安踏体育用品有限公司发展战略研究

发布时间：2018-03-24 01:08

本文选题：安踏　切入点：发展战略　出处：《西南交通大学》2014年硕士论文

【摘要】：体育产业作为我国的一项朝阳产业,有着广阔的发展前景与发展潜力。近年来国家不断重视我国体育产业的发展,推出了多项有利于国内体育产业发展的政策与措,使得行业内各个公司都面临着乐观的发展机遇。在过去的十几年时间内我国出现了一批著名的体育品牌。安踏作为国内成立较早的品牌之一,一直受到行业内各个公司的关注。安踏公司的发展模式也为国内其他体育品牌的发展建设提供了一个范例。本文运用多种分析方法对安踏体育用品有限公司的外部、内部战略环境进行了分析与讨论。首先,使用PEST分析方法和波特五力分析法对安踏体育所处的外部环境进行分析,之后用外部环境评价矩阵对其进行综合评判。对于安踏公司所处的内部环境,综合考虑了安踏公司的运营现状的多个因素,如公司发展历程,公司品牌建设与管理,公司供应链管理和公司基本财务状况等。之后使用内部环境评价矩阵对安踏公司的内部战略环境进行了综合评判。通过上述对外部和内部环境的分析,得出安踏公司目前拥有的优势及劣势,以及外部所面临的机遇与威胁。最后通过SWOT分析法得出安踏公司未来可选的发展战略,如扩大赞助资源,加强品牌影响力,加强资金运作及资金流动性,扩大生产力,树立自身的品牌个性以及合理利用国家的优惠政策等措施。在具体的战略实施方面,本文为安踏公司提供的一个可供参考的战略是：在品牌建设方面,加强现有的品牌建设,扩大品牌影响力,提升用户品牌自豪感及用户粘性。在公司运营方面,加强资金运作,创造更大价值,充分利用政策优势增强公司竞争力。在持续创新方面,在产品研发,及技术研发上注重创新,寻找新型的营销方式,避免在传统营销方式上的正面竞争。在产品规划与架构方面,从产品架构和产品性价比入手,创造出自己独立的品牌个性,推出更具有性价比的产品以面对中端市场消费者。
[Abstract]:As a sunrise industry in China, the sports industry has a broad development prospect and potential. In recent years, the country has attached great importance to the development of the sports industry in China, and has put forward many policies and measures conducive to the development of the domestic sports industry. In the past ten years, a number of famous sports brands have emerged in our country. Anta is one of the earliest brands in China. The development mode of Anta also provides an example for the development and construction of other sports brands in China. This paper applies a variety of analytical methods to the exterior of Anta Sports products Co., Ltd. The internal strategic environment is analyzed and discussed. First of all, the external environment of Anta Sports is analyzed by using PEST analysis method and Porter five Force Analysis method. After that, the external environment evaluation matrix is used to evaluate the internal environment of Anta Company. For the internal environment of Anta Company, several factors of the present operating situation of Anta Company are considered synthetically, such as the development course of the company, the brand construction and management of the company. Supply chain management and basic financial situation of the company, etc. After that, the internal strategic environment of Anta Company is comprehensively evaluated by using the internal environment evaluation matrix. Through the above analysis of the external and internal environment, The advantages and disadvantages of Anta Company at present, as well as the external opportunities and threats, are obtained. Finally, by means of SWOT analysis, the optional development strategies of Anta Company in the future, such as expanding sponsorship resources and strengthening brand influence, are obtained. Strengthen capital operation and capital liquidity, expand productivity, build up one's own brand personality and make rational use of preferential policies of the country. One of the strategies this paper provides for Anta is to strengthen the existing brand construction, expand the brand influence, enhance the user's brand pride and user stickiness, and strengthen the capital operation in the aspect of the company's operation. Create greater value, make full use of policy advantages to enhance the company's competitiveness. In terms of continuous innovation, in product research and development and technology research and development focus on innovation, looking for new marketing methods, To avoid the positive competition in the traditional marketing mode. In the aspect of product planning and structure, we can create our own independent brand personality from the product structure and the price performance ratio of products, and introduce more cost-effective products to face the consumers in the middle market.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F272

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