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对于眼下正挣扎在业绩泥沼中的李宁公司而言,3年前的“换标”往事实在不堪回首。但作为后来者,重新审视其2010年6月30日“换标”前后的决策过程,却无疑很有点“鉴往知来”的意味。战略错位纵览彼时李宁核心高管提出的换标理由,无外乎三个:国际化需要、品牌定位需要、产品设计需要。首先是李宁国际化的需要。按照李宁原有的规划,2009~2013年是国际化测试年,2014~2018年是全面国际化年。
For Li Ning now struggling in the performance of the mud in the company, 3 years ago, “change standard ” to the fact that the past is overwhelming. But as a latecomer, re-examine its June 30, 2010 “change standard ” before and after the decision-making process, but it is undoubtedly a little “Kam to know ” means. Strategic misconduct overview At that time, Li Ning core executives put forward the reasons for the change, nothing less than three: international needs, brand positioning needs, product design needs. The first is the need of Li Ning’s internationalization. According to the original plan of Li Ning, 2009 ~ 2013 is the internationalized testing year, 2014 ~ 2018 is a full internationalization year.