匹克与阿迪达斯国际化经营战略比较研究

Peak Comparative Study with Adidas International Operation Strategy

国际企业作为实现国际化投资、经营和管理的组织载体和国际市场行为主体,活跃在世界经济的舞台上。本文以匹克与阿迪达斯公司国际化经营战略为研究内容,从战略管理视角,结合匹克与阿迪达斯的国际经营环境之间的差异,系统论述了匹克与阿迪达斯在品牌国际化、海外市场进入模式和全球经营方面的差异,指出匹克这样的中国企业在国际化进程中既要学习阿迪达斯这样的国际著名体育企业的国际化经营战略,还要结合自身企业状况,制定合理的国际化经营战略。

The international enterprise as realize the internationalization of investment, operation and management organi- zation carrier behavior main body, the international market is active in the world economy stage. Based on peak and adidas in- ternational operation strategy as the research content, from the perspective of strategic management, combining with the peak with adidas＇s international business environment, the difference between system discusses the peak with adidas in the brand in- ternationalization, overseas market entry mode and global management differences, points out that the peak in the process of in- ternationalization of Chinese enterprises should learn international famous adidas sports enterprise internationalization manage- ment strategy, and combined with their own business conditions, formulate reasonable international operation strategy.