Chinese Milk Goes Global: Analysis on Sports Marketing of “Mengniu” Brand

Zhengming Wang

doi:10.6981/FEM.202501_6(1).0012

Authors

Zhengming Wang

DOI:

https://doi.org/10.6981/FEM.202501_6(1).0012

Keywords:

“Mengniu” Brand; Sports Marketing; SWOT Analysis; Globalization.

Abstract

After two consecutive World Cups in 2018 and 2022, Mengniu has gained a certain degree of popularity around the world through successful sports marketing. The article selects the brand Mengniu as a typical case, using case analysis method and SWOT analysis method to analyze in detail the strengths, weaknesses, opportunities and threats of Mengniu in the sports marketing environment. Also, focus on the globalization of brands and products, and strive to have a clear and accurate understanding of the actual situation of brand development, so as to provide a foundation for the brand's future sports marketing and global development.

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References

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