| ABSTRACT | 第1-7页 |
| 摘要 | 第7-13页 |
| Chapter Ⅰ Introduction | 第13-18页 |
| ·Background | 第13-15页 |
| ·Research purposes and significance | 第15-16页 |
| ·Research contents and methods | 第16-18页 |
| Chapter Ⅱ Relative theories on brand internationalization | 第18-25页 |
| ·Definition of brand internationalization | 第18-20页 |
| ·Measurement criteria of brand internationalization | 第20-22页 |
| ·Opportunities and risks of brand internationalization | 第22-25页 |
| ·Opportunities of brand internationalization | 第22-23页 |
| ·Risks of bran internationalization | 第23-25页 |
| Chapter Ⅲ Modes and enlightenments of Chinese brands going global | 第25-33页 |
| ·The international modes of Chinese brands | 第25-31页 |
| ·Haier mode | 第25-26页 |
| ·TCL mode | 第26-28页 |
| ·Huawei mode | 第28-29页 |
| ·Glanz mode | 第29-30页 |
| ·Tong Ren Tang mode | 第30-31页 |
| ·Enlightenments from the internationalization of China's brands | 第31-33页 |
| Chapter Ⅳ Case study on the internationalization of sports brands | 第33-52页 |
| ·Development trend of world sports brands | 第33-35页 |
| ·Foreign sports brands and their brand strategies in Chinese market | 第35-44页 |
| ·Introduction to Adidas and Nike | 第35-37页 |
| ·Development of foreign Sports brands in China | 第37-44页 |
| ·Internationalization of Li Ning brand | 第44-52页 |
| ·Introduction to Li Ning brand | 第44-46页 |
| ·Development of Li Ning brand on internationalization | 第46-48页 |
| ·Li Ning's rebranding strategy | 第48-52页 |
| Chapter Ⅴ Status quo and analysis of Chinese sports brands | 第52-62页 |
| ·Status quo of Chinese sports brands | 第54-55页 |
| ·Main characteristics of Chinese sports brands | 第55-57页 |
| ·Problems with China's sporting goods brands and their internationalization | 第57-62页 |
| ·Problems with China's sporting goods brands | 第57-59页 |
| ·Main reasons restricting brand internationalization of Chinese sports enterprises | 第59-62页 |
| Chapter Ⅵ Strategies for the internationalization of Chinese sports brands | 第62-78页 |
| ·Product strategy | 第62-65页 |
| ·Pricing strategy | 第65-67页 |
| ·Price positioning by seizing the customers' psychology | 第65-66页 |
| ·Pricing according to the international market | 第66-67页 |
| ·Distribution strategy | 第67-72页 |
| ·the choice for brand sportswear retailer | 第67页 |
| ·Department Stores and Brand Stores | 第67-71页 |
| ·Channel support from information technology | 第71-72页 |
| ·Brand communication strategy | 第72-78页 |
| ·Advertising | 第73-74页 |
| ·International sports exhibition | 第74-75页 |
| ·Public relations | 第75-78页 |
| Chapter Ⅶ Conclusion | 第78-80页 |
| REFERENCES | 第80-83页 |
| ACKNOWLEDGEMENTS | 第83-85页 |
