中国体育产业品牌竞争的趋势及策略研究——基于李宁公司近年来的发展实证分析

Study on Competitive Trend and Strategy of Sports Brand in China-Empirical Analysis Based on the Development of Li Ning Company

随着多年来中国经济的高速发展,体育产业已经成为中国新的经济增长点。但中国体育用品产业目前是产量的大国、品牌的小国,面对世界著名品牌每年几十亿美元的销售量,我们的体育用品企业几乎还是与巨人作战的儿童。李宁公司要向市场格局的上方走,就要全面充分地掌握我国体育用品市场的行业发展趋势及其规律,认清体育用品市场的竞争格局。同时,也要积极研究竞争对手的成功之处,取长补短,树立品牌竞争意识,采取正确的营销战略,差异化定位,做具有民族特色的国际品牌。

With the rapid development of China＇s economy over the years, the sports industry has become China＇s new economic growth point. However, China is a large country in the production of sporting goods but a small country in the brands. Facing the world-famous brands, whose annual sales are several billions of dollars, our sports business is the child fighting with the giants. To go to the top of the market structure, Li Ning Company should fully grasp the overall industry trends and their laws of China＇s sporting goods market, identify the competition pattern of the sports market. At the same time, we should also actively study the eompetitor＇s successes, learn from each other, establish a brand competition sense, take the right marketing strategy, differentiate positioning, and form the international brand with the national characteristics.