Cng ty li-ning

PHN 1:I. Gii thiu cng ty.

TNG QUAN V LI-NING

Li Ning Company Limited l mt trong nhng doanh nghip th thao thng hiu hng u ti Trung Quc. c thnh lp vo nm 1990, vi tr s hot ng ti Bc Kinh, cng ty tch hp theo chiu dc trong vic tm ngun cung ng ca n, thit k, phn phi, tip th v hot ng bn l. Sn phm ca Tp on c bn di nhn hiu LI-Ning v bao gm giy dp, may mc v ph kin s dng chuyn nghip v gin d. . Tp on thnh lp mt h thng qun l dy chuyn cung cp phong ph, v phn phi mt mng li bn l ti Trung Quc ch yu thng qua gia cng trong hot ng sn xut v phn phi qua cc i l nhng quyn thng mi. Nhm ny cng trc tip qun l ca hng bn l cho cc thng hiu Li-Ning. . Li-Ning nhn hiu sn phm c nhm mc tiu vo nm mn th thao trng im hot ng: chy, bng r, th dc, qun vt v bng . Thnh cng m Li Ning t c da trn bn nhn t chnh: sc cun ht v s ni ting ca c nhn Li Ning em li cho thng hiu uy tn v kh nng c chp nhn ngay t u; mt mng li phn phi mnh m bao qut nhiu thnh ph vng su vng xa Trung Quc; vai tr nh ti tr cho mt s s kin th thao ch yu c s tham gia ca cc ngi sao th thao Trung Quc; v cui cng l tuyn b gi tr hp dn v vic sn xut nhng i giy c cht lng tng ng Nike, song vi mc gi ch bng mt na ca Nike v cc thng hiu nc ngoi khc

1) Nhng gi tr truyn thng:Gi tr kinh doanh u tin ca li ning l bt u t sn phm mang m bn sc Trung Hoa, Li Ning thc c bn sc Trung Hoa cn c bo tn v pht huy ngay c khi ng m rng cng ty ra tm th gii v ng hy vng thnh cng ca thng hiu Li Ning s gp phn lm tng nhng nt c trng ca vn ha Trung Hoa, Li Ning tp trung vo cc loi trang phc dnh cho nhng mn th thao ph bin ti Trung Quc nh cu lng, bng bn v kung-fu. Tng Gim c Jay Li ca Li Ning USA ni rng,khi sc nh hng ca Trung Quc lan rng, nhng hng v Trung Hoa s tr thnh mt phn trong vn ha chnh thng. Khi thi c n, chng ti mun tr thnh mt thng hiu c kh nng mang n cho phn cn li ca th gii mt Trung Quc mi m v hin i, Li ni. Bn cnh ,li ning lun khng nh thng hiu cng ty c th i din cho tinh thn th thao Trung Quc, vic ny thc s khng d dng cht no. Li Ning khng s s thch thc. Trong nhng nm tp luyn th thao, ng quen vt qua nhng kh khn i n vi nhng vinh quang, ng lun l nim hi vng ca nc nh ti cc gii thi u ln. Chuyn qua kinh doanh, Li Ning quyt nh da vo tr tu ca tp th thc hin m c ca mnh.

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Cng ty li-ningLi Ning, vn ng vin huyn thoi Trung Quc, a cng ty trang phc th thao qua mt Adidas tr thnh cng ty trang phc th thao ln th hai ti quc gia ny. Khng ch dng li th trng Trung Quc, vn ng vin huyn thoi Li Ning a cng ty sn xut trang phc th thao ca mnh t chn vo th trng M, cnh tranh vi nhng g khng l nh Nike, Adidas America v Columbia Sportswear.

2) Lch s hnh thnh:Li Ning, vn ng vin huyn thoi Trung Quc, a cng ty trang phc th thao qua mt Adidas tr thnh cng ty trang phc th thao ln th hai ti quc gia ny. Khng ch dng li th trng Trung Quc, vn ng vin huyn thoi Li Ning a cng ty sn xut trang phc th thao ca mnh t chn vo th trng M, cnh tranh vi nhng g khng l nh Nike, Adidas America v Columbia Sportswear. 3) Mc Lch s Pht Trin: Vo thng 7 nm 1989, trong cc qung co pht trn ton quc, khi Li tuyn b vi cng chng Trung Quc rng ng thnh lp cng ty ring v pht ng cuc thi sng tc logo. n thng 8, ng nhn c 20 nghn bi d thi t nhng ngi nng dn, cng nhn v nhiu tng lp khc. Tuy nhin, sau ng vn phi thu cc ha s pht trin mt logo c hnh ging ui co, bt ngun t cc ch ci u trong tn ca ng l L v N Nm 1990, tp on sn xut dng c th thao Li Ning Sports c Li Ning, vn ng vin th dc Olympic, tng c bu l vn ng vin danh d ti Olympic ln th 23 t chc Los Angeles nm 1984, thnh lp Nm 1999, Lining c k hoch a thng hiu Li Ning ra th trng quc t C th gii u ang ton cu ha, nu chng ta mun lm doanh nghip ng u Trung Quc, nht nh phi tr thnh thng hiu ca quc t . Trong phng din thit k, khai thc sn phm, cng ty Li Ning mi cc chuyn gia thit k ngi Italia, Php, Hn Quc.. thit k nhng sn phm ca mnh. Ngoi ra cn thnh lp ring mt ban tp hp cc nhn ti qun l, khai thc tp trung nghin cu, thu thp ti liu th trng, a ra nhng sn phm thch hp. Thng 8 nm 1999, cng ty Li Ning ln u tin thnh lp on i biu tham gia trin lm dng c, sn phm th thao ISPO ti thnh ph Bayern Munich- c. Mc tiu ch yu ca tham d ny l tip xc vi cc doanh nghip nc ngoi, t nn mng cho vic pht trin thng hiu Li Ning ra th trng Chu u Nm 2000 cng ty Li Ning k hp ng ti tr cho i tuyn th dc th thao quc gia Php v tr thnh cng ty dng th thao u tin ca Trung Quc ti tr cho mt i tuyn quc gia nc ngoi. Thi gian sau , cng ty Li Ning cn k tip cc hp ng ti tr cho cc on th thao ca Ty Ban Nha, Bungari, Sc, Italia.. lnh vc ti tr bao gm rt nhiu hng mc ca th thao nh bng , bng r, th dc... v trong nm Lining bt u chin dch m phn tm i l y quyn ti 9 nc Chu u nh Ty Ban Nha, Hi Lp,

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Cng ty li-ningPhp v n thng 10/2001 ca hng chuyn bn sn phm thng hiu Li Ning u tin c m ti thnh ph Santander, Ty Ban Nha. Nm 2004 Li Ning nim yt thnh cng trn th trng chng khon Hong Kong nh huy ng c khong 67,9 triu la cho vic m rng quy m Trong nm nm tr li y, t l tng doanh s trung bnh ca Li Ning trn 45%.Nm 2009 tng doanh s ca cng ty Li Ning t k lc 8,38 t nhn dn t. vt qua c doanh s ca hng dng c th thao ni ting Adidas ti th trng Trung Quc

4) Sn phm chnhLi-ning l cng ty chuyn sn xut giy dp trang phc v cc sn phm ph kin khc dnh cho cc mn th thao nh bng r, bng , tennis cho n bi li, th hnh v thi trang th thao nh qun o, giy dp dnh cho cc la tui nam n. Vi nhng trang phc Li-ning c rt nhiu ngi a chung v s dng khng ch ring Trung Quc m cn cc nc trn th gii.Sn phm ca Li-ning mang m mu sc Trung Hoa.

5) Cc thi trng chu yu. CHU M : M , 1 s nc Chu M La Tinh CHU U: c, Ty Ban Nha, Cng Ho Sc , Italia , Ty Ban Nha, Hy Lp , Anh, H Lan, 1 s nc Chu u khc CHU :Trung Quc , Nht Bn, Hn Quc, n ,Thi Lan, Vit Nam

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Cng ty li-ningII. S mnh, vin cnh 1) S mnhMission: Through sports, we inspire people the desire and power to make breakthroughs Thng qua th thao, chng ti mong mun truyn cm hng v sc mnh cho mi ngi to bc t ph Tuyn b trn th hin: Cng ty chng ti tham gia trong lnh vc dng th thao Tham vng: To bc t ph Cam kt ca chng ti: i vi khch hng: Cung cp sn phm dng th thao thng qua to c cm hng, am m khi s dng. i vi nhn vin: Trao quyn cho nhn vin th hin s tin tng, bn cnh to s thoi mi nhn vin c mi trng lm vic y cm hng. Cam kt vi c ng: To bc t ph mnh m nhm ti a ha gi tr c ng. Tha mn nhng k vng kinh doanh ca c ng Nhng cam kt ca chng ti da trn nhng phn tch gii hu quan tc ng n cc quyt nh chin lc m cng ty. l khch hng, nhn vin, v cc c ng. Khch hng: sn phm ca cng ty to ra cm hng mnh m. Nhn vin l ngun lc chnh ca cng ty. C ng: s thnh cng ca cng ty lun gn lin vi khon u t ca c ng

2) Vin Cnh.Vision:A world's leading brand in the sports goods industry Tr thnh mt thng hiu th thao hng u th gii trong ngnh cng nghip hng th thao a) Gi Tr Ct Li: "Advocating movement, integrity, passion, win, innovation, collaboration. Advocate movement: love for sports as the core of the active lifestyle; affect people around the active participation in sports, sports for people with communication, enhance Health Enhance self-confidence. Li Ning, the company asked people love each movement

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Cng ty li-ningcreated by the passion and joy, we wish to own real action, to infection of people around, pass "participation" and "higher, faster, stronger" Olympics Spirit. Honesty: be honest with each and every Competition And challenges, and respect for the company's system of discipline, absolutely no personal interests at the expense, damage interests of the company; in the premise of fair and honest, sincere treatment of colleagues and establish positive working atmosphere. Passion: with a strong sense of mission and ambition, promising to achieve the company mission, vision and hard work of sustained impulse. Positive response to the challenges of life and work, not words discouraged. Win: the development of the company's confidence in the future, there is a strong achievement motivation, positive face of market challenges, goals and success on persistent desire and pursuit. Innovation: on the market insight, learn new knowledge or to learn from successful businesses. Timely new knowledge, new technology, new thinking, new ideas for product design, brand Operate And internal management, and constantly create more value for the enterprise. Collaboration: work together to achieve company goals. Vn ng phong tro, trung thc, nim am m, ginh chin thng, i mi Vn ng phong tro: Cng ty pht trin tnh yu dnh cho cc mn th thao nh l ct li ca li sng nng ng N s nh hng n nhng ngi xung quanh thc s tham gia tch cc trong th thao, tng cng sc khe ,tng cng s t tin bng cch khuyn khch nhng ngi yu th thao cng nhau hnh ng to ra nim am m v nim vui,chng ti mong mun thc s ca hnh ng l truyn ng lc ca nhng ngi xung quanh Trung thc: cng ty khuyn khch s trung thc vi nhau , tn trng h thng ca k lut cng ty, hon ton khng c li ch c nhn gy nn chi ph, thit hi li ch ca cng ty; nhng tin ca vic qun tr l s cng bng, trung thc, chn thnh ca cc ng nghip v thnh lp tch cc bu khng kh lm vic. Nim am m : vi mt thc mnh m v nhim v v tham vng ca mnh , cng ty c trin vng t c s mnh ca cng ty,. Tch cc p ng nhng thch thc ca cuc sng v cng vic, khng phi t nn. Win(ginh chin thng): s t tin vi s pht trin ca cng ty trong tng lai, to ra ng lc t nhiu thnh tch vng mnh, tch cc i mt vi nhng thch thc th trng, mong mun v theo ui dai dng mc tiu thnh cng

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Cng ty li-ningCi tin: trn s thu hiu th trng, tm hiu kin thc mi hay hc hi t cc doanh nghip thnh cng. Cp nht kin thc mi, cng ngh mi, t duy mi, nhng tng mi cho thit k sn phm, thng hiu,kinh doanh v qun l ni b Cng tc: lm vic cng nhau t c mc tiu cng ty b) Hnh dung tng lai: c mun ca ngi sng lp Lining nm xa l mun thnh lp mt thng hiu cng ty c th i din cho tinh thn th thao Trung Quc.Nhng by gi mc tiu cao hn c l phi m rng qung b, pht trin cng ty ra th gii bit tr thnh cng ty hng u trn th gii

PHN 2

MI TRNG BN NGOI

Chng ti gii hn nghin cu t 2005-2008 ti th trng Trung Quc

I. Mi trng vi m 1) Mi trng php lut

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Cng ty li-ningim quan tm c bit la vic Trung Quc p dng cc chnh sch thu "hai min ba gim", chnh sch hon thu cho cc X nghip c vn ti u t ca nc ngoi ,gim hoc min thu doanh thu v li tc, thu nhp khu thit b. Vic thu hut u t vi nhiu chinh sach hp dn nay se gy nhiu bt li i vi nganh dung cu th thao c bit la vi cng ty trong nc nh Li-ning

2) Mi Trng Nhn Khu HcV dn s v cu trc tui:Pht biu ti mt din n dn s din ra ngy 19/5, Tng gim c Trung tm nghin cu pht trin dn s Trung Quc, ng Jiang Weiping cho bit, dn s Trung Quc, hin ang mc 1,33 t ngi .S liu thng k mi cn cho bit nm 2005-2008, t l nam gii Trung Quc chim 51,53% s dn, t l ph n chim 48,47%. T l ngi gi t 60 tui tr ln l 11,03%. S liu thng k dn s trc cng cho bit, c 180 triu ngi dn Trung Quc tui trn 60. Cht lng cuc sng ngy cng c nng cao ti Trung Quc gip ngi ta th hn trong khi chnh sch hn ch sinh v cc thay i v li sng v quan nim khin s tr em sinh ra ngy mt t i.

