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本文将4C营销理论、体育用品企业的国际化战略、国际化评价指标相结合进行分析,以李宁公司国际化进程为例,对我国体育用品企业的国际化战略进行4C分析(产品需求、成本价格、渠道建设、品牌营销)。
In this paper, 4C marketing theory, the internationalization strategy of sporting goods enterprises and internationalization evaluation indicators are combined to analyze. Taking the internationalization process of Li Ning as an example, this paper analyzes the 4C internationalization strategy of China’s sporting goods enterprises (product demand, cost price , Channel construction, brand marketing).