摘 要经济全球化及区域经济一体化的发展加剧了企业之间的竞争，国内市场已经满足不了本土企业的发展需求，许多本土企业开始开拓国际市场。拥有国际化品牌是企业在国际市场立足的重要因素，品牌国际化就成为了企业向海外进军关注的重点，其中的传播策略是构成品牌国际化成功与否的重要组成部分。本文对李宁品牌国际化传播的策略进行研究，以李宁体育用品公司为研究对象，采取文献分析、案例分析、对比分析法，为李宁的品牌国际化传播过程中存在的品牌定位不明确、缺少科技研发投入、赞助营销不完善、不科学的广告设计的问题提供优化措施。结果表明李宁在品牌国际化传播过程中需要明确品牌定位、加大科技研发投入提高产品质量、根据主打产品重新定位赞助营销的目标、优化广告设计，从而加快李宁品牌国际化进程。关键词：品牌；品牌国际化；品牌传播AbstractThe development of economic globalization and regional economic integration has intensified the competition among enterprises. The domestic market has been unable to meet the development needs of local enterprises, and many local enterprises have begun to explore the international market. Having an international brand is an important factor for enterprises to establish a foothold in the international market, and brand internationalization has become the focus of enterprises' overseas business. Among them, the communication strategy is an important part of the success of brand internationalization. In this paper, through the research of the spread of the Li-Ning brand internationalization strategy for Li-Ning sports goods company as the research object, using literature analysis, case analysis, comparative analysis, as the Li-Ning brand internationalization of the brand positioning is not clear, the lack of science and technology r&d, sponsorship marketing is imperfect, unscientific advertisement design problem with optimization measures. The results show that in the process of brand internationalization communication, Li-...
