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ID:31989988
大小:3.53 MB
页数:62页
时间:2019-01-30
《李宁公司中国市场竞争战略分析》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、AbstractSincethereformingandopening,China’Seconomyandpeople’Slivingstandardhavebeenimprovedrapidly,whichpromotesthedevelopmentofsportsindustry.ThemajorsportinggoodsgiantshaveenteredChinesemarket.Manydomesticsportinggoodscompanieshavealsoexpandedtheirsc
2、ales.Nowadays,Chinesesportinggoodsmarkethasbecomeseriouslycompetitive.Li—Ningcompany,aSChinesefirstlocalsportinggoodscompany,mustre·planitscompetitivestrategytoestablishandmaintaincompetitiveadvantages.ThispaperanalyzesthestrategyofLi—NingcompanyinChin
3、esemarketthroughextemalenvironmentanalysis,internalresourceanalysis,choiceandmanagementofstrategy.AimtOsolvetheactualproblemofstrategyimplementationandcontrolinLioNingCompany,weprovidesomespecificimprovemethods.Byanalyzingtheextemalenvironmentandintern
4、alresourceofLi-NingCompany,thispaperholdstheopinionthattheexternalenvironmentisinfavorofthedevelopmentofLi-NingCompany.Thecompany’Sproductqualityisgoodandithasstrongabilityofresearchanddevelopment.butitscorecompetenceisnotconstantenough.Thecompetitives
5、trategyLi·-NingCompanyistofosteritscore·-competenceabilityandholddifferentiationstrategy.Intheframeofwholecompetitivestrategy,particulartacticsaledeveloped.Thepaperalsoresearchesthecontrolissuesofcompetitivestrategy.Resultsshowthattherearesomeproblemsi
6、nstrategyimplementationofLi-NingCompany.Weprovidesomeadvicestosolvetheseactualproblemsinordertoimplementcompetitivestrategyandgetbettereffects.ThepapermakesLi-NingCompany’Scompetitivestrategyandtacticsundermarketenvironmentandsuppliesausefulstrategyway
7、andcaseforsportsgoodsenterprisesandmakesthestrategymanagementresearchforsportsgoodsenterprisesinChinamoreabundantlyanddeeply.Keywords:Sportinggoodsindustry,Li-Ningcompany,Marketcompetition,DifferentiationstrategyII目录第一章绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.11.1选题背景⋯⋯⋯⋯
8、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.11.2研究意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.31.3相关基础理论简介⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..31.3.1外部环境学派⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯31.3.2内部资源学派⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯41.3.3核心能力理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯41.3.4五力分析模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯41.3.5基本竞争战略⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯51I3.6SWOT分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.51.4研究思路及结
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