关键词: &ldquo, 李宁&rdquo, ；品牌全球化；中国元素；产品设计

Abstract: The big challenge that Chinese multinationals face is how to build a global brand when they have already expanded their business on a global scale. For the enterprises, it is an important brand strategy to give consideration to Chinese and Western cultural differences and to blend the values and elements of the two cultures to build the global orientation of Chinese brands. With theoretical and practical analyses, this thesis elaborates on the important strategy of Chinese leading companies, that is, embedding Chinese cultural elements in the product design. This strategy has been successfully applied by Li-Ning since 1999. Chinese leading companies can learn more from Li’s practice in enhancing their value-added brand image in the world.