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Cng ty li-ning

V mt phn b a l : T l dn thnh th l 42,99%; t l dn nng thn l 57,01%. S dn lu ng l 147,53 triu ngi .Theo mt kt qu iu tra x hi trn 50.000 h dn cc TP, th trn TQ, nhm ngi c mc thu nhp cao nht th mc thu nhp bnh qun u ngi su thng u nm 2004 l 13.322 NDT (khong 26 triu ng), bng 2,8 ln mc thu nhp bnh qun c nc; trong khi nhm ngi thu nhp thp nht ch t mc bnh qun 1.397 NDT, bng 29% mc thu nhp bnh qun c nc.

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Cng ty li-ning

T l gia mc thu nhp cao nht v thp nht l 9,1:1.Phn ha thu nhp vng, nht l vng duyn hi giu c v vng min Ty ngho kh cng c xu hng tng t. Ch trng mt s khu vc, c nhn c iu kin giu ln trc ri ko theo cc i tng khc giu sau tuy c khuyn khch mt s vng, dn c giu ln nhanh chng, gp phn tng trng kinh t nhng li m rng thm phn ha giu ngheo Trung Quc cung la mt trong nhng nc co mt nhn khu kha ln trn th giimt nhn khu trung binh at 135 ngi mt ki-l-met vung. Trung Quc co dn s phn b khng ng u, min ng ng dn, min ty it dn; khu vc ven bin min ng co mt nhn khu cao, mt ki-l-met vung co dn s vt qua 400 ngi; khu vc min Trung co hn 200 ngi mt ki-l-met vung; khu vc cao nguyn min ty, cha n 10 ngi mt ki-l-met vung.Tuy nhin vn co mt s ln thanh ph min ty va min trung co mt dn c va thu nhp cao Kt lun :Qua s liu trn cho thy Trung Quc l quc gia c dn s ng nht th gii v l th trng c mt dn s tr nn y l th trng rt rng ln , cng vi l mt dn s khng ng u v t l phn ho giu ngho cn cao y l nhng kh khn, thch thc i vi ngnh sn xut th thao Trung Quc phi bit iu chnh sao cho cc dng sn phm hp l

3) Mi Trng Kinh T:Cc ch s cn quan tm: A.Tng trng kinh t S liu thng k chnh thc ca cc thng k Trung Quc (NBS) :

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Cng ty li-ningQ1 2005 2006 2007 2008 9,4 10,2 11,1 10,6 Q2 9,5 10,9 11,9 10,6 Q3 9,4 10,7 11,5 10,7 Q4 10,5 10,8 11,2 6,8

Tc tng trng ca Trung Quc cc qu t 2005-2008

Qua th ta thy GDP ca Trung Quc tng rt mnh trong nhng nm iu tra ,mc d n nm 2008 bt u khng hong kinh t th GPD vn pht trin kh cao gn 9,4 %.iu ny cho thy kinh t ngi dn ln cao,mc sng pht trin s to ra nhiu c hi mua sm B.Lm pht

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Cng ty li-ning

1,8% nm 2005 v 1,5% nm 2006 c quan thng k Trung Quc thng bo tin ny gia cn bo gi ca th trng trong nc. Gi thc phm tng cao c xem nh nguyn nhn chnh y t l lm pht ca Trung Quc t mc 6,5% ca thng 12/2007 ln 7,1% trong thng u tin ca nm 2008. .Thng 1/2008, t l lm pht ti Trung Quc tng cao nht trong vng 11 nm qua mt phn l do nh hng ca thi tit khc nghit Tuy nhin, gii phn tch cho rng thi tit khc nghit khng phi l nguyn nhn duy nht ng sau tnh trng gi thc phm leo thang, v cnh bo rng gi s cn tip tc tng. Gi hng tiu dng ti Trung Quc tng 1,2% ch trong 1 thng, t thng 12/2007 n thng 1/2008. Gi cc mt hng phi-thc-phm tng 1,5% so vi nm ngoi. Lm pht Trung Quc vn ang tng bt chp cc gii php cp bch ca chnh ph nhm h nhit nn kinh t, nh chnh sch khuyn khch, hay quyt nh tng li sut ln gp 6 ln ca chnh ph. Trong khi , cc nh xut khu ca Trung Quc, t nc c mnh danh l cng xng ca th gii, buc phi tng gi hng, khin bo gi lan sang c M v chu u. Gi dch v ti Trung Quc cng tng 2,6%, phn nh chi ph nhn cng nc ny ang c xu hng tng.T l lm pht 7,1% ca Trung Quc trong thng 1/2008 l mc cao nht k t thng 9/1996, khi lm pht lp ngng 7,4%.

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Cng ty li-ningNhn chung, vi nhng nh hng trc tip ca lm pht n nn kinh t a cc doanh nghip v cc tp on ln hot ng trong cc lnh vc cng nghip phi tnh n gii php ct gim ngun nhn lc v tit kim trit C.Ch s tiu dngqua cc nm

Ch s gi tiu dng (hay c vit tt l CPI, t cc ch ting Anh Consumer Price Index) l ch s tnh theo phn trm phn nh mc thay i tng i ca gi hng tiu dng theo thi gian. S d ch l thay i tng i v ch s ny ch da vo mt gi hng ha i din cho ton b hng tiu dng. y l ch tiu c s dng ph bin nht o lng mc gi v s thay i ca mc gi chnh l lm pht.Biu ch s gi tiu dng qua cc nm c th cho thy s tng gim gi v tc ng c th ln ngi tiu dng nh th no. d.Li Sut: Vic lm pht ca Trung Quc ang gia tng c th l nguyn nhn chnh khin cc nh hoch nh chnh sch quyt nh khng tng li sut trong nm nay ,bi v gi thc phm mi l ct li ca s gia tng gi c ch khng phi vn tng trng tn dng Theo d on ca cc nh kinh t hc trong 1 cuc iu tra ca Bloomberg, li sut c bn trong nm nay s gi nguyn mc 5,31%, v li sut tin gi khng i ngng 2,25%. ng NDT c th tng khong 1,4% ln mc 6,65 NDT i 1 USD.

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Cng ty li-ningTrung Quc, quc gia xut khu ln nht th gii, c th ch i cc du hiu ca s phc hi kinh t ton cu mnh m hn, trc khi quyt nh gia tng li sut t ngng li sut trong cuc khng hong. Cc nh phn tch cng ng tnh rng, 1 ng thi thay i v li sut s khng tc ng nhiu ti th trng. Bi gi lng thc mi l nguyn nhn chnh yu cho s gia tng gi c hin nay. Kt lun: S liu thng k vn hm cha nhng s tht khng th chi ci trong nhng nm nghin cu th nn kinh t l rt rng m tuy th trng tn ti nhng ri ro bt u cui nm 2007 n ht nm 2008 do cuc khng hong ti chnh th gii nhng trong tng lai vn s l th trng y tim nng

4) Mi Trng Cng Ngh:Trong mt th gii m ton cu ho ang l xu th ch o, vic cnh tranh tn ti v pht trin gia cc quc gia ni chung v gia cc doanh nghip vi nhau ni ring din ra rt gay gt. c bit trong thi i thng tin ang chi phi gn nh ton b nn thng mi th gii buc cc doanh nghip mun tn ti phi khng nh c ch ng ca mnh trn thng trng khng cn con ng no khc l phi i mi cc trang thit b ng dng tin b ca khoa hc cng ngh vo sn xut nhm em li hiu qu trong qu trnh sn xut kinh doanh. Hn bao gi ht, cng ngh hin i ang quyt nh thnh cng ca nhng sn phm ngy nay, c bit trong lnh vc th thao. a) 2 xu hng th thao: - Xu hng i mi: Ngy nay, sn phm th thao lun km theo tnh thi trang v c thm nhng c im k thut cho tng mn th thao chuyn bit. - Xu hng cng ngh cao: Ngoi nhng sn phm th thao chuyn dng, dn th thao cng mun c nhng sn phm th thao a chc nng.Theo thng k cho thy, ngi tiu dng Trung Quc rt a chung nhng sn phm giy th thao bng vi (59%), da (25,4%) v cao su hoc cht do (15,6%). Nhng sn phm vi thit k ci tin v s dng cng ngh cao, c thm nhng c im k thut nh giy biu din, thoi mi, khe mnh kt hp vi nhng thit b cng ngh cao (nh my nghe nhc mp3) cng c a chung. b) S phat trin cua internet: Trong tinh hinh internet pht trin v cuc sng ngy cng bn rn, mua sm trn mang internet la s la chon mi cua cang nhiu ngi, quy m khach hang mua sm trn mang internet Trung Quc tng ln trong khung hoang tai chinh. Thng k cho bit quy m khach hang mua sm trn mang internet t Trung Quc a tng ln 74 triu cua cui nm 2008, mc tng at xp xi 46%/nm.

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Cng ty li-ningGn 50% ngi dng internet Trung Quc ng nhp vo mng x hi ti ni lm vic, trong khi con s ny Anh ch l 1/4.V hn 25% s ngi dng web Trung Quc s dng in thoi di ng ca h truy cp vo mng x hi, so vi 19 % ca Anh v 14% ca M ( cuc kho st c thc hin bi hng thit k web Twentysix trn 900 ngi s dng truyn thng x hi ti Trung Quc, Anh v M cho hay ) N cng cho thy ngi dng web Trung Quc d dng tip nhn cc li mi cho c qung b trn mng x hi nhiu hn - 66,67% - so vi 42% ngi dng web M v 40% Anh. y l yu t quyt nh i vi hiu qu kinh doanh trc tuyn loi hnh ph bin trong thi i cng ngh. Theo nh gi ca ngi ng u Twentysix: "Truyn thng x hi pht trin t Trung Quc trong vi nm qua, hu ht nm trong tay cc nh cung cp dch v a phng. Trong khi phng Ty phi dng Facebook, Twitter, MySpace v LinkedIn, th mi trng mng Trung Quc ht sc phong ph vi cc tn tui ln ca chnh n nh Baidu, QZone, Baidu v 51; cc trang web s 1 phng Ty, nh Facebook, ch va vn lt vo top 15 Trung Quc. Hnh vi va ngi dng Trung Quc cng lm nn s khc bit ln: phn nhiu trong s nhng trang ny c doanh thu ti hng triu USD qua vic kinh doanh cc ng dng v avatar o. Qung co trc tuyn - ngun thu chnh t cc mng x hi Anh v M - cha c gn n mc . Kt lun:Vi xu hng cnh tranh khc lit ,buc cc nh sn xut th thao cn phi u t trong nghin cu v tm ra gii php thch hp pht trin hiu qu trn th trng

5) Mi Trng Vn Ho X Hi:Mi trng sng pht trin lm thay i lm thay i nhiu iu.Truyn thng ca ngi Trung Quc vn cao s dnh dm v nh gi thp n nn di mi hnh thc. Sp xp c cuc sng trong phm vi thu nhp ca mnh m khng phi vay mn l iu lun c t ln hng u. Th nhng, theo kt qu cuc kho st c cng b ti mt s thanh ph ln: 65% s ngi c hi ng h vic dng tin vay ngn hng cho cc khon tiu dng hin ti v 18% thc hin bin php ny. Ngy cng c nhiu thanh nin Trung Quc mua nhng vt xa x nh nh v xe hi bng tin vay ngn hng. Truyn thng tit kim, tch cp cho tng lai ang dn dn bin mt trong i sng x hi ca t nc ng dn nht th gii ny.Theo cc nh phn tch,xu hng vay tin tiu dng cho thy s lc quan v vin cnh nn kinh t Trung Quc v s thay i trong li sng truyn thng l thch tiu dng nhiu hn to iu kin cho cc ngnh tiu dng pht trin. Thc t ch khong 15% ngi Trung Quc trong tui t 15-35 chi mt mn th thao no (t l ny M l 50%), do ngi Trung Quc vn coi trng trc nht thnh tch hc hnh thi c v kinh doanh hn . cc thnh ph gii tr li cng t tp th thao do khng c khng gian vui chi,nu c cng ch l cc mn th thao trong nh l chnh.Tuy nhin gii tr Trung Quc l i tng c sc hp dn ln i vi cc hng hiu v ch con mt v thu nhp gia tng ng ngha vi vic nhng cng dn tr tui ca nc ny c thu

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Cng ty li-ningnhp kh dng ln hn. Mt thanh nin 20 tui ca Trung Quc sng chung vi cha m va khng mt tin thu nh, va c b m, thm ch c ng b ni ngoi, cung cp tin.Gii tr Trung quc mc th thao th hin tri trang tr,nng ng ch ko phi v yu thch th thao. Mt s gii tr thuc tng lp ngho hn th thch xi cc hng hiu r tin(hng gi). Trong khi mt phn rt ln gii tr trong tui i hc vn bt buc c mt i giy th thao trong khi i hc th dc trng. Cc mn mo him nh lt sng hay trt vn - vn l nhng mn th thao ph bin phng Ty - vn cn b cc v ph huynh Trung Quc xem l qu nguy him. Bi vy, nhng hng sn xut th thao cho cc mn ny nu c vo th trng Trung Quc th cng kh c kh nng thnh cng Nh vy , ta c th thy r nh hng t mi trng vn ho ang l 1 vn kh quan trng nh hng n s pht trin cc cng ty trong ngnh sn xut th thao trong tng lai. S tim hiu k v mi trng s em li cho cng ty nhiu li th trong vic cnh tranh so vi cc i th trong ngnh

II.

