The Relationship Between Internationalization Degree And Performance Of Sports Goods Enterprises In China

Economic globalization is the most significant feature of the 21 st century.Most scholars believe that globalization is an irreversible trend.With the continuous development of economic globalization today,as China’s "going out" strategy is proposed,more and more companies in China have either actively or passively joined the wave of internationalization and embarked on the path of international development.The sporting goods industry is a sunrise industry.Compared with western countries,Chinese sporting goods companies started late,and the corresponding marketing management system is not yet mature.With China’s successful accession to the WTO and successful hosted the Beijing Olympics,Chinese sporting goods industry has taken advantage of the trend and gradually expanded the domestic market.The potential of Chinese consumer market is huge.The only way for Western sporting goods companies to expand internationally is the Chinese market.The large-scale expansion of Chinese sporting goods companies in the domestic market is restricted,and international development is urgently needed to expand the market scale.This paper analyzes the development of the sporting goods industry at the present stage and the internationalization of sporting goods companies,and selects Lining Sporting Goods Co.Ltd.as a typical case to sort out the process of internationalization.Considering the availability and accuracy of the data,finally chose the ANTA,Lining,Pathfinder and Pou Sheng international 4sports goods companies in 2009-2019 data as the research sample,using factor analysis to calculate the comprehensive performance of sample companies,and then build the internationalization and performance model,explore the relationship between the degree of internationalization and performance of Chinese sporting goods companies.Through a series of empirical studies,it is found that Chinese sporting goods companies are in the initial stage of internationalization,and the degree of internationalization is generally low.At the same time,there is an inverted U-shaped relationship between the degree of internationalization and performance level at this stage.At the same time,based on the research conclusions,this paper provides some suggestions on the internationalization of Chinese sporting goods companies,and provides thinking for the internationalization development of Chinese sporting goods companies,and providing decision-making reference for Chinese sporting goods companies to improve and correctly grasp the relationship between internationalization degree and business performance.