary of the theory, mainly introduces the concept of brand, brand internationalization, corporate strategy, and the related theory of brand internationalization: brand internationalization mode, the measurement of the brand internationalization, brand internationalization strategy is mainly adopted, finally introduces the tools of strategic analysis research: PEST analysis and five force analysis model of the Potter. The main theoretical basis for the research, the theoretical basis for this paper.
The third chapter is the analysis of Li Ning Co external environment. This chapter introduces the development status of China's sports goods industry, and using PEST analysis tool to analyze the external environment of Li Ning Co, including political, legal, economic, social and cultural environment technology. According to analysis, the Li Ning Co's overall external environment on the current implementation of brand Li Ning Co internationalization strategy is favorable, and the market for international sports brand demand is very strong, contribute to the implementation of brand strategy of internationalization and eventually become a famous international brand.
The fourth chapter is the analysis of the Li Ning Co's environmental industry. This chapter first introduces the economic characteristics of the sporting goods industry, and international and domestic industry environment of Li Ning Co are analyzed, including suppliers, buyers, potential entrants, substitutes, analysis of industry competitors. Through the analysis of five kinds of power can be the China sporting goods market is becoming increasingly fierce, the sporting goods company of foreign Chinese market attention and Chinese local sporting goods company's rapid rise, causing great challenges and threats to the Li Ning Co. In this case, Lining needs more through its brand internationalization strategy, the integration of more excellent international resources, improve the the competitiveness of the brand, through the development of the international market, and get better development.
The fifth chapter is the analysis of the current situation of Li Ning Co brand internationalization. This chapter briefly introduces the development course of development of the Li Ning Co and the Lining brand internationalization, and brand internationalization of Li Ning Co at present basic situation elaborated: the internationalization mode of Li Ning Co for the first easy mode; Li Ning Co is now the brand internationalization degree is relatively low, at the initial stage the extent of the current overseas market; the Li Ning Co mainly distributed in Europe, the United States and Southeast Asian countries.
The sixth chapter is the analysis of Li Ning Co brand internationalization strategy. This chapter is the key chapter, including the implementation of strategy: the internationalization of the brand image, talent internationalization, technology internationalization, the internationalization of advertising and distribution channels internationalization; analysis of main problems analysis on successful experience of Lining brand internationalization strategy and the brand of Lining in the internationalization strategy, and puts forward some suggestions on the existing problems. The successful experience of Li Ning Co brand internationalization strategy mainly includes: the development stage of development goals, to promote the implementation of brand internationalization strategy; brand internationalization development strategy first, after market internationalization; with the demands of the global market. Chinese elements for the introduction of talent in the brand internationalization, and problems of international advertising and distribution channels in the process of internationalization is analyzed, and the process. The corresponding countermeasures are put forward.
Finally, the main content of the full text is summarized, and the following conclusions are drawn.
1) Li Ning Co first put forward the strategy of brand internationalization in 1999. In 2004, it made a phased development goal. It strives to become the world's five largest sporting goods brand in 2018, and achieve more than 20% of its revenue from overseas international strategic goals.
2) Li Ning Co adopted a difficult and difficult mode to enter the international market, advanced into the developed countries of Europe and the United States, and then enter the Southeast Asian countries.
3) Li Ning Co adopts the development strategy of internationalization of the market after the internationalization of the first brand, the current internationalization degree is low, and the overseas income accounts for less than 3%. of the total income.
4) Li Ning Co adopts the internationalization of brand image, internationalization of technology, internationalization of talents, internationalization of advertising, and internationalization strategy of distribution channels to implement its brand internationalization strategy.
5) the successful experience in the implementation of Li Ning Co brand internationalization mainly includes: making phased development goals, promoting the implementation of brand internationalization strategy; first, developing strategy of brand internationalization after market internationalization; and appealing the global market with Chinese elements.

【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.8

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