Research On The Internationalizationstrategy Of Chinese Famous Sportsgoods Brands

Although Chinese sporting goods brands have developed the abroad market for more than ten years,most of them are still in the stage of international expansion,have not yet been able to reach the stage of comprehensive international operation.How to improve the level of international operation and improve the competitiveness in the international market is an urgent problem need to be solved.Based on the evaluation theory of the brand internationalization,this paper constructs a cobweb model analysis framework to analyze the internationalization of Chinese sporting goods brands.This paper chooses four Chinese typical sports brands,including Anta,Li Ning,Peak and Erke,and analyzes from eight indictors through the cobweb model from the aspects of international sales channel,international image,sales scale,international organization structure,internationalization implementation,the international talent strategy,brand value and output.These indictors analyze on the multi-dimensional coordinate system.Through the analysis of the cobweb model and the study of the degree of internationalization,it finds out the Chinese sports brands have some problems in the product capabilities,brand positioning,the marketing strategies,and international talents etc..Finally,according the existing problems,the paper proposes to make use of the products strategy to enhance the competitiveness,trademark strategy to promote the brand internationalization,channel strategy to develop the markets,cultural strategy to rich the brand connotation,advertising strategy to improve the brand international image.And provide strategic guidance for Chinese sports brands internationalization.