Study On The Development Of Internationalization Of Self-owned Sports Brand

Brand creation and maintenance is a critical factor for the development of enterprises,directly related to the cultivating of core competence and the development of the firm’s strategies. Under the background of economy globalization and integration, the world economy has featured on internationalization of capital, brand and market. Hence,implementing brand internationalization strategy is a crucial for china’s native firms to develop overseas markets and improve brand awareness, and the sporting goods companies are no exception. Since China’s reform and opening up, some well-known international brands(Adidas, Nike, etc.) are quickly entering and seizing the Chinese sports market, and also bringing great pressure to the native sports brands. Led by Anta, some domestic brands are trying to survive in the cracks and development. With concurrent challenges and opportunities, China’s sports enterprises should implement brand’s international strategy bravely, to raise the international awareness of the product and increase international market share.Based on the review of the theories of brand and internationalization, we take Anta Co.as an example, and use empirical research method to analyze the factors of ANTA brand internationalization and countermeasures in the implementation process. Specific research ideas are as follows: First, we analyze the external environment, industry environment and current state of brand internationalization which Anta company faced, we obtain some key factors which affect the implementing of sports brand internationalization, and establish relevant research model and present the assumptions. Then, we carry on the survey of business managers, suppliers, commercial partners, the general staff and relevant professional and industry insiders. We analyze the key factors that influence the implementation of ANTA brand international(the international of human resources,technology, distribution channels and marketing communication), analysis of the degree ofinfluence by different factors on the international brand’s reputation and visibility. Finally,we analyze the regulatory effects on international brand by the founder, company size and corporate history.Results of the study showed that: the international of human resources, technology,distribution channels and marketing communications have significant impact on the ANTA brand international visibility and reputation. Besides the effect of enterprise size on the reputation is not obvious, enterprise size, founder and company’s life has moderated effect on the brand’s international visibility and reputation. The analysis of the results show that the company size’s effect on regulating brand’s international visibility is greater than the role of founder and company life, and the founder and company life’s effect on regulating brand’s international reputation is stronger than company size. Finally, base on the results of the empirical analysis, we analyzes concrete measures and proposals of the implementation of Anta brand’s international from the four aspects of the international of human resources,technology, distribution channels and marketing communication.