李宁体育用品公司进入国际市场的模式优化研究

作者	张亚岚
姓名汉语拼音	Zhang Yalan
学号	2021000002039
培养单位	兰州财经大学
电话	13540634665
电子邮件	1096004890@qq.com
入学年份	2021-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	国际商务
学科代码	0254
授予学位	国际商务硕士
第一导师姓名	聂元贞
第一导师姓名汉语拼音	Nie Yuanzhen
第一导师单位	兰州财经大学
第一导师职称	教授
题名	李宁体育用品公司进入国际市场的模式优化研究
英文题名	Research on the Optimization of the Model for Li Ning Sports Goods Company to Enter the International Market
关键词	企业国际化市场进入模式李宁体育用品公司优化路径对策建议
外文关键词	Enterprise internationalization ; International Market Entry Mode ; Li Ning Sports Goods Company ; Optimized path ; Countermeasures and suggestions
摘要	体育产业是我国的朝阳产业，我国也已成为体育用品出口大国，并开启了国际化进程。但是，我国体育用品行业总体还是存在着国际市场进入模式创新不够、自主品牌国际竞争力不强等诸多问题，致使体育用品企业的国际化进程受阻。李宁体育用品公司作为我国自主名牌企业已探索国际化之路多年，但国际化效果并不明显，国际市场占其营销比重仍然较低，说明其国际化模式存在进一步优化的可能。论文在回顾总结国际市场进入模式国内外相关研究文献的基础上，结合李宁体育用品公司国际化经营现状，系统分析了其进入国际市场所采用的进入模式现状及存在的问题，并通过财务指标法对其国际市场进入模式的财务绩效进行了进一步的检验，以证实其采用的进入模式是否需要进一步的优化，并据此提出优化路径与具体对策建议。论文的研究发现：李宁体育用品公司的国际化以美洲市场、欧洲市场和东南亚市场作为目标市场，并以出口作为进入美洲市场的进入模式，以特许经营作为进入欧洲市场的进入模式，以新建全资子公司作为进入东南亚市场的进入模式；李宁体育用品公司的国际化虽然经历了较长时期且取得了一定效果，但其国际市场进入模式还存在着各目标市场进入途径过于单一且缺乏新意、目标市场进入模式与进入动因不完全匹配、目标市场经济环境了解不够进入时机把握不准、不同目标市场进入模式下的主打产品和广告宣传方式选择不当等问题；而且纵横向从盈利能力、偿债能力、营运能力及发展能力四个方面实证的公司综合经营绩效也支持李宁体育用品公司国际市场进入模式存在不足的结论，公司收入的大部分仍然来自于国内市场的基本事实表明李宁体育用品公司国际市场进入模式尚存在较大的优化空间。为此，在优化进入原则和路径之后，论文提出需根据企业实际情况，在符合自身条件的基础上创新进入模式，采用混合进入模式，即针对同一市场至少选择两种以上的进入模式以提高进入效果，同时提高进入模式选择依据的科学性等使李宁体育用品公司能够进一步优化国际市场进入模式的对策建议。
英文摘要	The sports industry is a thriving industry in China, and China has also become a major exporter of sports goods. The 14th Five Year Plan for Sports Development formulated by the General Administration of Sport of China has created a favorable policy atmosphere for the prosperous development of the sports industry. However, there are many problems in China's sports equipment industry, such as severe dependence on the domestic market, insufficient innovation ability in international market entry models, and weak international competitiveness of independent brands, which have hindered the internationalization process of sports equipment enterprises. Li Ning Sports Goods Company, as an independent brand enterprise in China, has been exploring the path of internationalization for many years, but the internationalization effect is not obvious. The proportion of international market in its marketing is still relatively low, indicating the possibility of further optimization of its internationalization model. After reviewing and summarizing the domestic and foreign literature on the international market entry mode, combined with the company's international management status, the paper systematically analyzes the entry models and existing problems adopted by Li Ning Sports Goods Company to enter the international market. Through the financial indicator method, the paper further tests its international operation performance, confirms that the entry models it adopts do need to be optimized, and finally proposes specific optimization paths and countermeasures. The research results found that the problems of entering the mode mainly focus on the following aspects: in the mode selection, the selection basis is not accurate enough and unscientific. At present, only traditional international market entry models such as exports are used, which are too single and lack novelty, making it difficult to compete with existing competitors in the international market, and the level of innovation is low; In the selection of target markets, due to insufficient understanding of the policy and economic environment of the target market, it is difficult to grasp the timing of entry, which can easily lead to entry failure and affect the effectiveness of international market operations; In terms of product coordination and company promotion, the main products and advertising methods chosen for different market entry modes should be differentiated, not blindly imitated, and highlight the unique characteristics of the enterprise. Finally, the optimization path and countermeasures are mainly proposed to address the above issues. Based on the international development strategy of Li Ning Sports Goods Company, the first step is to optimize the entry principle and make good path choices. Secondly, carry out strategy optimization. To make good use of the advantages of the enterprise itself and solve the problems of low effectiveness and high risk of existing entry modes, based on the influencing factors of international market entry modes, combined with in-depth research on the target market, continuously optimize existing modes, innovate multiple entry modes, build a solid foundation for international business, improve the company's business performance after entering the international market, and provide assistance for subsequent development in other target markets.
学位类型	硕士
答辩日期	2024-05-25
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	74
参考文献总数	65
馆藏号	0005573
保密级别	公开
中图分类号	F740.4/142
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/36582
专题	国际经济与贸易学院
推荐引用方式 GB/T 7714	张亚岚. 李宁体育用品公司进入国际市场的模式优化研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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