• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2025 > Volume 13 Number 1 (2025) >
JOEBM 2025 Vol.13(1): 29-36
DOI: 10.18178/joebm.2025.13.1.843

Research on the Globalization Marketing Strategy of ANTA

Zitong Wang
Shanghai United International School Hefei Campus, Anhui, China
Email: 2803171920@qq.com (Z.T.W.)

Manuscript received November 7, 2024; revised December 14, 2024; accepted January 3, 2025; published January 20, 2025.

Abstract—Over the past two decades, China’s sports shoes and apparel industry has experienced a remarkable transformation. This paper takes the prominent sports brand ANTA as the research object takes PEST, SWOT, and 4Ps analyses framework as the guiding, and adopts three research methods, namely, literature review, case study method, and visual analysis, to explore the success of ANTA in building a successful cross-border brand and its marketing strategy in the background of e-commerce. Based on the detailed analyses of both external and internal factors in ANTA’s successful development experience, advice is provided for future advances. Implications are discussed as well.

Keywords—ANTA, 4Ps analysis, globalization, marketing strategy, PEST analysis, SWOT analysis

Cite: Zitong Wang, "Research on the Globalization Marketing Strategy of ANTA," Journal of Economics, Business and Management, vol. 13, no. 1, pp. 29-36, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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