| 浅析李宁的品牌架构 |
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| 引用本文： | 梁勇.浅析李宁的品牌架构[J].山东纺织经济,2011(4):36-37,92. |
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| 作者姓名： | 梁勇 |
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| 作者单位： | 广东技术师范学院,广东广州,510665 |
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| 摘 要： | 李宁公司是中国运动服饰企业的领头羊,采用多品牌发展战略,旗下拥有李宁、Lotto、AIGLE、Z-DO、红双喜和Kason六个品牌。李宁的品牌架构既有优点,亦有不足。李宁公司应从以下四个方面入手来改进品牌架构:做大做强主品牌;保持好品牌之间的相对独立性;分配好产品类别;以品牌收购来促进国际化。
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| 关 键 词： | 李宁 运动服饰 品牌架构 |
Analysis of Li Ning's Brand Hierarchy |
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| Liang Yong.Analysis of Li Ning's Brand Hierarchy[J].Economy of Shangdong Textile,2011(4):36-37,92. |
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| Authors: | Liang Yong |
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| Institution: | Liang Yong(Guangdong Polytechnic Normal University,Guangzhou 510665,China) |
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| Abstract: | Li Ning is the biggest enterprise in China's sportswear industry.Li Ning adopts a multi-brand business development strategy.In addition to its core LI-NING brand,Li Ning operates under brands Lotto,AIGLE,Z-DO,Double Happiness and Kason.Li Ning's brand hierarchy has it's advantages and disadvantages.To improve it's brand hierarchy,Li Ning should take the following measures: establishing a stronger core brand,keeping the relative independence of brands,classifying brands;speeding up internationalization by br... |
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| Keywords: | Li Ning sportswear brand hierarchy |
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