Research On International Marketing Strategies Of Adidas

With the change and development of global politics and economy,economic globalization has become the main trend of development,which makes the relationship between countries closer,the characteristics of international division of labor become more and more prominent,products flow across national boundaries,and the integrated world economic system gradually takes shape.Economic globalization also makes the competition between countries and enterprises more intense.The implementation of a country’s economic policy may affect other countries’ economies,even the global economic pattern.The international marketing environment of sports industry has also undergone significant changes.Multinational enterprises have become the most dynamic main body in the global economy.Chinese sports goods enterprises must gradually realize the transformation and formulate the Blue Sea strategy to enter the international market.There are obvious differences between international marketing and domestic marketing.The formulation and implementation of international marketing strategy of Chinese sports enterprises must adapt to these differences.In the international market,there are various competition modes among enterprises,ranging from price competition,scale competition,strategic competition,quality competition,service competition to brand competition.In recent years,China’s economic downturn,domestic demand is seriously inadequate,and trade conflicts frequently occur in the international market.This situation requires Chinese sporting goods enterprises to learn and study how to formulate international marketing strategies,such as Adidas,in order to achieve a substantial and stable development of enterprises.This paper includes the following parts.The first part states the background and significance of the topic,summarizes the current research situation,research ideas and research methods at home and abroad;the second part is the theoretical basis,systematically collates the relevant theories of the paper,and provides a theoretical basis for the whole paper;the third part analyses the current marketing situation of Adidas and its international market;The fourth part elaborates the positive effects and shortcomings of Adidas’ international marketing strategy;The fifth part,on the basis of fully discussing Adidas’ international marketing strategy,puts forward several suggestions for thedevelopment of China’s sports goods enterprises according to their strengths and weaknesses.This paper closely combines the actual development of Chinese sporting goods enterprises and the internal and external environment,hoping to bring new enlightenment on the international marketing strategy for Chinese sporting goods enterprises through the case study of Adidas.