李宁公司战略分析朱嵩嵩201028008743041www.97tuan.net目录一、使命与愿景..............................................................................................................................31.1使命....................................................................................................................................31.2愿景....................................................................................................................................31.3核心价值观........................................................................................................................4二、中国体育用品行业总体分析...................................................................................................6三、“李宁”公司SWOT分析.......................................................................................................83.1“李宁”体育用品公司的竞争优势分析...........................................................................93.1.1品牌优势.................................................................................................................93.1.2价格优势.................................................................................................................93.1.3本土优势.................................................................................................................93.1.4销售优势.................................................................................................................93.1.5差异化优势............................................................................................................103.1.6公司销售额稳步增长............................................................................................103.2“李宁”体育用品公司的竞争劣势分析..........................................................................103.2.1公司实力不足........................................................................................................103.2.2产品库存周转速度慢............................................................................................103.2.3产品研发力度不够................................................................................................103.2.4广告宣传力度不够................................................................................................113.2.5品牌影响力不够....................................................................................................113.2.6品牌个性不明显....................................................................................................113.3“李宁”体育用品公司的潜在机会分析..........................................................................113.3.1借助北京奥运会提高发展....................................................................................113.3.2市场增长机会........................................................................................................123.3.3市场的双向延伸....................................................................................................123.3.4提高服务质量........................................................................................................123.3.5独家特许经销商便于管理....................................................................................123.4“李宁”体育用品公司面临的威胁分析............................
