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李宁公司是渠道“圈地运动”的发起者,深知渠道成长极限的后果所在。品牌横向化、国际化都是为了拓宽成长空间,重塑品牌、提升品牌溢价能力则是增强渠道单店赢利能力的举措。变革有风险,但不变革又当如何?本土体育用品品牌李宁正处于漩涡之中。媒体们就李宁公司的战略问题、领导力问题以及行业问题展开了大讨论。过去,笔者也发表过一些有关李宁公司的文章,这里,笔者试图从另一个角度解读这家我们似曾熟悉的企业。
Li Ning company is the channel “enclosure movement ” initiator, knowing the consequences of the channel growth limit. Brand horizontal, international are to broaden the space for growth, reshape the brand, enhance the brand premium ability is to enhance the profitability of the channel single shop initiatives. The risk of change, but not change when? Local sportswear brand Li Ning is in the whirlpool. The media on Li Ning’s strategic issues, leadership and industry issues have been discussed. In the past, I also published some articles about Li Ning Company, here, I try to interpret this from another perspective we may be familiar with the company.