国贸经济管理类毕业论文-浅谈我国体育用品行业的品牌国际化

H/0JA FJE1E !RE;E+X1 ?5zvytJuUkKG+tyL-a)i)io;G 2008 k+ck1k-8o#H4%;.k+a|6.-|6GiC=%oP4;.kN5,kyooyo;.gkecc%?RkPggaoKdB g|6H/0JA FJE1E !RE;E+X2AbstractAlong with the increase of income and the improvement of living standard,the Chinese peoples demands of sports activities as well as sports products areexpanding and the China sports market is blooming. Beijing 2008 Olympic isdrawing near, which is not only a good chance, but also a big challenge fordomestic sports products enterprises. In such circumstance, LINING as the No.1sports company of China, has successfully built its own brand and globallycompetent image in the extremely intense competition. Based on the relevantbranding theories, this paper is going to analyze the success and deficiency ofLININGs strategies for the reference of other sports products companies, drivingChinese sports products industry on the way to international market.key words International Brand, Sports Products Industry GlobalCompetenceH/0JA FJE1E !RE;E+X3- 1 (|,y-Lu(|,+X . 42 (-LuF . 43 6(|-LuFF,=C . 53.1 6(|-LuFF, . 53.26(|-LuFF,=C :. 105-6+X(|-LuF,_/j . 104.1Q_ . 114.2 Y+X-LuCt$ . 114.3 FH1+ . 124.4Y+X 08Fj . 1263) . 138$BR . 13H/0JA FJE1E !RE;E+X4#uB8A-6+X|J,(|-LuF6j1 (|,y-Lu(|,+X(|59ZrM,10r_(|,(CXE,=1r_(|,FX)v7=1V7A1y19r_(|,#r_(|p,%B*Y,L8 1(|-LuF(International Branding, Global Branding), 0 j(|,*3F4:U , _6|(|lP(|E*,KO1:UK0E0; , -,_9-LuFV,Y# 26#Ci65*0B3+,(|!_+a#Ci65)-LuF(|F/0c,OAr9-LuF(|,1J9W,4#Y#M)%&,-Lu1=(|-LuFH+_-6J,fF9(|9-LuFN=F-2jG-?R(|-+|4#,*3F#%!F$9#-p(|D:,-,4-(|G-6Md-p0Z$-LuF,2jA8!,(|X2-10c7JDF69F=FMF1yJZ3+G,CJF6+X(X-6+X|JunCEG,NxX+e?n, “20005CCTVA0(a,-(|AF9#kj_00F(|F9(XH+:UK0!M054P:UK0xFvL,B.2 1999C(|-LuFH+A0;: -LuF-;_0/9.A,X|jE0;6- SAP(8*0-Lu1 L . 2006.11:A*3(|:UK01+ .GvW ,:p122 LxU4/N . 2007.1:-(|-LuF)( Q?3R .1J#k:UK01*6 . p32H/0JA FJE1E !RE;E+X5-6+X|J10!QX-lUn,F+|6+X?J0(|F,?H!W#b2j 2000X?*(AA0CC-Lu%#q=C3.1 6(|-LuFF,3.1.1(|(|_.+k(|Bpl,|j!B462j,#Ci65!.AA(|91(|,B0Z1J=1? 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