Title: The Influencing Factors of Li Ning’s Sports Brand Internationalization Strategy
Author: Ni Gang
Advisor: Dr. Ma Yu
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.1-13) Click PDF
Abstract
A research on the influencing factors of Li Ning’s brand internationalization strategy can help enterprises to clarify their positioning in the international market and the challenges they face, to take measures in advance for strategic planning and adjustment. Such research is not only conducive for improving the global competitiveness and brand influence of enterprises but also conducive to enterprises for better adapting to the changes in the international market and achieve sustainable development. The purpose of this study is to explore the influence of international organizational structure, international operation mode, and international talent strategy on Li Ning’s internationalization strategy.
This study adopted the quantitative research method. A total of 400 questionnaires were issued, and 334 were valid, with a validity of 83.5%. This study finds that international organizational structure, international operation mode, and international talent strategy have a positive impact on the brand internationalization strategy of Li Ning Company. From the analysis results, the following suggestions are put forward: (1) Enrich international organizational structure methods; (2) Innovate marketing strategies to enhance international brand recognition; (3) Improve the training of international talents.
Keywords: brand internationalization strategy; Li Ning Company; influencing factors
The Influencing Factors of Li Ning’s Sports Brand Internationalization Strategy /
6617195025 Ni Gang 2567 (2024) The Influencing Factors of Li Ning’s Sports Brand Internationalization Strategy สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University