Exploring The Brand Internationalization Of Chinese Sportswear Under The Global Value Chain

Since 1994,China has been the world's largest producer and exporter of textile clothing,but and at the same time is not yet the world famous brand,in 2016,Interbrand ranked in global top100 best brand clothing brand without clothing enterprise of China,the separation between the quality and the quantity affect the sustainable development of the Chinese clothing industry.The internationalization of clothing brands contributes to the promotion of the Chinese apparel industry in the global value chain,promoting industrial upgrading and improving the voice of industry development.Most of the literature on brand internationalization research is based on the brand's value and brand strategy;There is a small amount of literature on the governance aspect of the value chain to study the internationalization of the upgrade path,from the original OEM to the ODM to OBM;Few literatures from the vertical separation and the governance of global value chain to study the two angles,based on this background,the article from two aspects of vertical separation and governance for a study of brand internationalization,this paper involves the vertical separation is to use value chain with high added value of research and development design,advertising,etc,governance through the questionnaire survey from independent brands to enter the international market changes in governance patterns before and after the impact on the brand internationalization;For brand internationalization of specific indicators was presented by choosing Sullivan foreign assets accounted for the proportion of total assets(FATA),overseas subsidiaries accounted for the proportion of all subsidiaries(the OSTS)to represent the two index;At the same time,this paper analyzes the development of the global value chain under the global value chain,which is of great theoretical and practical significance.Firstly,this paper on the global value chain and brand internationalization of relevant literature,analysis of the existing research status,finding the research Angle of view of the article,that is,from two points of view: vertical separation and governance research and analysis,then,the paper analysis from the Angle of vertical separation of research and development design,advertising,factors such as economic environment for the influence of brand internationalization,and proposes the corresponding assumptions,based on the research and development,from 2009 to 2015 AD and international data co-integration analysis and regression analysis,empirically the influence of vertical separation for brand internationalization,in addition,from the perspective of governance to explore internationalization,using questionnaire to explore sportswear brand enterprise governance model for the influence of brand internationalization,anta,for example,at the same time the instance analysis of vertical separation and influence the general mechanism of governance model for brand internationalization,conclusions and Suggestions were given.Based on the above analysis the following conclusions: one is the use of the cobweb model analysis to the research and development of our country current is only capable of supporting the level of the enterprise operation;From the vertical separation through research and development design measurement method is helpful to the improvement of foreign assets accounted for the proportion of total assets,and on the analysis of the research and development design for overseas subsidiary accounts for the proportion of all subsidiary effect,it found that failed to pass the test of significance,shows that research and development design can improve the company's total assets and the increase of the overseas assets can bring to the company,so that the increase of the proportion of foreign assets,but for the expansion of the enterprises in the international market area but had no significant effect,the internationalization of the brand produce hinder factors;3 it is to join in the research of this paper advertising impact on enterprise internationalization,the traditional idea that advertising can also improve enterprise international competitiveness and influence,but in the empirical research,it found that advertising for foreign assets accounted for the proportion of total assets accounted for the proportion of all subsidiaries and overseas subsidiary by significance test,the influence of the traditional experience biased;Four is carried by the development level of domestic to foreign assets accounted for the proportion of total assets accounted for the proportion of all subsidiaries and overseas subsidiary produce positive influence;Part five is the governance by the form of questionnaire to investigate enterprises independent brand internationalization mode of governance changes before and after,it is concluded that enterprises are initially capture mode of governance,after will accumulate some experience in the process of foundry,increase investment in research and development,etc,begin from capture to relational governance mode and market-oriented transformation,this process makes the enterprise get more power and profit,promote enterprise assets investment and increase in number of foreign subsidiaries at home and abroad,thus draws the governance mode will change the conclusion of a positive impact on brand internationalization.In addition,in the specific case of found enterprise when carries on the vertical separation or governance is not invariable,with the internationalization of enterprise level change,on the vertical separation,the enterprise will initially embedded value chain,by means of contract after accumulated certain experience and then to "climb" upstream of chain,this paper studies the antaenterprises adopt the way of OEM embedded value chain,then improve their research and development design and the use of advertising to promote their own influence and governance anta by combined use of one or several governance mode,from the original contract to adopt vertical governance model,the other steps in order to keep up with international brand innovation,anta learning by means of agent international brand experience,thus to promote the internationalization of the brand.Based on the above conclusions,this paper finally puts forward four pieces of advice to promote the internationalization of the brand,one is continuing to increase investment in research and development design at the same time pay attention to the establishment of overseas subsidiaries,to raise public awareness of the overseas market and the share,2 it is in terms of advertising,we will continue to increase advertising investment in general,but also pay attention to increase advertising investment in overseas markets,and increase the effective advertising propaganda,three is to establish a good organizational structure in order to better cope with the change of economic environment,four is to speed up the management mode from the capture model to relational and market-oriented governance model,from the bottom of the value chain link to link up with high added value.