Analysis of Brand Internationalization Strategy

A Case Study of Li Ning

DOI

10.2991/aebmr.k.201111.022How to use a DOI?

Keywords

sporting goods, Li Ning, brand internationalization

Abstract

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 balance 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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yongjian Zong
AU  - Yuting Zhang
PY  - 2020
DA  - 2020/11/13
TI  - Analysis of Brand Internationalization Strategy
BT  - Proceedings of the 2020 International Conference on Management, Economy and Law (ICMEL 2020)
PB  - Atlantis Press
SP  - 122
EP  - 127
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201111.022
DO  - 10.2991/aebmr.k.201111.022
ID  - Zong2020
ER  -