Mi trng ngnh1) nh ngha v m t ngnh:

a/ nh ngha ngnh: ngnh cng nghip sn xut thi trang th thao l sn phm ca thi hin i, p ng nhu cu ca v thi trang ca khch hng trong hot ng th thao nh qun o, giy dp, b/ M t ngnh: y l ngnh c nhp thay i mu m v cng ngh l rt nhanh, s thay i mu m v cng ngh gy ra nhng bin i ln trong ngnh. Do cc doanh nghip trong ngnh lun phi bt kp cc pht minh cng ngh, nhng xu thi trang mu m th thao xut hin. Doanh nghip no p dng cng ngh tin tin nht,v lin tc thay i mu m sn phm ca mnh trc th doanh nghip s c c hi chim lnh c th trng. c im ni tri tip theo l khch hng nm ri rc khp ni, vi mt tn sut mua va phi. Mi ngi c th ch mua mt, hay nhiu sn phm trong mt thi gian nht nh.

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Cng ty li-ningc/th trng ngnh:

Trung bnh chi tiu v th thao ca ngi dn th thao

Cng ty lc u tham gia vo cc th trng c cho l rng ln v s c mc pht trin cao bao gm :chy,bng r,bng ,th dc dng c v tennis nhng sau cng ty c tham gia vo golf v bng bn Th thao giy dp v may mc s hnh thnh hai phn khc th trng hng u ln nht. Doanh s ca hai on trong tng d kin s mt n 80% ca th trng v gi tr bn hng. Tng lp th 2 v 3 trong thnh ph s hnh thnh xu th ch o trn th trng vo nm 2008 2) Chu k ngnh: ngnh ang trong giai on ti t chc vi s tng trng mc tiu th ng thi cnh tranh gay gt vi cc i th cnh tranh

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Cng ty li-ning

3) Cc nhm trong ngnh:da vo v tr th trng , vo cc phn on sn phm ch lc , sc mnh thng hiu chng ti nhn nh cc cng ty trong nhm cnh tranh mnh m l : Nike, Adidas, Lining 4) Phn tch sc hp dn ca ngnh: Chng ti phn tch sc hp dn ca ngnh thng qua k thut phn tch m hnh 5 lc lng cnh tranh phn tch m hnh 5 lc lng cnh tranh A.Cnh tranh gia cc i th trong ngnh Ngnh thi trang th thao l ngnh c mc tp trung va phi.Nhm nhng doanh nghip cnh tranh mnh nht bao gm Nike, Adidas v Lining. C th nhn thy thng qua th phn ca cc cng ty qua cc nm nh sau: + t l tng doanh s trung bnh ca Li Ning trn 45%. Nm 2004, tng doanh s bn hng l 226,9 triu la (tng 47,2% mi nm) v li nhun rng l 16,12 triu la (tng 42% mi nm).

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Cng ty li-ning+ Nike: hng ginh c nhng thnh tu ni bt ti th trng ny. Bo co qu I, cng b trong thng 9, cho thy doanh thu ca hng ti Trung Quc tng 50%. Ban iu hnh Nike cho bit cng ty quyt khng mt v tr dn u y. +Adidas: Xp th 3 sau Nike v Lining. Doanh thu nm 2009 ca Adidas vo khong 500 triu la. Cc iu kin nhu cu: Nhu cu v sn phm trong thi k trc khng hong lun tng cao, nhng c s st gim v tc ng ca suy thoi kinh t, nhng vn l mt ngnh c m bo s c s phc hi v tng trng. c bit l s tng trng th hin r qua cc i hi th thao ln , v d nh th vn hi Olympic Bc Kinh c v nh mt ming bnh mu m i vi cc cng ty thi trang th thao trong nm 2008 .Ch tnh ring Nike, Lining v Adidas u d tnh thu c khong 1 t la trong t ny . Trong thi im gn y, doanh s v nhu cu ca ngi tiu dng c s st gim do tc ng mnh ca suy thoi kinh t, dn n doanh s gim mnh nn cnh tranh gia cc doanh nghip trong ngnh gay gt hn, v theo quy lut ca t nhin, khng thch nghi c s b o thi Do nn thc y cc doanh nghip ganh ua mnh hn bo v th phn. Ro cn ri ngnh: y l ngnh c ro cn ri ngnh kh cao v chi ph u t c s vt cht trong ngnh ln t c c hi chuyn i mc ch s dng. V th khi mt cng ty ri phai chu mt mt ch c nh rt ln. c th duy tr li th cnh tranh h lin tc u t cho R& D c th tung ra nhiu sn phm mi vi cng ngh cao, tng cng tnh nng, gim gi,gii thiu mu m mi .. => cnh tranh gia cc i th trong ngnh rt gay gt. B.e do t nhng i th nhp cuc tim tng Ngnh sn xut thi trang th thao l mt ngnh c ro cn nhp ngnh cao c to dng t cc yu t nh : s thay i lin tc v mu m v cng ngh i hi mt mc u t ln vo nghin cu ng dng cc vt liu, cng ngh mi vo cc sn phm nn gy ra khng t kh khn i vi cc cng ty mun nhp ngnh. Thm vo , suy thoi kinh t nhng nm gn y c nh hng khng h nh , chng hn nh khi Olympic Bc Kinh 2008 kt thc v cuc suy thoi ton cu bt u n ra, doanh s ca Adidas, Nike, Reebook hay Lining ti Trung Quc b gim st do c qu nhiu sn phm c cn c gii ta trc khi tung sn phm mi ra th trng Ngnh ang trong giai on ti t chc nn khi mt cng ty mun nhp cuc th phi c s chun tht k trong cng ngh v l mt kh khn ln, cu ang gim dn, tng trng thp, cc doanh nghip ang c gng gi th phn, cnh tranh trong ngnh rt cao.

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Cng ty li-ningMt kh khn na i vi cc i th tim tng l cc doanh nghip mun nhp ngnh phi xy dng c mt h thng phn phi rng khp, tn km. Trong khi cc cng ty ang hot ng trong ngnh u c li th v iu ny. Rt kh cho cc i th mun nhp cuc theo chiu dc. Hn na ,sn phm trong ngnh hoc da trn u th v cht lng, hoc da trn li th chi ph , chu k sng ca sn phm li ngn, nn i hi s thay i khng ngng. Qua nhng phn tch trn th mt cng ty mun nhp ngnh phi vt qua li th v cng ngh, li th chi ph, s trung thnh ca khch hng. => e da t i th cnh tranh tim tng trong ngnh l thp. C.Nng lc thng lng ca nh cung cp Trong ngnh ny th nng lc ca nh cung cp l khng cao lm. V ngoi cc nh cung cp cc nguyn liu th cha s ch th hu ht cc nguyn liu, thnh phn vt liu do chnh cc cng ty nghin cu pht trin ln, ch nhng sn phm ph trong ngnh nh cc chi tit nh km, ph liu mi cn phi cung cp ngoi. M nhng sn phm ny c th c cung cp t rt nhiu cc cng ty thi trang may mc khc nn hu nh nh cung cp c nng lc thng lng rt thp v khng ng k. => nng lc thng lng ca nh cung cp thp. D.Nng lc thng lng ca ngi mua i vi ngnh ny nng lc thng lng ca ngi mua cao do c tnh ca ngnh l hot ng v lnh vc thi trang th thao. ngnh ny s lng mu m, cc chui ca hng cung cp sn phm l nhiu v ph bin. Ngi mua cng c cc yu cu ring v gu thm m, li ch mong mun khi mua sn phm. => nng lc thng lng ca ngi mua cao E.Kh nng ca cc sn phm thay th Ngnh i mt vi e da t 2 loi sn phm thay th : +Sn phm thay th trc tip : Cc mt hng nhi ang c bn trn lan trn th trng. Hin nay tt c cc nh sn xut mt hng th thao thi trang u ang tin hnh r sot v chng li iu ny +Sn phm thay th gin tip: Nhng loi qun o thi trang thng thng p ng c mt s yu cu v tnh nng c bn ca hng thi trang th thao nh thoi mi , thm ht m hi..v.v Kt lun v sc hp dn ca ngnh:

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Cng ty li-ningTuy s cnh tranh trong ngnh l rt gay gt nhng ngnh nhng y l mt ngnh em li li nhun cao v l mt ngnh hp dn i vi cc cng ty trong ngnh,theo thng k cho thy nh sn xut u t c mt mc tng trng lun vt qua con s 20% qua tng nm Mt khc, do ro cn nhp cuc cao, chi ph gia nhp ngnh rt tn km, i hi nhiu yu t c th thnh cng nh mng li phn phi, c trng v khc bit ha sn phm, nn vi nhng cng ty mi hay nhng cng ty mun nhp ngnh. y khng hn l mt ngnh hp dn. 5) Nhn t then cht thnh cng cho ngnh. Thnh cng ca cc doanh nghip trong ngnh t c da trn bn nhn t chnh: thit k mu v phi mu hp dn: trong ngnh cng nghip thi trang th thao th vic thit k mu cc sn phm to s thch th cho khch hng, v cng to s tha mi khi s dng l mt yu t v cng quan trng. Chin lc xy dng hnh nh thng hiu mt cch ng n, to cho sn phm uy tn v c cng chng n nhn Chin lc qun tr knh phn phi ng nht, mnh m , phi bao qut rng ti nhiu khu vc a l 6) ng thi cnh tranh trong ngnh: i th cnh tranh chnh m cng ty lun cn phi theo di v phn tch ch yu l 2 cng ty Adidas v Nike. Vi nhng c im ca ngnh th ngnh ang giai on ti t chc. - Adidas cng b li nhun rng ca hng gim 97%, ch cn 6,7 triu USD trong qu 1 nm nay. y l qu kinh doanh gim st nht ca Adidas k t khi suy thoi kinh t bng n trn phm vi ton cu. Trong khi li nhun suy gim k lc, doanh thu ca hng ch gim 2%, xung cn 2,58 t euro, tng ng vi 3,45 t USD trong 3 thng u nm nay. - Trong nm 2008, hai hng giy khng l Adidas v Nike tuyn b chuyn cc nh my t Trung Quc sang cc nc ng Nam nh Vit Nam, Thi Lan v Malaysia do chi ph sn xut v lao ng tng ti Trung Quc. Theo Hip hi Giy chu (AFA), t thng 7/2007 n thng 06/2010, d bo t 10% n 15% cc hng sn xut giy ti Trung Quc m rng hoc chuyn sn xut sang cc nc ng Nam do chi ph sn xut giy ti Trung Quc tng t 25-30%. Nike ng ca nh my ring ca h ti Trung Quc vo thng 3/2009 v ng thi ct gim cc n hng cho cc nh my khc ti nc ny. Khi Adiadas m nh my ti n vo nm 2008, Tng Gim c Herbert Hainer cho bit t phn sn phm lm ti Trung Quc

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Cng ty li-ningca cng ty ng s gim do chi ph cao v ng nhn dn t mnh hn. Cc n hng ti Vit Nam v Indonesia ang gia tng trong nhng nm qua, ngha l cc n hng cho Trung Quc ang gim i, ng Xiang Jianghong, Gim c Trung tm R&D ca Adidas cho bit. 7) Cc lc lng dn dt s thay i: Vi ngnh thi trang th thao th lc lng dn dt nh hng mnh m nht n s thay i trong ngnh l ci tin sn phm, thay i v cng ngh. S pht trin ca khoa hc k thut ngy cng cao dn ti yu cu ca khch hng v sn phm cng cao hn. Vic ci tin sn phm gip ngnh m rng phm vi khch hng, tng mc gy khc bit v sn phm gia cc i th. Bn cnh , s ci tin v cng ngh to kh nng sn xut sn phm mi c cht lng cao vi chi ph thp. V vy, cc doanh nghip phi thng xuyn nghin cu ng dng khoa hc k thut a ra nhng sn phm c cht lng tt hn, ph hp vi th hiu ca khch hng. Vi ngnh ny th cc doanh nghip phi lun u t pht trin mu m cng nh tnh nng mi ca sn phm. K n l cc thay i v chi ph hiu qu. S cnh tranh ngy cng khc lit , bn cnh suy thoi kinh t t ra yu cu cho cc hng thi trang th thao phi tm cch ct gim chi ph. Gim gi thnh, hai yu t ny dn n s chuyn dch c cu sn xut ca cc hng ln nh Nike v Adidas trong cc s liu phn trn. S thay i trong th yu tiu dng ca ngnh c th

Cc sn phm thp s chim th trng chnh trong thi gian u.Cng vi vic cc tng mc tiu th,s c s dch chuyn mc tiu th gia cc dng sn phm

III.

