| Since China has become the member of WTO, the enterprises in our nation are enter in the international markets one after another, they not only compete in the domestic market, but also begin to compete in the global market, so, the challenges and pressures encountered in the development of Chinese enterprises in increasing. If the companies want to achieve in the world with health, sustainable development, international brand strategy must be implemented, sporting goods business is no exception.This article is under the background.first of all, as a guide with the theory of the domestic and foreign enterprises international development and the theory of brand internationalization of evaluation, to establish the evaluation index system of the degree of international sports brand, cobweb model adopted from overseas sales accounting,international sponsorship resources, financial strength, international organization,international business hours, international recruitment, brand value, international output,the eight aspects,to measure the international degree of brand in a comprehensive way.Secondly, as Li Ning, Anta, 361°, Pick the four well-known sporting goods companies for example, from eight aspects of the model to measure its degree of internationalization and cross-case comparison, to analysis the degree of internationalization and brand internationalization strategy.Finally, this article is to help our international sports brand enterprises to improve the international degree of some suggestions: First, expand brand sales channels to promote overseas sales growth; second, focus on brand image, enhance brand value;third, to absorb and cultivating international talent; fourth, improve R & D capabilities,increase the technology content; fifth, balanced development and avoid short-board effect. |
