李宁公司发展战略研究摘 要李宁公司的发展史是“困境反转”的典型案例之一，2010 年，李宁公司达到顶峰，成为中国第一运动品牌，同时启动品牌重塑战略，碍于国内行业调整和战略方向失误，计划失败了，导致李宁公司陷入了危机。此后李宁公司进行改革，由于公司内部人员动荡和执行力不足，很多改革没有得到落实，李宁公司在 2011 至 2014 年期间连续亏损。2015 年，创始人李宁先生回归，着手稳定公司内部人员流动，并进行调整战略，先是重启口号“一切皆有可能”，接着通过与京东战略合作，拓宽了销售渠道和提高运营效率，优化了产品的周转率，同时清理那些效率低下的直营店和特许经营店，减少成本支出，最终在 2015 年李宁公司收入扭亏为盈，意味着李宁开始走向复兴之路。2018 年，李宁公司营业收入首次破百亿。本文结合李宁公司发展战略和内外部环境，对李宁公司在品牌定位的成功、战略失败和反转困境等方面进行分析，最后就李宁公司产品定位、营销手段等存在的不足之处提出改进措施，也为其他运动品牌公司发展提供借鉴。关键词：李宁公司；发展战略；环境因素；品牌IResearch on the Development Strategy of Li Ning CompanyAbstractThe development history of Li Ning Company is one of the typical cases of "dilemma reversal". In 2010, Li Ning Company reached its peak and became China's first sports brand. At the same time, it launched a brand rebranding strategy, which hindered domestic industry adjustment and strategic direction mistakes. The failure caused Li Ning to fall into crisis. Since then, Li Ning Company has carried out reforms. Due to the turbulence of the company's internal personnel and insufficient execution, many reforms have not been implemented, and Li Ning Company has suffered continuous losses from 2011 to 2014. In 2015, the founder, Mr. Li Ning returned, set about stabilizing the company ’s internal staff flow, and adjusted its strategy. First, it restarted the slogan "Everything is possible." Then, through strategic cooperation with JD.com, it broadened sales channels and imp...
