互联网时代体育用品企业商业模式创新研究——基于李宁公司发展困境分析

Research On Business Model Innovation Of Sports Goods Enterprises In The Internet Era——Analysis Of The Development Dilemma Of Li Ning Company

采用探索性单案例研究方法,研究李宁公司商业模式,探讨体育用品企业商业模式创新的内在机理。结果表明,体育用品业处于发展阶段,但中国体育用品企业仍处于摸索阶段,李宁公司作为国内体育用品领域老牌企业受国外品牌冲击较大。由于产品设计维度单一,造成消费人群流失;品牌定位模糊造成固定消费人群相对较少。因此,在互联网时代推动下,探索长尾模式,链条模式,O2O模式的内在机理,给予李宁公司商业模式创新启示。

Using exploratory case study methods, this paper studies Li Ning company business model, and discusses the inner mechanism of the sports goods enterprises business model innovation. The results show that the sports goods industry is in the development stage, hut the sports goods companies are still at groping stage in China, Li Ning company as established in the field of national sports goods enterprises is impacted by the foreign brands. Due to the dimension of a single product design, resulting in the loss of consumers; brand positioning fuzzy causes fixed consumer groups are relatively few. Therefore, in the Internet age, it explores the long tail mode, chain model, the inner mechanism of the 020 mode, giving the enlightenment to Li Ning company business model innovation.