C hi v e da

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Cng ty li-ning1) c hi:-Hin th trng tiu th ca Trung quc vn cn rt ln,mt lng ln th trng vn cha c khai thc ht - Kh nng p dng nhng thnh tu ca khoa hc cng ngh vo qung co, qun l v sn xut l kh cao to ra cc knh bn hng v sn phm mi

2) e do:-Nguy c cnh tranh gay gt v tham gia vo cuc chy ua cng ngh gia cc cng ty trong ngnh c th dnh c li th canh tranh trn th trng . -B chia s th phn di tc ng ca ton cu ha. -Ngy cng c nhiu khch hng c nhiu nhu cu khc nhau v nm ri rc. -Pht trin sn phm mi phi theo xu hng th hiu ca cc tng lp thanh nin v mi ngi hin nay.

PHN 3

PHN TCH BN TRONG

I. CHIN LC TON CUNm 1999, Lining xy dng k hoch a thng hiu Li Ning ra th trng quc t .Trong phng din thit k, khai thc sn phm, cng ty Li Ning mi cc chuyn gia thit k ngi Italia, Php, Hn Quc.. thit k nhng sn phm ca mnh. Ngoi ra cn thnh lp ring mt ban tp hp cc nhn ti qun l, khai thc tp trung nghin cu, thu thp ti liu th trng, a ra nhng sn phm thch hp. Thng 8 nm 1999, cng ty Li Ning ln u tin thnh lp on i biu tham gia trin lm dng c, sn phm th thao ISPO ti thnh ph Bayern Munich- c. Mc tiu ch yu ca tham d ny l tip xc vi cc doanh nghip nc ngoi, t nn mng cho vic pht trin thng hiu Li Ning ra th trng Chu u. T y, Lining bt u tp trung pht trin thng hiu ra th gii. 1. Cch thc m cng ty thm nhp th trng:

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Cng ty li-ningTi th trng M, Li ning k hp ng vi Champ Sports phn phi sn phm ca mnh ti 67 ca hng bn l ca cng ty ny M. Ti Singapore Li Ning, m mt phng trng by thm d th trng, sn xut mt dng sn phm tip cn th trng chu u. Ti th trng Chu u, Cng ty Li Ning k hp ng ti tr cho on th thao cc quc gia Php, Ty Ban Nha, Bungari, Sc, Italia.. lnh vc ti tr bao gm rt nhiu hng mc ca th thao nh bng , bng r, th dc...Cc hp ng ti tr cho cc on th thao nc ngoi l mt bc tin di trong k hoch, tin vo th trng dng c th thao quc t ca cng ty Li Ning. ng thi, Li Ning bt u chin dch m phn tm i l y quyn ti 9 nc Chu u nh Ty Ban Nha, Hi Lp, Php v ca hng chuyn bn sn phm thng hiu Li Ning u tin c m ti thnh ph Santander, Ty Ban Nha. Tip n cng ty thc hin chin lc ti nh v thng hiu cho cc sn phm Made in China trn th trng th gii. Li Ning cn to lp v iu hnh mt Trung tm sng to ton cu vi tr s bn l ca Cng ty Portland. Ti y, cc nh thit k v chuyn gia c sinh hc c Li Ning chiu d t Nike, Converse v Adidas s cng lm vic vi i ng nhn vin thit k ngi Trung Quc ca Li Ning cho ra i nhng sn phm va hin i va mang m bn sc vn ha Trung Hoa. 2. S dch chuyn quc t nhm mc ch: Tip cn c th trng th gii Khai thc chuyn gia v tip cn cng ngh mi Nng cao gi tr thng hiu Tng kh nng cnh tranh 3. Nhng sc p trong mi trng ton cu: a) Sc p gim chi ph: tng i cao Li-ning chu sc p ln v cc chi ph nh: chi ph phn phi, chi ph marketing v qun l... ng thi Li Ning ang gp phi s cnh tranh gay gt t 2 i th l Nike v Adidas trn th trng nh vic Nike, hng sn xut giy th thao hng u th gii ang m rng mng li phn phi vi gi r trn th trng ton cu. b) Sc p p ng a phng:

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Cng ty li-ningThm nhp vo nhiu th trng khc nhau ng ngha vi Hng phi i mtvi s khc bit v th hiu v nhu cu ca khch hng, c s h tng v cc yu cu ca nc s ti. Hng tiu dng Chu u lun thay i mu sc hnh dng theo tng chu k cho ph hp vi th hiu ca ngi tiu dng, c bit qun o may mc, th thao Buc cng ty phi thay i lin tc thay i v bm st nhu cu ca th trng sn xut cho ph hp Th hiu v nhu cu ca ngi tiu dng khi mua cc sn phm giy dp, qun o gn cht vi li sng v xu hng th trng. Nh ngi M cm thy d chu hn vi vic mua hng trn mng, v h mua nhiu loi hng ha nh n trang, qun o, giy dp th thao.Do vy, trc khi thit k v gii thiu sn phm mi ca Li-ning vo th trng M, cng ty cn nm bt xu hng v th hiu mi nht. V vn ln hin nay khng nhng Chu u m trn ton th gii l vic bi xch hng Trung Quc. V vy, sc p p ng a phng ang l vn ln i vi cc mt hng Trung Quc Cch thc thm nhp ca cng ty l :nhng quyn thng mi phn phi sn phm.Vi vic Cng ty Li-ning n phn tm i l u quyn ti 9 nc Chu u v phn phi sn phm ca mnh ti 67 ca hng bn l ca cng ty ny M, ng thi Cng ty h tr v nhiu mt nh: o to, tip th v nhng s h tr khc lin tc cho cc i l c u quyn cc nc. 4. L do cng ty la chn nhng quyn thng mi: M rng hot ng kinh doanh bng chnh ng vn ca ngi khc v gim chi ph cho vic thm nhp th trng, Gim thiu ri ro. To lp s hin din thng hiu Li-ning ton cu nhanh chng vi chi ph thp Tn dng ngun nhn lc Ti a ho thu nhp. V Khi nhng quyn, cc ca hng, i l c u quyn phi tr tin bn quyn thu thng hiu v tin ph c kinh doanh vi tn v h thng ca cng ty Li-ning. ng thi cc ca hng, i l phi mua sn phm, nguyn liu ca bn cng ty nh m cng ty c th ti a ho thu nhp ca mnh.

II. CHIN LC CP CNG TY 1. Tp trung haLi ning quyt nh ch tp trung vo sn xut v kinh doanh sn phm th thao.Vic tp trung ca ngnh s gip cng ty gn cht mi lin kt gia cc khu hot ng vi nhau

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Cng ty li-ningv gia tng cht lng ca sn phm . Qua c th gp phn m bo chi ph hp l v i ph c vi vic cnh tranh ngy cng tr nn khc lit . c bit trong thi gian gn y vic thay i t gi ng nhn dn t khin cho cc i th chnh ca Lining gp khng t kh khn th y l mt chin lc ng n nhm a Lining tr thnh mt i th nng k trong ngnh.

2. Hi nhpa) Hi nhp dcNgnh sn xut kinh doanh giy v thi trang th thao c cch thc chung trong hi nhp dc nh sau: Ngun cung ng nguyn vt liu th: Nguyn vt liu th ca ngnh ny bao gm nhiu loi : M cao su , si vi, da s ch . Ngun cung ng nguyn liu: n t cc cng ty sn xut cao su, vi th, v cc nguyn liu dung trong may mc ni chung, dung trong may mc hng th thao ni ring Sn xut : Giai on ny l vai tr chnh ca Lining,Sau khi sn phm c sn xut hon thnh s c vn chuyn ti cc i l. Cng ty kim sot qu trnh xut nhp thng qua cc n hng c a v t cc i l, Ti y sn phm s c bn ti tay ngi mua v l ngi tiu dung cui cng.

Ngun cung ng vt liu th

Nh cung cp nguyn vt liu

Nh sn xut (Lining)

Cc ca hng bn l Ngi tiu dng Trung tm bn s

Lining l cng ty sn xut trc tip cc mt hng th thao thi trang. V c bn khng c nh my cung cp nguyn vt liu ring v ch thng qua cc i tc cung cp nhp nguyn vt liu v. Nhng bt u t nm 2004, cng ty bt u tin hnh xy dng cc nh my cung cp nguyn vt liu s ch ring. iu ny s gip cng ty ch ng hn trong qun l u vo nguyn vt liu, qua c th gim chi ph sn xut. Lining hin ti c ba nh my ln c t trong nc ti Bc Kinh, Thng Hi, Qung Chu v ba trung tm phn phi nm ti gn khu vc sng Dng T, sng Hong

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Cng ty li-ningH v ba khu vc rng ln xung quanh th Bc Kinh. Cng cn ni thm, chi ph u t mt dy chuyn sn xut v kinh doanh mt hng thi trang th thao l rt cao v tn km, y l mt ro cn ln i vi cc cng ty mun nhp ngnh Sau khi sn phm c sn xut hon thnh s c vn chuyn ti cc i l. Cng ty kim sot qu trnh xut nhp thng qua cc n hng c a v t cc i l, v t nh mc phn phi c ra ti cng ty. Ti y sn phm s c bn ti tay ngi mua . Chin lc ca cng ty l xy dng mt h thng kim sot dy chuyn mi, bt u t nh cung cp nguyn vt liu s ch ti tay ngi tiu dung, thng qua vic lng ghp cc ngun lc , cc kha cnh cng ty c tch hp vi nhau. Lining xy dng mt h thng tiu ch nh gi nh cung cp, qua xc nh ra nhng nh cung cp c nng lc v ph hp vi cng ty, sau tin hnh thnh thit lp cc mi quan h i tc lu di v chin lc . Tip cng ty xy dng mt chun qun l sn xut t nhn cng ti c s vt cht, xy dng nn mt h thng rng khp. Ch bng cch ny, ch trong mt thi gian ngn c th hi nhp vo ngnh v thu c mt hiu qu ti a. b) Hi Nhp Ngang : Hp tc vi thng hiu Kappa. Ngy 30-6-2005. Lining k kt tha thun hp tc vi tp on BasicNet ca mua li thng hiu Kappa, y l mt thng hiu ni ting v thi trang th thao ca . Vic mua li thng hiu ny gip Lining tip cn nhanh vi phn khc thi trang th thao co cp. Bn cnh c th tn dng ti a ngun lc t Kappa em li, tp on to nn mt thng hiu con mi mang tnh cnh tranh lu di l Aigle. Mua li c phn ca Douple Happiness: Vo ngy 21-7-2008. Tp on Lining hon thnh cc th tc chuyn giao v ng k s hu 57,5 % vn ca cng ty Douple Happiness. V bt u t thi im ny tr i, Douple Happiness tr thnh cng ty con mt phn ca tp on. Douple Happiness l cng ty ch yu tp trung vo sn xut , phn phi v kinh doanh cc mt hng thi trang th thao nh qun o v dng mn bng bn, cu lng v mt s mn th thao khc . Douple Happiness c bit n nh mt thng hiu quc t cung cp cc thit b thi u bng bn cho cc s kin th thao mang tm c quc t, v gn y nht ,douple happiness cung cp ton b dng c , thit b thi u cho Olympic Bc Kinh 2008. VIc mua li c phn ca Douple Happiness gip Lining thc y v th hng u v chuyn nghip trong vic sn xut v kinh doanh thit b , dng c v cc mt hng qun o dnh cho mn bng bn , h tr cho chin lc a thng hiu ca tp on. Bn cnh cn tn dng c h thng phn phi, hnh nh thng hiu mnh do Douple Happiness em li.

