李宁品牌国际化发展策略研究

作为中国领先的体育品牌,"李宁"一直致力于专业化、国际化的发展方向。按照李宁公司的国际化战略目标,2009年,"李宁"将进入其国际化发展的一个新阶段,在这一阶段,"李宁"将着重加强其国际化的能力,为下一阶段的全面国际化做准备。本文在国际化战略的视角下,对李宁公司进行了全面的SWOT分析,对其国际化发展策略提出了建议。

As a Chinese leading sports brand, ＂Lining＂ is striving for becoming an international and specialized company all along. According to it＇s internationalization strategy, ＂Lining＂ will enter into a new developing internationalization stage in 2009. In this stage, it will focus on developing its ability to compete with well-known sports brand throughout the world. In the context of internationalization strategy, this paper tries to propose some solutions to its internationalization development on the basis of SWOT analysis.