中国品牌全球化:融合“中国元素”的品牌战略——“李宁”案例研究  

Globalization of Chinese Brand and the Brand Strategy of Embedding Chinese Elements: A Case Study on Li Ning

作　　者：何佳讯[1] 

机构地区：[1]华东师范大学商学院,上海200241

出　　处：《华东师范大学学报（哲学社会科学版）》2013年第4期124-129,155-156,共6页Journal of East China Normal University（Humanities and Social Sciences）

基　　金：国家自然科学基金面上项目(71072152);教育部"新世纪优秀人才支持计划"(NCET-08-0198)的阶段性成果

摘　　要：中国的跨国公司在建立全球业务的同时,面临着如何创建全球品牌的重大挑战。从企业的角度看,在全球市场上兼顾东西方文化差异,实现东西方文化价值及元素的融合,以建立中国品牌的全球定位,是值得研究的重要品牌战略。在企业实践中,我们也不难看到很多融入"中国元素"的实际做法,"李宁"就是一个代表性的案例。"李宁"自1999年以来的全球化进程,以及融合"中国元素"品牌战略的具体做法,对中国领先企业在全球化过程如何提升品牌形象附加值具有重要启示。The big challenge that Chinese multinationals face is how to build a global brand when they have already expanded their business on a global scale. For the enterprises,it is an important brand strategy to give consideration to Chinese and Western cultural differences and to blend the values and elements of the two cultures to build the global orientation of Chinese brands. With theoretical and practical analyses,this thesis elaborates on the important strategy of Chinese leading companies,that is,embedding Chinese cultural elements in the product design. This strategy has been successfully applied by Li-Ning since 1999. Chinese leading companies can learn more from Li’s practice in enhancing their value-added brand image in the world.

关 键 词：“李宁” 品牌全球化 “中国元素” 产品设计 

分 类 号：F426.8[经济管理—产业经济] F273.2