经济危机对李宁公司体育用品业的影响  

Influences of Economic Crisis on Lining Sports Goods Industry

作　　者：唐红明[1] 张凤彪[1] 

机构地区：[1]湖南人文科技学院体育科学系,湖南娄底417000

出　　处：《沈阳体育学院学报》2011年第2期40-44,共5页Journal of Shenyang Sport University

摘　　要：以李宁公司体育用品业为研究对象,运用文献资料法、数理统计法、逻辑分析法等研究方法,对李宁公司体育用品业2005年至2009年绩效进行全面的调查分析。结论:受经济危机及2008年奥运会效应的交叉影响,为保证企业稳定发展提高竞争力,李宁公司采取了一系列应对措施,致使以下方面出现了不同程度的波动:①财务收入年增长率放缓;②销售成本大幅增加;③毛利率及权益持有人应占溢利年增长率下降;④国际体育品牌带来冲击。并对此提出指导性意见:①优化产业结构;②进行行业整合;③注重市场细分;④加强产品创新;⑤提升品牌形象。By the research methods such as literature review,mathematics statistics and logic analysis,etc.,the authors investigated the performance appraisal of Lining Sports Goods Industry between 2005 to 2009 and come to the conclusion that inter-influenced by the economic crisis and the effect of the 29th Olympic Games held in Beijing in 2008,Lining Sports Goods Industry carried out a series of countermeasures to sustain its stability and improve its competitive force,resulting in the fluctuation in the following aspects：①the annual financial income growth rate slowed down;②the cost of sales substantially increased;③the gross margin and share holders＇ annual profit rate also decreased;④it is also influenced by the international sports brand.To decrease the negative influences to the least,the authors put forward some instructive suggestions as follows：①optimizing the structure of the industry;②consolidating all kinds of industries;③focusing on market segmentation;④enhancing product innovation;⑤enhance the brand image.

关 键 词：经济危机 李宁公司 体育用品业 影响 

分 类 号：G80-05[文化科学—运动人体科学]