The Strategy Research Of Local Brand Internationalization

Along with the development of economic globalization, the world is becoming more and more reflected in the brand internationalization, market internationalization trend.In this situation, China’s sports enterprises have begun to promote their own brand internationalization process. But during long time China brands are at disadvantage in the world, the road of sports brand internationalization is a long way to go. As the earliest established national sports brand, Li Ning has started brand internationalization for more than ten years. There are some existed problems in Li Ning Co., which need to improve.In this paper, we study the process of brand internationalization by reading relevant literature and the case of Li Ning Co. Through the analysis of internal and external opportunities and challenges, Li Ning’s own problems and advantages, and compares the international brands such as Nike’s brand strategy, points out the success of the Li Ning brand international strategy and the need to improve.First of all, the connotation of the brand, brand internationalization and the significance of the relevant concepts, such as a combination of PEST analysis of the Li Ning Co brand internationalization environment analysis. The analysis shows that the external environment is favorable to the development of the Li Ning brand. Then focus on the analysis of the international development of the Li Ning brand, and the current situation of the development of the Li Ning brand in the world, such as North America, Europe, Southeast Asia and other markets. After the analysis of the strategy of Li Ning brand internationalization, summed up the Li Ning brand is worth learning from the domestic counterparts of several successful experience. Including the internationalization of resources, marketing channels, focus on product innovation,internationalization of human resources and advertising internationalization. Finally,analyze the reason of current problems such as unclear brand positioning, lack in sports sponsorship, and propose several solutions. In the view of different districts and markets of the world, raise several suggestions to Li Ning further carry out brand internationalization.