创新驱动发展战略背景下李宁体育市场潜在危机分析——透过2018巴黎时装周“中国李宁”主题时装秀的思考

以CIS理论为基础,运用文献资料法、逻辑分析法分析李宁体育在2018巴黎时装周上的创新的成功性,对其创新存在的不解和担忧提出一定的见解,以引起民族体育企业的重视,为民族体育品牌的发展提供一定的理论思考。研究表明:李宁体育在品牌营销战略上没有形成合理体系;企业内部缺乏能委以重任的专业人才;李宁体育品牌定位模糊,缺乏创新意识,自主创新能力低。

Based on the CIS theory,using the literature method and logical analysis method to analyze the success of Li Ning Sports’ innovation at Paris Fashion Week 2018,and provide some insights into the confusion and concerns about its innovation,in order to arouse national sports companies Attention to the theory provides a certain theoretical consideration for the development of national sports brands.Research shows that:Li Ning Sports has not formed a reasonable system in its brand marketing strategy;there is a lack of professionals within the company that can be entrusted with heavy tasks;Li Ning Sports has a erratic strategy and a vague brand positioning;lack of innovation awareness and low independent innovation capabilities.