【摘要】：隨著經(jīng)濟(jì)全球化及區(qū)域經(jīng)濟(jì)一體化進(jìn)程的不斷加深，，企業(yè)之間的競爭也日益激烈。越來越多的企業(yè)不滿足于國內(nèi)市場的發(fā)展，開拓海外市場成為其長遠(yuǎn)目標(biāo)。而國際市場營銷需要依靠品牌，相比不斷地進(jìn)行工廠建設(shè)，廣闊的市場對企業(yè)有著更為重要的意義。品牌國際化也成為了企業(yè)在開拓海外市場時關(guān)注的焦點。一方面,品牌作為無形資產(chǎn)，其所特有的價值能夠幫助企業(yè)在國際化進(jìn)程中減弱進(jìn)入新市場的阻力，實現(xiàn)品牌先行的發(fā)展策略；另一方面，我國的知名國際品牌數(shù)量極為有限，從中國制造向中國創(chuàng)造的轉(zhuǎn)變更多的需要依靠品牌的力量來推動。 本文結(jié)合品牌國際化的相關(guān)理論知識，方法和工具，以李寧品牌國際化進(jìn)程為研究對象，通過對其實行的“品牌國際化”戰(zhàn)略進(jìn)行總結(jié)分析，并結(jié)合國際知名運動品牌的國際化發(fā)展經(jīng)驗，發(fā)現(xiàn)李寧品牌國際化過程中值得借鑒的地方以及存在的問題，對中國體育用品行業(yè)品牌未來的國際化發(fā)展提出建議對策。這將為我國本土體育用品品牌在國際化道路的探索提供寶貴經(jīng)驗，現(xiàn)實意義十分突出。 全文由五個部分構(gòu)成，第一部分為緒論，主要對論文的研究背景、意義，研究思路、方法進(jìn)行概述；第二部分?jǐn)⑹隽似放茋H化理論框架；第三部分結(jié)合營銷學(xué)中的波特五力模型對李寧公司的競爭力進(jìn)行論證。第四部分介紹了李寧品牌國際化發(fā)展歷程及現(xiàn)狀；第五部分闡述了李寧品牌國際化的發(fā)展策略，總結(jié)其實施過程中存在的問題，并提出相應(yīng)的對策建議。
[Abstract]:With the deepening of economic globalization and regional economic integration, competition among enterprises is becoming increasingly fierce. More and more enterprises are not satisfied with the development of domestic market. The international marketing needs to rely on the brand, compared with the continuous construction of factories, the broad market has a more important significance for enterprises. Brand internationalization has also become the focus of attention when enterprises open up overseas markets. On the one hand, the unique value of brand as an intangible asset can help enterprises weaken the resistance to enter the new market in the process of internationalization and realize the development strategy of brand first; on the other hand, the number of well-known international brands in China is very limited. The shift from made in China to created in China depends more on brand power. This paper combines the relevant theoretical knowledge, methods and tools of brand internationalization, taking Li Ning's brand internationalization process as the research object, through the summary and analysis of its "brand internationalization" strategy. Combined with the international development experience of international well-known sports brands, the author finds out that Li Ning's brand internationalization is worthy of reference and the existing problems, and puts forward suggestions and countermeasures for the future internationalization development of Chinese sports goods brands. This will provide valuable experience for the exploration of local sports goods brands in the international road, and the practical significance is very prominent. The paper is composed of five parts, the first part is the introduction, the main research background, significance, research ideas, methods are summarized, the second part describes the theoretical framework of brand internationalization; The third part demonstrates Li Ning's competitiveness with Porter's five-force model in marketing. The fourth part introduces the history and current situation of Li Ning's brand internationalization, and the fifth part expounds the development strategy of Li Ning's brand internationalization, summarizes the problems existing in its implementation, and puts forward the corresponding countermeasures and suggestions.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;G80-05

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