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采用探索性单案例研究方法,研究李宁公司商业模式,探讨体育用品企业商业模式创新的内在机理。结果表明,体育用品业处于发展阶段,但中国体育用品企业仍处于摸索阶段,李宁公司作为国内体育用品领域老牌企业受国外品牌冲击较大。由于产品设计维度单一,造成消费人群流失;品牌定位模糊造成固定消费人群相对较少。因此,在互联网时代推动下,探索长尾模式,链条模式,O2O模式的内在机理,给予李宁公司商业模式创新启示。
Using the exploratory single case study method, this paper studies Li Ning’s business model and explores the intrinsic mechanism of the business model innovation of the sporting goods business. The results show that the sporting goods industry is in the development stage, but China’s sporting goods business is still in a groping stage. Li Ning Company, as a veteran player in the field of domestic sporting goods, has been hit harder by foreign brands. Due to a single product design dimension, resulting in the loss of consumer groups; brand positioning caused a relatively small number of fixed consumer groups. Therefore, under the impetus of the Internet era, we should explore the intrinsic mechanism of long tail mode, chain mode and O2O mode and give Li Ning an innovative inspiration on the business model.