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Cng ty li-ningGiy php hp tc vi cng ty Lotto Ngy 31-7-2008. Lining t c mt tha thun hp tc vi thng hiu Lotto . Theo tha thun ny th tp on s s hu thng hiu Lotto trong vng 20 nm lien quan ti tip th, sn xut, phn phi v bn hng. Bn cnh tp on s s hu mt phn ti sn ca Lotto, thng tin chi tit v tha thun ny nm trong thng t c ban hnh vo ngy 1908- 08. Lotto l mt thng hiu th thao ni ting ca vi i ng thit k ngi y kinh nghim tp trung vo lnh vc tennis v bng . Tha thun ny ha hn s cng c thm chin lc a thng hiu ca tp on, cng nh nhanh chng em li s tng trng vt bc cho tp on trong ngnh thi trang th thao ti Trung Quc. Mt tim nng khc l thng qua tha thun ln ny, cng ty c th tng cng nng lc phn phi cng nh gim chi ph sn xut. Thng qua cc thng v st nhp, hp tc v mua li ca tp on Lining gip cng ty tng gia tng ngun lc, quy m ca cng ty . Tn dng c li th a dng sn phm, nht l nhng sn phm c ch ng trn th trng quc t.

III. CHIN LC KINH DOANHCng ty thc hin chin lc to s khc bit thng qua vic tng cng thng hiu ct li l Li-Ning t c tng trng bn vng,cng ty cn thc hin thm nhp su th trng hn na bng vic pht trin a thng hiu ca mnh,mi thng hiu s nh vo cc phn khc th trng khc nhau .Cc thng hiu khc thuc danh mc thng hiu ca Tp on hin c Aigle, Z-DO, Double Happiness v Lotto. Cc thng hiu ny c nhn din da vo nh v , sn phm, v phn khc th trng nhm n

nh v

Nhn hiu chnh

Danh mc sn phm ( tng thit k) Phn khc th trng

Phong cch th thao chuyn nghip ( tp trung cho nm mn th thao) Ton quc (nhm ch yu thnh ph

Nhn hiu thi trang ngoi tri cao cp Phong cch ngoi tri t nhin

Nhn hiu ph Phong cch th thao truyn thng

Nhn hiu bng bn hng u Trang thit b bng bn

Nhn hiu thi trang Tp trung vo qun vt v bng

cc thnh ph (Tng lp cao cp )

Cc knh siu th nhm n th

Sn vn ng th thao, siu th, v cc ca

Tng lp cao cp ( ch yu cc thnh

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Cng ty li-ningv cch phn phi tng lp 2 v 3) trng bnh dn hng thit b th thao ( cc vn ng vin chuyn nghip) ph )

C th chin lc vi mi thng hiu con: Z-DO Vo thng T nm 2007, Tp on chnh thc gii thiu Z-DO l mt thng hiu cng ty con ca Li-Ning, tn dng cc siu th l knh bn hng ca mnh. S pht trin ca thng hiu Z-DO khng ch t mt m hnh bn hng mi v thit lp mng li bn hng mi, m cn thc y Tp on cung cp hiu qu cc ngun lc dy chuyn t c cc nn kinh t tt hn v quy m. Trong b sung cho cc thng hiu LINING, s pht trin tng lai ca thng hiu Z-DO s tp trung pht trin mt danh mc sn phm c ph hp cho cc knh siu th v thc hin mt m hnh hot ng tng cng hiu qu vic cung cp sn phm cho cc knh siu th.Sn phm l cc thi trang th thao truyn thng nhm n phn khc th trng bnh dn AIGLE Cc thng hiu Aigle chuyn th thao cao cp ngoi tri bao gm may mc n gin,t nhin nhng phong cch v cc sn phm giy dp. Tng lai pht trin kinh doanh ca thng hiu Aigle s tp trung vo nng cao nhn thc thng hiu, iu chnh danh mc sn phm v gi c cng nh a phng ha dy chuyn cung cp nng cao hiu qu ca hng v bn hng. Phn khc m thng hiu ny nhm n l phn khc DOUBLE HAPPINESS Vo ngy 21 thng by nm 2008, Tp on hon thnh vic mua li mt li ch cng bng 57,5% trong Double Happiness tr thnh mt nc hon ton khng phi cng ty con ca Cng ty. Double Happiness v cc cng ty con ca n l ch yu tham gia vo vic nghin cu, sn xut v pht trin, tip th v bn hng ca bng bn, cu lng, trang thit b th thao khc. thng hiu ca n bao gm cc thng hiu Hnh phc i l ni ting nht th gii cho cc sn phm cht lng cao bng bn ca mnh. Ti Th vn hi Bc Kinh, Double Happiness cung cp thit b cho bng bn, cu lng v c t gii u cng nh trang phc cc i th cnh tranh cho cc vn ng vin, trong thu ht c s cng nhn cao t cc vn ng vin v y ban Olympic Quc t. Cc hot ng ni bt ca vn ng vin bng bn v cu lng quc gia c ti tr bi Double Happiness trong Th vn hi Bc Kinh v cc cuc thi quc t khc, cng tng cng thng tin thng hiu. Trong tng lai,

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Cng ty li-ningthng hiu Li-Ning v cc thng hiu Double Happiness s c hng li t s phi hp xc tin thng hiu, tip th, ti tr s kin v m rng cc knh bn hng Cng ty tin rng c thng hiu Double Happiness trong danh mc thng hiu ca Tp on cho php ca Tp on tng cng v th ca mnh ti th trng Trung Quc pht trin mnh bng bn. N s cn tip tc qung b hnh nh chuyn nghip ca cc thng hiu Li-Ning v h tr chin lc a thng hiu ca Tp on. Cng ty cn tin rng, vi s ph bin ca th thao trong nh ti Trung Quc, vi nhiu cu th hng u t tiu chun quc t, th thao trong nh s tr thnh mt mn th thao mang tnh biu tng cho Tp on. Tp on s tch cc tm kim c hi hp tc vi cc thng hiu th thao trong nh tng tc thm nhp ca mnh trong lnh vc ny thm mt chiu hng mi pht trin tng lai ca tp on LOTTO Cc nhn hiu Lotto l mt thng hiu ni ting th thao , thng hiu c c danh ting ca mnh t thit k cng nh ngun lc tip th th thao ng cp th gii tp trung vo bng v tennis. Cng vi chin lc a thng hiu ca Tp on,cng ty xt thy s hp tc ny cp php di hn s tng cng cung cp cc sn phm ca cng ty v v th th trng trong lnh vc thi trang th thao ang pht trin nhanh ti Trung Quc. Ngoi ra, cng ty tin rng s hp tc cp giy php s c li cho tp on bng cch gim chi ph hot ng ca mnh v tng cng nng lc thng lng trong cc knh phn phi hng ho th thao Kt lun : s a dng ca cc dng sn phm em li cho cng ty c th p ng y cc nhu cu ca khch hng em li cho cng ty mt th trng rng ln,khng nhng th cng ty cn c th tn dng c ti a cc ngun lc ca mnh nh phn phi,marketing,..

IV. CHIN LC CHC NNG1) Xc tin thng hiu v marketingTrong nm 2008, ca Tp on tip th v qung b thng hiu dn u thng hiu Li-Ning n mt cp mi. Vic thc hin cc chin lc tip th tch hp cho Th vn hi Bc Kinh l mt thnh cng tuyt vi v v cng tng cng s kt ni gia cc thng hiu Li-Ning v ngi tiu dng , trong khi cc sn phm cng ty ti tr cho cc i tuyn quc gia khc nhau trong th Vn hi cng thu ht c s cng nhn cao v chuyn nghip. Trong vi nm qua, c bit nm 2008, kh nng tip th tch hp ca Tp on c ci thin ng k, to thnh mt phng php tip th da trn s tch hp th trng, sn phm v bn l ni chung. Kh nng tip th tch hp ca Tp on c phn nh y trong cc chin dch tip th thnh cng cho nhn hiu Li-Ning trong thi gian Olympic Bc Kinh. Trong nm, cc thng hiu Li-Ning nm ly c hi dnh ca Th vn hi Bc Kinh v t c kt qu tt thng qua xc tin cc chin lc tip th tch hp xoay quanh Th

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Cng ty li-ningvn hi Bc Kinh. iu ny dn n khng ch nhng ng gp cho doanh thu nhng quan trng hn gi tr ca thng hiu c tng cng ng k. Cc hot ng tip th tch hp lin quan n Th vn hi Bc Kinh c nh du di y: Bn i tuyn quc gia Trung Quc c ti tr bi thng hiu Li-Ning, c th l Th dc, ln, bng bn v bn sng, t c 27 trong 51 huy chng vng c trao cho on Olympic Trung Quc ti Olympic Bc Kinh. Tt c bn i c ti tr t su thnh cng tuyt vi , thng hiu Li-Ning v cc sn phm ca n c truyn b cao, t c cc mc tiu tip th thnh cng Trn mt trn quc t, Tp on ti tr cho i bng r nam Ty Ban Nha v Argentina i bng r nam ca cc i ny ginh huy chng bc v huy chng ng, tng ng trong Th vn hi Bc Kinh. i bng r n Argentina, i bng bn M, on Olympic Thy in v Olympic Ty Ban Nha c trang b trang phc th thao Li-Ning khi xut hin ti Olympic Bc Kinh v cc s kin ln khc nhau, minh ha s cng nhn cao ca thng hiu Li-Ning v cc sn phm ca mnh bng cc i th thao quc t Tp on c mt lch s lu di ca s hp tc vi CCTV v tip tc hp tc vi CCTV knh th thao trong nm. Tt c cc chng trnh Th vn hi Olympic Bc Kinh thng bo u s xut hin trang phc mang nhn hiu Li-Ning. iu ny gip tng nhn thc ca thng hiu Li-Ning trong s cc khn gi ton cu Nhm to iu kin cho nhng ngi am m mn th thao tri nghim nhng tinh thn Olympic,cc chng trnh , Heros Assembly LI-NING China Tour 2008 c a ra ti Bc Kinh thng ba nm 2008.,"Li-Ning Hero Vans" trong ton quc trong sut nm. Cc tour du lch bao gm 70 thnh ph, trong 138 ngy thu ht hn 150.000 ngi tham gia, trong kch thch nim am m ca ngi tiu dng v tng cng thng tin thng hiu ng k; Ch tip th th vn hi ca Tp on "Hero" biu th c tnh chin lc v tm nhn ca Tp on nh l mt thng hiu th thao hng u Trung Quc. Vic thc hin nhanh chng v hiu qu ca mt lot cc chin lc khuyn mi theo ch "Hero", bao gm c qung co, tip th internet, quan h cng chng, cc hot ng xc tin thu ht s ch rt ln ca ngi tiu dng. Tp on c a ra mt s gii thng ni ting .Nh th Tp on l cng ty duy nht ginh chin thng trong "Gii thng Marketing thng nin nm 2008" ca khu vc Chu Thi Bnh Dng do tp ch Media Group Thng t nm 2008, Tp on pht ng chng trnh khuyn mi Olympic Bc Kinh nhm mc tiu cc trung tm mua sm ln ti Trung Quc. Chng trnh bao gm ba chin dch chnh, c th l, " Heroes Geared to Win" (cc s kin cho ra mt cc th thao Olympic c ti tr bi nhn hiu Li-Ning) a ra trong trc khi n Olympic Bc Kinh, " Heroes on Parade" (cc s kin c v cho Olympic Bc Kinh) t chc trong sut Th vn hi Olympic Bc Kinh, v "Return of Heroes" (s kin cho n s tr li ca nh v ch Olympic Bc Kinh) t chc sau khi kt thc Olympic Bc Kinh. Chng trnh c t chc ti

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Cng ty li-ning30 trung tm mua sm ln bao gm 25 thnh ph trn c nc trn mt con ng tri di hn 10.000 km vi s tham gia ca 16 Nh v ch Olympic Bc Kinh. iu ny tng cng lin kt ca Tp on vi cc trung tm mua sm ln trong nc v tng cng thm mt hnh nh thng hiu Trong nm, Tp on tip tc u t cc ngun lc tip th th thao ng k tng cng thc hin chin lc tip th tch hp ca n vi mt ci nhn lm ni bt s khc bit thng hiu v tng cng thng tin v cc thng hiu ca Li-ning Trong bng r, Tp on k hp ng vi Baron Davis trong thng mi mt nm 2008, mt ngi s qung co cho cng ty Los Angeles Clippers trong i All-Star NBA. iu ny lm tng s ngi sao NBA m Tp on k hp ng l n bn, sau khi k quan h i tc vi Shaquille O'Neal, Damon Jones v Chuck Hayes. N nh du mt bc tin ln trong lnh vc quc t ca Tp on v s tham gia vi lnh vc bng r chuyn nghip Trong tennis, l mt i tc chnh thc ca Hip hi Qun vt chuyn nghip (ATP) Trung Quc. Tp on lun cao v pht trin trong lnh vc qun vt cng vi ATP bng cch khai thc li th a phng. Trong nm, Tp on pht ng mt chng trnh khuyn mi trong Tennis Masters Cup Thng Hi, "Li-Ning - ATP FEEL IT", to ra mt khi nim qun vt th k mi vi sc mnh, nim am m, tc v i u gay gt Trong th dc dng c n, trong thng 7 nm 2008, Tp on thng bo hp tc vi Beijings Nirvana Yoga. Thc y tnh chuyn nghip ca Nirvana Yoga trong ngnh cng nghip th dc ca ph n v v tr hng u ca thng hiu Li-Ning trong lnh vc th thao Trung Quc, chng ti s tip tc pht trin cc sn phm th dc n chuyn nghip ca mt cp mi Trong th thao trong nh, Badminton World Federation Super Series LI-NING China Open 2008 c t chc thnh cng ti Thng Hi vo thng 11 nm 2008. Trong thng , vn ng vin Wang Chen,ngi c ti tr bi Tp on, ginh chc v ch Hong Kong ca Series Tp on tch cc truyn b th thao thng qua h tr cng ng nh ti tr v t chc cc s kin khc nhau nhm vo nhng ngi am m th thao v thanh nin.Bao gm Hip hi Bng r i hc Trung Quc (Cuba), mt trong ba hip hi bng r hng u Trung Quc, Lin on bng bi hc Trung Quc (CUFL) v cc s kin bng r trng trung hc ti c s trn ton quc. Nhng hot ng tip th v xc tin, mc tiu chnh ca Tp on nh vo nhm ngi tiu dng hin ti v tim nng s dng cc sn phm th thao, c mt tc ng su rng tch cc vo vic xy dng thng hiu v pht trin lu di ca Tp on. Trong nm, thng hiu Li-Ning c t tn l "Thng hiu c yu thch nht nm 2008 trong s sinh vin i hc" trong cuc bu c phi hp t chc bi China Business v mt s phng tin truyn thng khc. Cc thng hiu Li-Ning c trao tng danh hiu ny trong ba nm lin tip

