论文部分内容阅读
对于任何一家规模较大的企业而言,品牌重塑都不应在一夜之间改变。因为在今天这个对品牌高度敏感的市场,老顾客很可能会对新的品牌形象不适应,而同时,被其他公司追逐的新客户却还未来得及转向。这是一次大赌博。然而,赌博从来不是这家年轻公司的风格。李宁公司为这次的新市场战略准备了三年。在2010年6月30日举办的品牌重塑计划中,李宁宣布启用全新的企业标识和广告语“Make the Change”(让改变发生)。几乎在一夜之间,李宁品牌的全新广告语就充斥了大小媒体:电视、地铁广告、互联网,以及零售店。同时,李宁将目标锁定在了中国年轻一代身上——Generation 1 Creator,努力打造更加时尚、更具吸引力的品牌形象。41岁的首席执行官张志勇最近在公开场合表示:“李宁品牌正在变成一个聪明、幽默、率真、充满好奇心和创造力的年轻人!”正像沃顿商学院的霍克教授说的那样,“让我们面对现实吧,运动装备就是一个年轻人的游戏。”让我们看看,李宁如何改变……
For any larger business, brand reshaping should not change overnight. Because in today’s highly brand-name market, regular customers are likely not to adapt to the new brand image, while at the same time new customers chased by other companies are not yet ready for the turn. This is a big gamble. However, gambling has never been the style of this young company. Li Ning company for the new market strategy for three years. In the brand remodeling program held on June 30, 2010, Li Ning announced the opening of a new corporate identity and advertising slogan “Make the Change”. Almost overnight, Li Ning brand new slogan is full of size media: TV, subway ads, the Internet, and retail stores. At the same time, Li Ning is targeting the younger generation in China, the Generation 1 Creator, striving to create a more stylish and attractive brand image. Zhang Zhi Yong, the 41-year-old chief executive, recently said publicly: “The Li Ning brand is turning into a young man who is clever, humorous, candid, curious and creative!” Just as Professor Hawke at Wharton said So, let’s face it, sporting equipment is a game for young people. "Let’s see how Li Ning changed ...