Research On The Choice Of Overseas Market Entry Mode Of Chinese Sporting Goods Enterprises

Recently,economic globalization and regional economic integration continue to deepen,the competition between enterprises is no longer limited to local,more and more enterprises want to go abroad,take the road of international development,sports goods industry is one of the many industries.According to China’s customs statistics,sports goods exports in 2017 were about 9.65 million US dollars,only accounting for 1/10 million of all goods exports in that year,accounting for a relatively small amount.From2017 to 2019,although China’s sporting goods exports showed a growing trend,the growth rate was slow,with a year-on-year growth of 16.2% in 2019 compared with 2017.As the strategy of "going out" has been paid more and more attention,the export value in the past two years has changed significantly,with an overall growth of 136% in the past five years,which means that a large number of excellent sporting goods enterprises are actively taking the road of internationalization.It is also of great significance to explore how enterprises carry out international development.Li Ning is one of the leading sports goods enterprises in China.Since 1990,Li Ning has sponsored the Olympic Games,Asian Games,Paralympics and other International competitions.After gaining a certain reputation,Li Ning actively carried out overseas market entry activities,using the form of export,the establishment of wholly-owned subsidiaries,franchising into different overseas markets,and achieved good results.This paper mainly explores the selection of li Ning’s overseas market entry mode.This paper is divided into seven chapters.The first chapter mainly introduces the research background,significance,research ideas and methods of this paper.The second chapter mainly introduces the theories related to enterprises’ overseas market entry mode,including internalization theory and international production compromise theory.The third chapter mainly introduces the current development status of China’s sporting goods enterprises,listed Anta,Peak and 361,indicating that enterprises should choose the corresponding entry mode according to their own characteristics;The fourth chapter makes an overall analysis of li Ning’s overseas market entry mode,including company profile,the choice of entry mode and the reasons for entry;The fifth chapter introduces the effect of Li Ning’s overseas market entry mode and explains its existing problems,such as:single entry mode,marketing strategy problems,and then give targeted suggestions;The sixth chapter given suggestions for enterprises to enter the international market from three perspectives.The last chapter summarizes this paper.There are opportunities and challenges for Li Ning to enter overseas markets,The opportunities available include: the support of national policy,their own scale,research and development center,etc.,the existing challenges include: sports goods enterprises "homogenization" competition obviously,product positioning is not clear,something wrong with the concept of brand culture,the overseas market entry mode of the single and so on.Therefore,In order to better enter the overseas market,Li Ning enterprises must pay attention to the improvement of marketing strategy,highlight the main products,increase the entry mode,investment in advertising funds,etc.,In a word,if sporting goods enterprises want to better enter the overseas market and expand to more regions,they must carefully consider various factors and choose the most appropriate mode and opportunity.