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Cng ty li-ningTrong thng mi nm 2008, Tp on k kt vo nh l mt i tc kim cng, xp hng cao nht cho quan h i tc Hong Kong 2009East Asian Games s c t chc vo thng Mi Hai nm 2009. Tp on cng s l nh ti tr duy nht ca s kin th thao qun o. Tp on tin rng iu ny s nng cao nhn thc v thng hiu ca thng hiu Li-Ning ti Hng Kng v tip tc m rng s hin din ca quc t Tp on thng bo vic k hp ng vi Yan Zi, mt trong hai nh v ch trong cp i n vn ng vin trn t chung kt ca nm 2006 Australian Tennis Open v 2006 Wimbledon Tennis Open v ot huy chng trong trn chung kt nh i trong Olympic Bc Kinh 2008 . Tp on cng k hp ng vi Elena Isinbayeva, mt ngi vn ng vin ngi Nga, trong Th vn hi ot huy chng vng hai ln v l ngi tng ba ln ot gii ca International Association of Athletics Associations World Athlete v 26 ln gi k lc th gii . Tt c nhng ti tr rt giu cho cc ngun lc tip th th thao nng caonhn bit thng hiu Li-Ning 2) Thit k sn phm, Nghin cu v Pht trin Ci tin ca Tp on trong thit k sn phm c nhng ng gp to ln vo tng trng doanh s bn hng trong nm. Tp on cng a ra cc sn phm th h th nm, trong gii thiu mt phong cch ni bt tuyt th thao chuyn nghip v cc yu t phng ng L thng hiu th thao hng u ca Trung Quc, Tp on lun lun phn u c ng u nghin cu sn phm v pht trin. Trong khi lin tc pht trin dng sn phm mi, Tp on ch trng mnh n b rng v chiu su ca thit k sn phm, nghin cu v pht trin. Tp on ny thit k, nghin cu v cc trung tm pht trin Trung Quc, Hng Kng v Portland, Oregon Hoa K, mi i nhn vin thit k u chuyn nghip. Tp on cng tip tc lm vic vi cc t chc uy tn v gio dc v cc c quan chuyn nghip trong vic nghin cu v pht trin. Trong nm, Tp on hp tc vi Michelin cho s pht trin ca cc sn phm giy dp th thao. iu ny lin quan n vic ng dng cng ngh lin quan n lp xe Michelin vo cc giy th thao ca thng hiu Li-Ning, cung cp cho ngi tiu dng giy th thao vi lc ko v bn ln hn Trong thng mi mt nm 2008, trung tm Nghin cu v pht trin ca Li Ning chnh thc bt u hot ng. Trung tm ny c tng din tch sn khong 1.000 mt vung v c trang b cc thit b tin tin khc nhau p ng cc tiu chun quc t cao nht. N cng c ba phng th nghim m tp trung vo c kh th thao, giy c hc , nghin cu hnh dng chn v hnh dng giy. y trung tm nghin cu v pht trin ch trng mnh m vo cc lnh vc nh nghin cu khoa hc th thao, th nghim sn phm, nghin cu v pht trin cng ngh ct li v nng cao tnh nng sn phm. Vic hon thnh trung tm s

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Cng ty li-ningmang li bc t ph v quan trng trong nghin cu v pht trin cho sn phm mang nhn hiu Li-Ning v s ng gp vo s i mi cng ngh ca Trung Quc cc sn phm th thao. Tp on p dng cng ngh ct li c cp bng sng ch ca mnh vi cc sn phm giy dp, "Li-Ning BOW" cng ngh chng sc,. Kh nng chng sc p ng cc tiu chun cao ca cc sn phm tng t trn th trng v cc chc nng tng th l ngang hng vi thng hiu quc t khc. Ngoi ra, mt s giy bng r mang nhn hiu Li-Ning c cp nhiu gii thng trong nc v quc t t cc cuc thi c cng nhn, bao gm iF China Industrial Design Award v " China Innovative Design Red Star Award. N cng c t tn l " sn phm Thit k thnh cng nht" trong tp ch Fortune. Nhng gii thng ny chng minh s ci tin ln v cht lng thit k tng th ca sn phm mang nhn hiu Li Ning Trong lnh vc may mc, Tp on phi hp vi cc nh cung cp vt liu ct li ca n pht trin cng ngh SMART AT kh m by gi c p dng rng ri, c bit l vi cc vt liu chc nng v cc sn phm. Cng ngh ny c m thng minh v kh nng hp th nhanh kh nh kh m hi nhanh chng gim nhit v dnh gi cho c th kh ro v thoi mi. Vi c 2 c tnh nh v thong gi, cc sn phm ca dng AT kh SMART c bi ti tr ca Tp on c mc bi th sinh d thi Olympic, gip h t c trnh din xut sc trong thi gian tham gia Olympic Bc Kinh. Tp on kt hp cng ngh tin tin vi cc yu t phng ng vo thit k thi trang ca n, bao gm c cc giy bng r "Banpo" pha trn vi ngha vn ha c, nhng b ng phc i ng ca Trung Quc bn i tuyn quc gia vi yu t c in ca Trung Quc vn ha "rng", v "Li-Ning BOW" lot giy chy xut pht t s tuyt vi ca kin trc cu c in Trung Quc, Zhaozhou Bridge. Thit k c o phng ng c th hin trong lot sn phm khc nhau. Trong nm 2008, Tp on tin hnh mt cuc kho st lnh mnh thng hiu vi mt t chc nghin cu chuyn nghip v thng hiu Li-Ning t c kt qu kh quan trong cc lnh vc ca "thng hiu th thao chuyn nghip", "hp thi trang", "c th i din cho Trung Quc" v "vn ha phng ng

3) Qun l phn phiTrong sut c nm, Tp on tip tc m rng mng li phn phi , c bit cc thnh ph th hai v lp th ba, trong cho thy tim nng tng trng ln nht ca Trung Quc. Tnh n cui nm 2008, c 6.245 Li-Ning thng hiu ca hng bn l Trung Quc tng rng 1.012 cc ca hng trong nm, bao gm: khong 146 nh phn phi iu hnh tng cng 5.935 ca hng nhng quyn thng mi bn l theo thng hiu Li- Ning trn ton Trung Quc; v tng cng 310 trc tip qun l ca hng bn l theo thng hiu Li-Ning ti Bc Kinh, Thng Hi v 16 tnh Trung Quc..Chi ph phn phi ca Tp on

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Cng ty li-ningln ti 1, 883.206.000 nhn dn t (nm 2007: 1, 221619000 nhn dn t), chim 28,1% tng doanh thu (2007: 28,1%) Trong nm 2008, Tp on thc hin cc bin php sau m rng v qun l cc knh bn hng cho thng hiu li-Ning: Tip tc m rng vng ph sng knh bn hng ca mnh, c bit l cc thnh ph th hai v lp th ba m c tim nng tng trng ln nht. S lng cc ca hng cc thnh ph th hai v lp th ba chim 76,2% tng s ca hng v 80,6% tng s ca hng mi trong nm Tng cng kh nng bn l v nng cao cht lng dch v nng cao hiu qu . Trong nm, t l hiu qu v tng trng ca cc ca hng bn l trong tt c cc tng th trng t c kt qu tt Ch ng xc nh a im thch hp thnh lp cc ca hng hng u, c bit l cc thnh ph ng cai Th vn hi Bc Kinh. iu ny lm tng hiu qu nh hng n th trng ca thng hiu Li-Ning v tng doanh s bn hng. Vo thng Ging nm 2008, ca hng thng ln nht hiu Li-Ning bt u hot ng trn ng ng Nam Kinh khu vc mua sm bn rn nht ca Thng Hi. ca hng ny chim nm tng vi tng din tch sn khong 3.500 mt vung v c thit k xung quanh ch "cng ngh, th thao v nng ng". Tnh n cui nm 2008, chn ca hng hng u thng hiu Li-Ning c thnh lp Tip tc thc hin nng cp lu kho v tung ra th h th nm cc sn phm. thit k ca ca hng to ra mt tuyt phong cch, trong khi lm ni bt th thao chuyn nghip v cc yu t phng ng a ra nhng tnh cch thng hiu, nim tin v tinh thn ct li ca thng hiu Li-Ning, v cung cp cho ngi tiu dng vi cc mn th thao tt hn v kinh nghim mua sm. Sn phm thng hiu Li-Ning c bn thng qua mt h thng phn phi rng ri v kh nng m rng mng li bn l, bao gm tt c cc tnh, thnh ph ca Trung Quc

4) Qun l chui cung ngTrong nm 2008, Tp on thc hin cc bin php qun l chui cung cp sau kch hot ng ph hiu qu v kp thi thay i trn th trng: Bn quy m hi ch ln bn hng ca thng hiu Li-Ning v nm hi ch bn hng ca thng hiu Aigle v Z-DO c t chc cho cc nh phn phi Qun l quy hoch ti u ha chui cung ng , n lc iu chnh u ra da trn nhu cu, v mua hng da trn kt qu u ra gim mc kim k v thi hn lu kho gi cc n v

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Cng ty li-ningTi u ha h thng mua sm v qun l chi ph, thnh lp trung tm mua sm, tch hp cung cp vt liu bn, tng hiu qu v gimchi ph mua Hu cn thng qua mt m hnh m c th phc v cho cc nhu cu v tnh cht khc nhau ca hng ha bn l v tch hp cc ngun lc hu cn nng cao hiu qu, gim chi ph v rt ngn thi gian lu kho v vn chuyn. Ngoi ra, Tp on ang trong qu trnh mi mt s nh cung cp chnh thit lp cc c s sn xut cng nghip Jingmen City, H Bc nhm m bo cung cp thch ng vi nhu cu ca th trng mt cch kp thi thng qua chui phn phi ca n trong khi gim nh p lc t tng chi ph. Tp on cng c k hoch thnh lp mt trung tm logistics ti thnh ph, s l mt gii php hu cn, tp hp sn xut v phn phi Thng qua nhng n lc khng ngng tng cng qun l chui cung cp, t l doanh thu tin mt ca chng ti c ci thin rt nhiu. chui cung cp ca chng ti dn dn chuyn t th ng mt n ch hot ng vi s nhn mnh c bit v s tng cng tnh linh hot sn xut i ph vi s khng chc chn. Vi nhiu thch thc pha trc, tp on lin tc ci thin v iu chnh vic qun l chui cung ng ph hp vi mi trng lun thay i trong kinh doanh hng bn l. Chui cung ng lin tc tinh ch v qun l hng tn kho hiu qu hn chng minh thnh cng ca Tp onsau khi mc tng trng cao doanh s bn hng. Vic kim k trung bnh chu k doanh thu c rt ngn cn 61 ngy, k t 70 ngy vo nm 2007. iu ny cho thy cc ci tin lin tc tng doanh thu ti chnh ca Tp on Thc hin kim sot tn dng tt v ci thin vic qun l cc khon phi thu, kt qu l rt ngn thi gian ca chu k kinh doanh thu trung bnh cc khon phi thu n 48 ngy, k t 53 ngy trong nm 2007 Trong nm, tip tc gia tng trong chi ph lao ng v nguyn liu t ra nhng thch thc kim sot chi ph sn xut. Bng vic p dng hng ti tng lai bin php qun l chi ph, Tp on c th duy tr kh nng cnh tranh chi ph v li nhun gp, m thnh cng gim nh p lc ca lao ng tng cao, nguyn liu v chi ph lin quan khc thng qua nhng ci tin trong nhiu lnh vc, bao gm c hiu qu iu hnh ni b, ca nng cao quy m v quy hoch chui cung ng Trong tng lai, Tp on s tip tc tng cng chui cung cp ca n n c th thch ng vi nhng thay i trong th trng nhanh chng. N s thc hin cc bc cu hnh li cc c s sn xut v lu lng hu cn tip tc sp xp hp l chui cung ng m c th phc v tt hn cho sn xut ca Tp on

