Research On Aigo Brand Internationalization Of Marketing Strategy Based On Sports Marketing

The advancement of economic globalization directly brings aboutinternational market to national enterprise. And different market has differentcharacteristics. For a domestic enterprise not only to be innovative but also needthe ability of planning internationalized marketing strategy to becominginternational.In the local electronics consumer field, China flag group acquired higherapproval with Aigo brand. Although the company on a smaller scale, and ashorter history compared with international business groups, it has been concernon the international market and even access to the international market for years.For China flag group which always adhere to the independent research andpromotion for self-created product to be successful in the international market,international marketing strategy appears especially important. And through outthe analysis of large foreign multinational company’s successful marketingstrategies is not difficult to find that sports marketing being widely adopted.In this paper we first introduce sports marketing and the internationalizationof enterprise, combining the market environment of Aigo with internationalizationtheory, explaining that Aigo is entering international market inevitability;Secondly, basic on the characteristics of Aigo, combing the characteristics ofsports marketing experience theoretically with the experience of the enterpriseswhich is successful in sports marketing such as Samsung, Coca-Cola, Lenovo todemonstrate that sports marketing is playing an important role in enteringinternational market for Aigo; And then, basic on the analysis for Aigo’s patternof internationalization currently, explaining that the current internationalizationpattern of Aigo is mainly direct sales of products, such patterning brandrecognition is a challenge for Aigo, explaining that the successful marketingstrategies for Aigo’s internationalization is having significance; Finally, combingthe sports marketing characteristics and the Aigo characteristics, we put forwardthe Aigo’s sports marketing strategy and then give the basic process of its sportsmarketing with some measures.