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Li Ning sporting goods brand management research

Author: LiWei
Tutor: LiuBaoCheng
School: University of Foreign Trade and Economic
Course: Business management
Keywords: Sporting Goods Brand Li Ning Company
CLC: F426.8
Type: Master's thesis
Year: 2006
Downloads: 1710
Quote: 6
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Abstract


Recent years, with China's rapid economic development , national and rising living standards , sports , leisure become increasingly more integrated into the daily life of the Chinese people , the sports industry as a very wide associated surface upstream industries , China the new economic growth point , the trend is more and more obvious . 2008 Beijing Olympics held sporting goods industry in China has created a good opportunity for development . However now just sporting goods -producing countries rather than brand powerhouse , with their own brand products into the international market is still rare . The face of billions of dollars in annual sales and brand value of world famous brands , we can say to the children of all our sporting goods business almost still fighting and the Giants . So , how to create a local brand , bigger and stronger the brand is a common issue in front of the Chinese sporting goods company . Because of the above reasons , the paper has a very important practical significance for the sporting goods manufacturers brand management . This paper is divided into six main sections . First part of the concept from the brand connotation , the role of the three aspects simple introduction to the theoretical system of brand management ; second section describes the status quo and development trend of the world 's sporting goods industry ; Part III describes the status quo of China 's sporting goods industry and development trends; fourth part is the key part of this article , analyzed the problems of China 's sporting goods market , and in the fifth part of the proposed development model and countermeasure of China 's sporting goods brand targeted . Finally , Li Ning Company \

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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