摘要：当今世界，市场竞争越来越来激烈，传统的商品竞争已经进入到品牌竞争阶段，品牌战略管理也为越来越多的公司所重视，实施有效的品牌战略管理已经成为决定企业竞争成败的关键与核心问题之一。李宁公司作为我国本土比较具有代表性的体育运动品牌公司，从创立至今就注重本身的品牌战略管理，对公司品牌不断进行更新和重塑。本文以李宁公司为例，分析李宁公司的发展现状以及竞争环境，重点分析了其在发展过程如何不断更新自己的品牌，规划品牌形象和内涵及于此相关的重塑过程。在此基础上，针对该公司在进行品牌重塑的过程中出现的种种问题提出了进行有效品牌定位、控制品牌实施过程、进行品牌监督等对策。
关键词：品牌定位；品牌实施；品牌重塑
Abstract：Contemporarily, the competitiveness in market is increasingly fierce. As a result, traditional commodity competition has entered the stage of brand competition, and an increasing number of enterprises begin to attach importance on strategic management of brand. To implement effective strategic management of brand has become one of the core issues to decide the success or failure of competition among enterprises. As a representative company with a sports brand in China, Lining Company Limited has put emphasis on its strategic management of brand from the day of founding and constantly renew and remodel its brand. This assay takes Lining Company Limited as an example, analyzing its current development and competitive environment. The focus is put on the analysis of how Lining Company Limited continually renewed its brand, how it programmed the image and connotation of its brand, and the relevant process of remodeling. Based on that, according to various kinds of problems arising in the process of brand remodeling of Lining Company Limited, the corresponding countermeasures like conducting effective brand position, controlling the process of brand implementing, developing brand supervision, etc are raised.
Key words: brand positioning; brand implementation; brand remodeling
李宁公司在经历了奥运年的大增长之后渐渐显现出疲态，同时中国体育用品市场竞争越来越激烈，中国消费者的品牌意识逐渐增强，在这样的状况和之前的市场调研的基础上，李宁公司开始了品牌重塑计划。李宁公司在新的一轮的品牌重塑过程中由于时机选择不对，从品牌定位到品牌实施的整个过程中都有一定的局限性，所以到目前为止看来，这次的品牌重塑并没有给公司带来新的生机，而是陷入了一个新的漩涡之中，因此对这些情况本文提出了自己的一些观点，进行全新的品牌定位，公司内部监督，实施，外部资源的支持等各个方面改善品牌重塑的过程和效果。本文在研究过程中的资料收集并不怎么完备，对于公司具体的实施情况分析的不够，所以在未来的工作中进行更加深入的分析。品牌价值还没有为更多的中国企业熟知，或者是对品牌价值有了一定的认识，但是在具体的塑造品牌的过程中有太多的问题，没有经验和先进的技术，在未来这方面的研究应该会更深入一点。
