关于李宁Li-Ning品牌在国际化过程中面临的挑战--论文代写范文
2016-04-19 来源: 51Due教员组 类别: 更多范文
51Due论文代写网精选代写范文:“关于李宁Li-Ning品牌在国际化过程中面临的挑战”。李宁品牌是中国很有影响力的运动品牌之一，主要提供各种体育用品，包括鞋类，服装，设备及配件的专业和休闲味目的的休闲用品。这篇论文简单的介绍了李宁运动品牌的研究的背景，以及其旗下经营的范围，以及在冲向国际化的过程中所面临的挑战。
Introduction
This proposal presents an overview of the research topic which is “Making Li-Ning brand, themost popular Chinese sportswear brand an international brand”.
It will start with describing the background of the study and followed by stating the research problem and then theliterature review. Under literature review, the theoretical framework will be defined to easegap identification process and eventually lead to the outcome of research questions, researchobjectives and research propositions.
The next part will discuss about upon researchmethodology describing the research paradigm, research design and data collection methods.Later, method of data analysis will be presented and this proposal will be concluded by thesignificance of this study.
Background of Research
a primarily brand which belongs to Li Ning Company Limited is one of the leadingsports brand companies in China, mainly providing sporting goods including footwear,apparel, equipment and accessories for professional and leisure purposes .
Headquartered in Beijing, the Group has brand marketing, research anddevelopment, design, manufacturing, distribution and retail capabilities (Li Ning CompanyLimited, 2012). Besides, the Group has established an extensive supply chain managementsystem and a retail distribution network in China, predominantly through outsourcedmanufacturing operations and franchised distribution as their strategic capabilities (Li NingCompany Limited, 2012). Enright (2012) described that Li-Ning hardly needs an introductionas there are more than 8000 Li-Ning stores in China, being the No.2-selling athletic brand inthe country, after Nike.Li-Ning first penetrates into the international market in 2009 where it opens flagship store inSingapore, the first store in Asia outside China, and officially promoted Li-Ning brandbadminton product’s in Malaysia in 2010 (Li Ning Company Limited, 2012). In addition, asignificant breakthrough in international market besides Asia was the grand opening of thefirst Li-Ning brand retail store in Oregon, Portland, in the United States in 2010 (Li NingCompany Limited). Based on the information gathered, Li-Ning main focus was set at thedomestic market (Li Ning Company Limited, 2012). As compare to the sales revenue in 2012,Li-Ning generates 97.8% sales revenue from domestic markets and as minimal as 2.2% salesrevenue from international markets (as shown in Figure 1.0). This phenomenon had showedthat little effort was applied to the intention of globalization.
Research Problem
Research Problem is to be defined to kick off the research with a clearly defined scope(Dahlan, 2009). Therefore, the research problem is “What are the challenges that Li-Ning mayface to become an international brand?”
Literature Review
According to Berg (2004), a literature review drives the research. Besides, Neuman (2006)also identified it as an essential step while conducting a research project. Literature review hasfour significant goals. First, obtain a full understanding of the existing body of knowledgeupon the research area; second, to recognize the key research issues and emerging concerns toplace the research into its proper context; third is to understand the theoretical concepts andmodels relating to the research topic and lastly to establish the significance of the researchproblem (Baker, 2000; Cavana, Delahaye & Sekaran, 2001; Leedy, 2001; Perry, 2002).
Understanding Chinese Firms
For the past 20 years, China has grown faster than all other economies (Tucker, 2006). A newdirection was given in May 2007 when speaking to business and government representativesas the Chicago Council of Global Affairs, the Commerce Minister Bo Xilai explained thatChina could no longer continue to be perceived as a manufacturing facility for Westernenterprises, and instead China had to become an exporter per se, thanks to its own brandtransforming China being global competitive not only as a producer but also a marketingcountry (Ille, 2009). However, the reputation of Chinese brands was once doubt when theyfailed to appear among the top brands in the 2007 Interbrand Best Global Brands (Interbrand1, 2007). Furthermore, May (2007) also mentioned, an American study of “Made in China”found that over 60% of recalls of consumer goods in the US in 2007 happened to be productsfrom China, indicating that Chinese firms are facing the challenge of improving their globalperception.
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