Analysis of Brand Internationalization Strategy

Yongjian Zong, Yuting Zhang
2020 Proceedings of the 2020 International Conference on Management, Economy and Law (ICMEL 2020)   unpublished
This paper will take Li Ning Company as the research object, based on the analysis of the current situation and existing problems of international management of Chinese sporting goods industry brand, and use SWOT analysis method to systematically analyze the advantages, disadvantages, opportunities and threats of Li Ning brand, and draw the conclusion that the future development space of sports goods industry is huge, and it is necessary to become a competitive international product We need to
more » ... alance the domestic and foreign markets. It also puts forward some suggestions, such as the localization of the brand, the integration of the brand in China, and the localization of the brand.
doi:10.2991/aebmr.k.201111.022 fatcat:oxh2hhdpsff7xl2jjjkjxrunai