5) Qun l ngun nhn lc:Quan im Tp on coi ti nng nhn vin nh l mt ti sn quan trng v c ch trng c bit trong vic thu cc, nui dng, khuyn khch v gi nhn vin. Trong nm, nhng n lc ln c thc hin trong vic tuyn dng nhn vin, o to v pht

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Cng ty li-ningtrin.Tp on cng ch trng s tinh t trong c cu t chc cung cp ,h tr mnh m cho nn tng tng trng bn vng v nhanh chng ca Tp on. Tnh n 31 thng 12 2008, Tp on c 4.001 nhn vin (nm 2007: 2.904). iu ny bao gm vic b sung 940 nhn vin t vic mua li Double Happiness Tp on ny thng qua mt h thng hiu sut chnh thm nh nhn vin da trn s lng cc ch s, bng cch lin kt cc mc tiu chin lc ca mnh v nh lng thng qua nhiu lp n mc c nhn. lng c nhn c chia thnh tin lng c nh v mc lng thng da trn n hiu sut ca cng ty, cc mc tiu phng ban v h thng gi tr.Cng ty khen thngcho cc c nhn t thnh t xut sc nhm thc y nhn vin am m v sng to trong cng vic ca h v sp xp sao cho cc mc tiu c nhn lun nm sau cc mc tiu chin lc ca Tp on. Ngoi mc lng c bn, ngi lao ng vi hiu sut xut sc s c khen thng bng tin mt, c phiu b gii hn, cc chuyn du lch, hoc kt hp trong s ny. iu ny thc y ngi lao ng tip tc gn quyn li ca mnh vi Cng ty. Cng ty cng gim st cht ch cc xu hng lng trn th trng v kt hp ca nhng mc lng ca mnh m bo kh nng cnh tranh th trng. Ngoi ra, Tp on nhng n lc cung cp mt mi trng lm vic tt vi mt lot cc c hi o to v pht huy. Tt c nhng n lc phi hp cho php ca Tp on thu ht v ng vin ti nng

6) Qun tr h thng:Tp on thnh lp mt tr ct kinh doanh ct li da trn SAP qun tr cc ngun lc doanh nghip, tch hp qun l ti chnh, qun l bn hng, qun l chui cung ng, h tr quyt nh v cc chc nng qun l dch v, mt ng dng v hp nht thng tin h tr nhau cng pht trin kinh doanh Trong giai on tip theo,tp on s tip tc qun l v hon thin h thng thng tin ca mnh. qun l chu k cuc sng sn phm, qun l h thng hp ng chui cung cp, qun l h thng th h bn l mi (POS) v a h da trn SOA tch hp Kt lun :cc chin lc chc nng ny m bo cho cng ty duy tr v to cc li th so vi cc i th hin ti ca cng ty

V. THNH TU V TNH HNH TI CHNH SAU CHNG NG 5

NM.Nhng thnh tu : Nm 2009 sau khi tng doanh s ca cng ty Li Ning t 8,38 t nhn dn t. vt qua c doanh s ca hng dng c th thao ni ting Adidas ti th trng Trung Quc, Lining mt ln na c mt k hoch pht trin thng hiu ra th gii. Theo k hoch: t nm 20092013 l giai on chun b v t nm 2014 tr i s l thi gian thng hiu Li Ning s c quc t ha mt cch ton din. Gim c iu hnh ca cng ty Li Ning Trng Tr Dng

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Cng ty li-ningpht biu: Hin ti, cng ty Li Ning ng trong top 5 cng ty sn xut dng c th thao ca th gii. Cng ty chng ti ang chim c 20% trn tng th th phn kinh doanh quc t. Th trng Trung Quc l mt th trng rt tim nng ca tng lai. Mc tiu chng ti phi ng th nht ti th trng ny ng thi cng khng qun cng vic quc t ha thng hiu. Khonh khc thp ngn uc ca Th vn hi Bc Kinh 2008, t nht c 4 t ngi thng qua tivi bit c Lining. T bo "Wall Street Journal" v y l mn qung co min ph thnh cng nht trong lch s cc Th vn hi. Cc iu tra th trng cng cho thy rng, hn 45% ngi tiu dng Trung Quc ng nhn cng ty Li Ning l n v ti tr cho Th vn hi Bc Kinh 2008. Chuyn gia thuc vin nghin cu ca ngn hng Credit Suisse cng cng b bo co vo ngy 27/02/2010 v d bo Li Ning s nm trong nhm 27 thng hiu v i ca tng lai. 1.Doanh thu v cc ch s ti chnh

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Cng ty li-ning

Doanh thu tng 60,3% t 3,0608 t usd Li nhun trc li sut, khu hao, thu v khu hao (EBITDA) tng 65,5% t 495.3 triu Li nhun cha phn phi tng 68,3% ln 333.7 triu Li c bn trn mi c phiu tng 67,8% t 32.24 cent/c phiu Chia c tc tng 67,2% S lng cc ca hng bn l t 6.393, tng 717 ca hng (trong 5.853 l s ca hng ca thng hiu Li-Ning, tng 620 ca hng)

2.Doanh thu theo a l2008 Lu RMB'000 % tng s doanh thu trng doanh thu(%) Li-Ning thng hiu 2007 RMB'000 % tng s doanh thu Tc tng

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Cng ty li-ningTh trng Trung Quc ng khu vc Bc khu vc Khu vc pha Nam Th trng quc t Cc sn phm khc * Th trng Trung Quc Tng s Ghi ch: 1. Khu vc pha ng bao gm Thng Hi, Chit Giang, Giang T, An Huy, H Bc, H Nam, Giang Ty v Sn ng. 2. Khu vc pha Bc gm Bc Kinh, Thim Ty, Tn Cng, Cam Tc, Thanh Hi, Ninh H, H Bc, H Nam, Thin Tn, Sn Ty, Ni Mng, Liu Ninh, Ct Lm v Hc Long Giang. 3. Khu vc pha Nam bao gm Qung ng, Qung Ty, Phc Kin, Hi Nam, T Xuyn, Trng Khnh, Qu Chu, Vn Nam v Ty Tng. Nh ta thy cc khu vc u tng trng 3.Cc thng s ti chnh Mc tiu kinh doanh ca Tp on cho nm 2008 l tip tc tng cng s pht trin ph hp v nhanh chng khi skinh doanh di thng hiu ct li Li-Ning, trong khi xy dng mt cu trc hot ng a thng hiu da trn thng hiu li ny. t c tng trng mt cch n nh Mi trng kinh t v m c chng minh l phc tp trong nm 2008. Nhu cu tng, c bit l sn lng bn ra s tng k lc trong s kin Olympic Bc Kinh 2008.Nhng mt khc, cc tp on kinh doanh trong ngnh u s i mt vi cc bin s mi trng nh ch s gi tiu dung, lm pht .v.v. 58.347 3.060.768 1,9 100,0 34.261 1.909.431 1,8 100,0 70,3 60,3 1 2 3 3 1.191.725 1.246.381 531.464 2.851 38,9 40,7 17,4 1,1 745.790 708.828 399.724 20.828 39,1 37,1 20,9 1,1 59,8 75,8 33,0 57,7

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Cng ty li-ning

Cu trc li nhun cho thy cng ty lin tc pht trin 3.Cu trc thu nhp A.Phn tch v doanh thu ca knh bn hng

Su thng kt thc ngy 30 thng 62008 2007 Tc % tng s trng % tng s tng

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Cng ty li-ningRMB'000 doanh thu RMB'000 doanh thu doanh thu

Li-Ning thng hiu Giy dp Trang phc Ph Tng s 1,385,329 1,448,690 168,402 3,002,421 45.3 47.3 5.5 98.1 761,569 993,643 119,958 1,875,170 39.9 52.0 6.3 98.2 81.9 45.8 40.4 60.1

Cc sn phm khc Giy dp Trang phc Ph Tng s Nhn chung Giy dp Trang phc Ph Tng s 1,404,302 1,486,048 170,418 3,060,768 45.9 48.5 5.6 100.0 773,536 1,014,264 121,631 1,909,431 40.5 53.1 6.4 100.0 81.5 46.5 40.1 60.3 18,973 37,358 2,016 58,347 0.6 1.2 0.1 1.9 11,967 20,621 1,673 34,261 0.6 1.1 0.1 1.8 58.5 81.2 20.5 70.3

L thng hiu ct li ca Tp on, thng hiu Lining to ra RMB3, 002421 t Usd doanh thu . tng60,1% so vi cng k nm ngoi, v ng gp 98,1% vo tng doanh thu ca tp on.Trong sn phm giy dp ca thng hiu Lining tng 81,9% so vi cng k nm ngoi, cc sn phm may mc v ph kin tng ln lt l 45,8% v40,4%, tng ng. S gia tng mnh trong doanh thu ch yu do Hiu qu trong kinh doanh v tip th

Page 42

Cng ty li-ningPhi hp cng n lc tng doanh s bn hng v mc tng trng ca hng trn tt c cc phn khc th trng, Lin tc m rng knh bn hng, c bit cc thnh ph loi hai v loi ba ti Trung Quc ,ang c tim nng tng trng ln nht Ci thin sn phm qua nghin cu v pht trin sn phm cho tng phn on th trng khc nhau v theo tng s thch ca ngi tiu dng, Xy dng mt chui cung ng hiu qu t khu sn xut ti khu bn hng cui cng, to thnh mt dy chuyn ng nht v hiu qu thng hiu Z-DO ca Tp on v thng hiu Aigle to ra doanh thu tng cng RMB58, 347.000, chim 1,9% tng doanh thu. 4.Phn tch cu trc chi ph v ngun vn A.Chi ph bn hng v li nhun gp Trong su thng u nm 2008 ( ngy kt thc ngy 30 Thng Su 2008), chi ph bn hng ca Tp on ln ti RMB1, 578.574.000 (nm 2007: RMB978, 998.000).Tng li nhun bin ca tp on l 48,4% (2007: 48,7%). Trong thi gian, trong bi cnh ch s gi tiu dung ang tng v c s tng cng cnh tranh gia cc cng ty trong ngnh vi nhau, Tp on duy tr mc li nhun gp ca mnh bng cch thc hin kim sot tt chi ph v thc hin mt chin lc gi c thch hp gia tng nng lc cnh tranh ca cc thng hiu ca mnh. B.Chi ph phn phi v chi ph hnh chnh Trong 2 qu u tin ca nm 2008, chi ph phn phi ca tp on ln ti RMB 898, 410.000 (nm 2007: RMB546, 128.000), chim 29,4% tng doanh thu ca Tp on v tng 0,8 % so vi 28,6% cng k tng ng nm ngoi. Trong thi gian ny, Tp on tng cng n lc xc tin xy dng thng hiu v m rng knh bn hng,kt qu lm gia tng chi ph qung co, chi ph m rng ca hng. vv. . Trong giao thng vn ti,cng tc hu cn th chi ph tip tc tng cng vi vic tng trng kinh doanh v ng thi cng do gi c th trng tng cao. Chi ph hnh chnh ca Tp on trong su thng u nm ln ti RMB191, 257.000 (nm 2007: RMB148, 159.000). Lng cho cc gim c v nhn vin v chi ph qun l ch yu bao gm chi ph qun l chi ph t vn, nghin cu v pht trin chi , tin thu vn phng, , khu hao v hao ph ti sn , v cc chi ph lt vt khc. Bn cnh tp on ang gia tng u t vo ngun nhn lc v dch v t vn qun l nhm phc v cho vic m rng kinh doanh ang din ra. Tng chi ph hnh chnh chim 6,2% tng doanh thu ca Tp on, nhng vn gim 1,6 % so vi mc 7,8% trong cng thi k nm ngoi. iu ny ch yu l kt qu thu c ca vic qun l hiu qu chi ph trong hu ht cc khu.

Page 43

Cng ty li-ning5.Ngun ti chnh chnh sch thanh khon Trong su thng u nm 2008, dng tin rng ca Tp on t cc hot ng iu hnh ln ti RMB574, 986.000 (nm 2007: RMB149, 389.000). Ti ngy 30-6-2008, tin mt v tng ng tin (ngha l, tin gi ngn hng v tin mt trong tay, v c nhtin gi c k hn ban u khng qu ba thng) ln ti RMB1, 429323000, tng rng ca RMB579, 436.000 so vi thi im cui nm 2007. S gia tng ny l do :

Tp on lun theo ui mt chnh sch qun l ngn qu thn trng v c tnh thanh khon cao vi c s tin gi ngn hng d phng i ph vi cc din bin ca hot ng kinh doanh din ra hng ngy v nhu cu vn d kin trong tng lai. Tnh n ngy 30 thng 6 2008,dng tin c sn ca Tp on c sn ln ti RMB100, 000.000 v s tin vay ngn hng cha thanh ton c l RMB575, 840.000. T l cc khon vay ngn hng cha thanh ton cho ch s hu vn c phn vn ch s hu 'l 30,3% (31 thng 12 nm 2007: 5,7%).

