摘要
李宁品牌发展困局问题,暴露出中国体育用品产业发展中的一系列问题。以商业评论视角,审视商业决策中的思维陷阱和商业后果,为商界、学界启发思路提供参考。评论分析认为,产品技术升级是一个象征高科技的媒体"神话",应充分考虑中国企业的本土化要素禀赋条件,不能一味追求产品技术升级。政策扶持问题将可能变为政策依赖,脱离以产品技术与市场营销为主导的企业竞争良性生态。企业的国际发展战略必须建立在本土市场的基础上,不辨商业形势,盲目国际扩张,将会影响企业资源布局和整体战略平衡,甚至拖垮国内市场。"快"时尚、"快"元素不是普适的商业规则,需要企业的深入理解与合理运用。始终围绕客户价值与市场需求,开展有效的商业模式创新,是创造客户基数和企业核心竞争力的根本途径。最后呼吁学界关注行业研究,以及学术研究中的想象力与判断力问题。
The brand development dilemma of Lining discloses a series problems in Chinese sports goods industrial develop-ment .Seen from the angle of commercial comments ,the thinking trap and result of commercial decisions are reviewed to provide reference for the thinking inspiration in commercial circles and academic circles .According to the comments and an-alyses ,the product technology upgrading is a media“myth”representing the high technology ,in which the localization fac-tors and conditions of Chinese enterprises should be considered fully .Chinese enterprises should not only pursue product technology upgrading .Policy support issue may change into policy dependence ,which gets rid of the benign ecology of en-terprise competition oriented by product technology and marketing . International development strategies of enterprises should be based on the local market .Blind international expansion with no knowledge of commercial trend will influence the resources arrangement and overall strategic balance of the enterprises ,or even drag down the domestic market .Fast Fash-ion and Fast Element is not the commonly applicable commercial rule ,but should be understood deeply and used reasonably by enterprises .The fundamental way of creating customer cardinal sum and enterprise core competitiveness is to carry out effective Business Model innovation around customer value and market demand .In the end ,it is appealed that scholars can pay attention to the industrial study ,imagination and judgment issues in the academic study .
出处
《体育与科学》
CSSCI
北大核心
2014年第1期97-103,共7页
Sports & Science
基金
国家社会科学基金项目,项目号:13CTY001
关键词
体育用品产业
李宁品牌
技术创新
国际战略
商业模式
sports goods industry
Lining brand
technology innovation
international strategy
business model
