李宁公司中国市场竞争战略分析

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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