VI. Cu trc cng ty v cch thc kim sot ni b:

Page 44

Cng ty li-ningCu trc cng ty:

H thng kim sot ni b Da trn nhng kinh nghim trong vic kim sot hot ng trong nhng nm qua, Cng ty sp xp tt c cc th tc hnh chnh, v xc nh nhng ri ro ln v kim sot xy dng cc bin php cn thit gim bt nhng ri ro , vic a ra mt h thng tch hp kim sot ni b.. H thng c thit k t c hiu qu v hiu qu hot ng, tng cng tin cy ca bo co ti chnh ni b v bn ngoi, v tun th vi php lut v quy nh. Trong nm, Tp on tip tc ci thin h thng kim sot ni b ca mnh nhm cung cp kim sot hiu qu v h tr mnh m, c th hin nhng kha cnh sau y: 1) Tip tc vo a hot ng bnh thng ca c cu t chc kim sot ni b c thnh lp trn c s khung COSO kim sot ni b c m t nh sau: Cng ty thnh lp mt c cu t trn xung di trong t chc, qun l r rng trch nhim v quyn cho cc mc ch kim sot ni b, bao gm ba cp m c trch nhim gim st cui cng, trch nhim v thc hin tng ng: Hi ng qun tr c trch nhim cui cng v quan trong qun l kim sot ni b. y ban Kim ton chu trch nhim gim st vic thnh lp v hot ng ca h thng kim sot ni b qun l, gim st quy trnh kim sot ni b ca Tp on v t vn cho Hi ng qun tr v hiu qu ca chng. S b nh gi v hiu qu ca kim sot ni b c thc hin bi Cc Kim ton ni b m bo co trc tip cho y ban Kim ton

Page 45

Cng ty li-ningMc thc hin bao gm mt nhm ra quyt nh ( l mt i ng iu hnh do Tng Gim c v cc Gim c ti chnh chu trch nhim qun l kim sot hng ngy ni b), mt c quan phi hp (c th l, cc i kim sot ni b, m l trch nhim h tr vic lp k hoch v thnh lp h thng kim sot ni b ca Tp on, phi hp xc tin v thc hin cc c cu kim sot ni b trong cc h thng khc nhau, v t chc kim tra v hiu qu ca kim sot ni b v nh gi ri ro) v mc hot ng ( l cc n v chu trch nhim thc hin kim sot ni b, bao gm cc b phn khc nhau hot ng v chc nng v cc phng ban c trch nhim vi vic tng cng, thnh lp v hiu qu ca h thng kim sot ni b) Cc i kim sot ni b thng xuyn triu tp cuc hp kim sot cng vic ni b v bo co vi y ban Kim ton t nht hai ln mt nm so vi k hoch ca Tp on cng tc kim sot ni b v tin b cho vic gim st v hng dn ca y ban Kim ton v cc Ban 2)Vic qun l chin lc hiu qu ,cc thng tin vn hnh qun l v h thng qun l ti chnh v k ton h tr gim st thc hin v thc hin cc chin lc kinh doanh. Kp thi bo co hot ng v ti chnh thng xuyn c gi n v xem xt bi cc qun l cp cao, Hi ng hoc y ban ca n c ch nh. iu ny cho php h theo di v kim sot tnh hnh chng li cc hot ng hng nm c thnh lp v mc tiu ti chnh v xem xt hnh ng cn thit cng nh m bo hnh ng nh vy c thc hin kp thi khc phc nhng hng ng k hoc nhng im yu 3) Kim sot ni b hin ang bao gm cc khu vc bao gm cc th tc qun l i vi doanh s bn hng v cc khon phi thu thng mi, mua sm v thng mi phi tr, hng tn kho, vn, bo co ti chnh, thu, v ngun nhn lc, quyn s hu tr tu, xut khu, Ti sn c nh. Cc kim sot ni b bng tay c cp nht t nht mt nm mt ln, ty thuc vo nhu cu cho nhng thay i kinh doanh v tinh t v th tc, nng cao hn na v theo di hiu qu ca h thng kim sot ni b trn c s tip tc. Vi s phi hp ca kim sot ni b i, 276 th tc kim sot chi tit v kim sot ni b bng tay c sa i do cc ban ngnh lin quan trong nm 2009, vi cc th tc c sa i thc hin trong nm 4) Thnh lp nh gi hiu qu hng nm t v c ch nh gi trong khun kh kim sot ni b, vi kt qu t yu cu v t c cc mc tiu sau y: kim tra tnh hp l ca cc c ch kim sot ni b hin ti, nh gi ri ro kim sot, cung cp mt cch khc phc bt k thiu kim sot ni b mt cch kp thi v hiu qu nhc nh qun l cp cao v nhn vin cc v tr trng im lun xem xt, nh gi v cng c vic thc hin kim sot ni b v lnh vc tng ng ca h v nhim v gip y ban Kim ton v Hi ng trong vic nh gi hiu qu ca h thng kim sot ni b ca Tp on

Page 46

Cng ty li-ning5) nh gi c lp cc ri ro lin quan v kim sot ni b v hot ng quan trng v cc chc nng ti chnh v tun th c thc hin bi cc kim ton ni b S. cc vn quan trng, nu c, cng vi cc khuyn ngh ci tin, c bo co chi tit cho y ban Kim ton hoc Hi ng

VII.

im mnh im yu:

1) im yu: Mt thng hiu cha mnh , ch mnh trong nc cha c tm th gii 2) im mnh: H thng phn phi rng khp trn ton trung quc C ngun lc ti chnh vng vng C i ng nhn vin gii v chuyn mn ln kinh nghim S hu nhiu bng sng ch ca cng ngh

a. LI TH CNH TRANHA.to ra s p ng khch hng vt tri thng qua Mng li bn hng rng ln: Tp on pht trin mt mng li phn phi v phm vi bn l rng ln Trung Quc bao gm cc ca hng nhng quyn thng mi bn l c iu hnh bi cc nh phn phi cng nh cc ca hng chi s qun l trc tip ca Tp on. Cc ca hng nhng quyn thng mi v ca hng bn l lan rng v a l ti Trung Quc, bao gm tt c cc tnh v cc th trc thuc chnh quyn trung ng. Kh nng tip cn d dng cc sn phm ca Tp on ti nhiu a im thun tin phc v bn l xy dng lng trung thnh thng hiu v gia tng xm nhp trong s ngi tiu dng Trung Quc.y m iu m cha cng ty no trong ngnh thc hin c Xc nh r th trng v cung cp sn phm ph hp Tp on tin rng sn phm thng hiu Li-Ningkhc bit vi cc i th cnh tranh ca n bng cch cung cp sn phm cht lng v thng hiu quc t vi gi di thng hiu quc t Chng ti cung cp mt lot cc sn phm th thao, trong c chuyn ngnh gii tr, th thao v cc sn phm golf. Mt s hng ho th thao chuyn ngnh ca chng ti c thit k p ng nhu cu ca cc vn ng vin chuyn nghip. Ton din cc dch v sn phm ca chng ti phc v cho nhm ngi tiu dng khc nhau .Khng nhng th Tp

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Cng ty li-ningon cn cn y mnh vic nghin cu v pht trin cho cc sn phm ca mnh nhm to ra cc sn phm cht lng cao p ng tt cc nhu cu ca khch hng Cc chin dch marketing mnh m th hin ng cp thng hiu Tp on tin rng tip th v khuyn mi l rt quan trng cho s thnh cng trong ngnh cng nghip hng th thao. Cch thm nhp u ca Tp on vo ngnh cng nghip hng th thao ca Trung Quc bo m mi quan h ca chng ti lu di vi cng ng th thao Trung Quc bng cch ti tr v cc i th thao ln, cc s kin th thao, vn ng vin ch cht Trung Quc cho php chng ti to nim tin cng chng v nim am m i vi sn phm ca Tp on, V t c ngha v tc ng ca qung co, trong nhng nm qua, tp on ti tr cho on Trung Quc Trong nhiu nm lin tham gia cc k th thao. Hn na, Tp onl mt nh ti tr thng xuyn ca cc ln ca i th thao quc gia, bao gm c bng bn ng i, Bi li, th dc dng c v bn sng. Tp on tin rng ti tr cao cho cc s kin v cc vn ng vin th thao , c bit l s kin th thao nh Th vn hi, s tip tc tng cng ch ng v lng trung thnh ca khch hng ti Trung Quc B.Ngun gc ca li th cnh tranh bn vng Ngun lc: 1.Ngun lc hu hnh Ngun lc ti chnh: t khi nim yt trn th trng Hng Kng nm 2004 ,Tp on huy ng c khong 67,9 triu la cho vic m rng quy m v pht trin cc chin lc ca mnh. Khng nhng th cng ty lin tc pht trin thu v li nhun khng l cho mnh.c th v ngun lc s c cp k trong phn tch bo co ti chnh Ngun lc vt cht: bao gm hn c 6.245 ca hng bn l c phn phi khp c nc ,iu ny cho thy Kh nng tip cn d dng cc sn phm ca Tp on ti nhiu a im thun tin phc v bn l xy dng lng trung thnh thng hiu v gia tng xm nhp trong s ngi tiu dng Trung Quc. Cng ty cn s hu 3 nh my cung cp nguyn vt liu s ch ring. iu ny s gip cng ty ch ng hn trong qun l u vo nguyn vt liu, qua c th gim chi ph sn xut S hu mt cng ty con l Douple Happiness chuyn v sn xut , phn phi v kinh doanh cc mt hng thi trang th thao nh qun o v dng mn bng bn, cu lng. Ngun lc k thut : cng ty hin ang nm gi bng pht minh sng ch , "Li-Ning BOW" v cng ngh chng sc. S hp tc ca cc cng ty vi cc i tc cung cp v vi Michelin gip cng ty c thm nhiu k thut trong ch to

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Cng ty li-ning2.Ngun lc v hnh Nhn s : i ng thit k cht lng rt cao c cng ty chiu d t cc hng giy ni ting nh Nike ,Adidas,v cc chuyn gia trong nc nhiu kinh nghim trong vic qun l phn phi, ti chnh,marketing.. to cho cng ty th ng vng vng trong th trng so vi cc i th cnh tranh Ngun danh ting: danh ting ca cng ty c xy dng nhiu nm to nn thng hiu mnh trn th trng,cng ty lun bit u t cho cc chin lc marketing tch hp nng cao thng hiu nh gi cc ngun lc : ng gi Him D bt chc Khng th thay th nh gi theo quan im ca i th Kt cc so vi i th Hm thc hin

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Cng ty li-ningVy theo nhm nh gi th nng lc ct li to li th cnh tranh l :ngun lc vt cht,ngun lc k thut,ngun danh ting

II. Phn tch li cc chin lc da trn cc nng lc ct li v

cc ngun lc kh nngnh gi chung v cc chin lc : Cc chin lc ca cng ty t cp cng ty, cp n v chc nng u c tnh logic vi nhau : chng phi hp vi nhau mt cch kh cht ch gp phn em li nhiu thnh cng cho cng ty. Cc chin lc ny u da vo cc nng lc thc hin mc tiu chung ca cng ty.Nh ta c th thy c : Chin lc chc nng

Mua li cc n v sn xut, trc tip m cc ca hng

Cc chc nng phn phi,R&D,marketing,qun l

Mua li thng hiu Double Happiness Chin lc cp cng ty K hp ng vi lotto Chin lc cp n v khin doanh

Ta c th nhn thy:chin lc cp cng ty l vic mua li cc thng hiu duouble happiness tng cng cc dng sn phm h tr nh vo cc th trng khc nhau h tr cho cc chin lc cp n v kinh doanh, tng cng vic m rng cc ca hng v mua li cc n v sn xut h tr cho cc chin lc chc nng . Tt c iu ny mun thc hin c th phi da vo ngun lc ti chnh vng mnh v ngun nhn lc vng vng c tm nhn chin lc v cc nh qun tr y kinh nghim c th qun l mt h thng da t sn xut n bn v phn phi Vi cc chin lc chc nng bao gm cc ht ng tng cng cc kh nng marketing,R&D , m rng cc knh phn phi h cho vic tng cng thng hiu , to cc sn phm mi, d phn phi cho cc dng sn phm trong chin lc cp n v kinh doanh . Mun thc hin iu ny th phi cn ngun vn mnh,ngun lc vt cht vi h thng phn phi rng ln, h thng nhn lc cht lng c th c thc cc chc nng nghin cu , qun l trong phn phi ,s vng mnh ca thng hiu hng u

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Cng ty li-ningKt lun :cc chin lc ny thc thi rt hp l ,c tnh thng nht chung trong vic a cng ty pht trin .Cc chin lc ny u da vo ngun lc cho d l nng lc ct li hay khng u c tn dng mt cch trit duy tr vic pht trin v to cc li th cnh tranh

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