| By the ways of theory and study methods of economics, the paper studies the reasons and modes of brand expansion of China's sporting goods industry. The result shows that the reasons for the brand expansion are the benefits of the global market, the competition of the domestic market and the internal development of the enterprises. On the way of expanding abroad, five modes of brand expansion may be adopted, that is, brand direct transplanting mode, brand franchise mode, brand localization mode, allied brand expansion mode and brand fictional expansion mode. |
