安踏公司发展战略研究
发布时间：2018-11-24 07:35
【摘要】：作为泉州本土民营企业，安踏主要占据体育用品市场，主要从事运动服装、鞋帽等产品的研发、制造、销售等。经过20年来的发展，如今的安踏从地区型的民营企业成长为具有全国影响力的营销型企业集团。安踏公司年销售额在2011年超过李宁，在中国运动鞋类商品市场上的占有率连续11年居于首位。成为名副其实的国内体育品牌“霸主”。近几年，安踏成长迅速，企业的销售总额逐年增加，销售范围不断扩大，员工热情高涨，，在这一个企业快速成长的时期，企业制定怎样的一个发展战略关系到企业能否再创辉煌，关系到企业的未来和命运，是企业需要考虑的一个重大问题。 本文在对战略管理理论进行简要回顾的基础上，结合安踏公司自身实践阐明研究背景和意义，并进一步确立了论文的研究思路和框架。文章首先从内部和外部环境出发，找出影响企业未来发展的关键影响因素，并在此基础上确定企业未来的发展定位。接着通过SWOT分析确定企业的竞争优势、劣势以及面临的机遇和挑战，列出了企业发展的四种战略模式，并对安踏集团今后的发展战略进行探讨分析。 安踏公司的发展战略研究具有重要的现实意义，为中国体育用品企业提供一个成功的战略发展范例，具有一定的借鉴意义，同时也为安踏等本土体育用品品牌走上国际化道路，提升品牌的国际竞争力提供一些参考。
[Abstract]:As a private enterprise in Quanzhou, Anta mainly occupies the sports goods market, mainly engaged in the R & D, manufacture and sales of sportswear, shoes and hats and other products. After 20 years of development, Anta has grown from a regional private enterprise to a marketing enterprise group with national influence. Anta surpassed Li Ning in annual sales in 2011 and ranked first in the Chinese sports shoes market for 11 consecutive years. Become a real domestic sports brand "overlord". In recent years, Anta has grown rapidly, the total sales volume of the enterprise has increased year by year, the range of sales has been continuously expanded, and the enthusiasm of the staff has been high. In this period of rapid growth of the enterprise, What kind of development strategy the enterprise makes is related to whether the enterprise can create the brilliance again, relates to the future and the destiny of the enterprise, is an important question which the enterprise needs to consider. On the basis of a brief review of the strategic management theory, this paper expounds the background and significance of the research in combination with Anta's own practice, and further establishes the research ideas and framework of the thesis. Based on the internal and external environment, this paper finds out the key factors that affect the future development of the enterprise, and then determines the position of the future development of the enterprise. Then through the SWOT analysis to determine the competitive advantages, weaknesses, opportunities and challenges faced by enterprises, listed the four strategic models of enterprise development, and discussed the future development strategy of Anta Group. The research on Anta's development strategy is of great practical significance, which provides a successful example of strategic development for Chinese sporting goods enterprises, and also provides some reference for local sports goods brands, such as Anta, on the way of internationalization. Improve the international competitiveness of the brand to provide some reference.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86
本文编号：2352810
[Abstract]:As a private enterprise in Quanzhou, Anta mainly occupies the sports goods market, mainly engaged in the R & D, manufacture and sales of sportswear, shoes and hats and other products. After 20 years of development, Anta has grown from a regional private enterprise to a marketing enterprise group with national influence. Anta surpassed Li Ning in annual sales in 2011 and ranked first in the Chinese sports shoes market for 11 consecutive years. Become a real domestic sports brand "overlord". In recent years, Anta has grown rapidly, the total sales volume of the enterprise has increased year by year, the range of sales has been continuously expanded, and the enthusiasm of the staff has been high. In this period of rapid growth of the enterprise, What kind of development strategy the enterprise makes is related to whether the enterprise can create the brilliance again, relates to the future and the destiny of the enterprise, is an important question which the enterprise needs to consider. On the basis of a brief review of the strategic management theory, this paper expounds the background and significance of the research in combination with Anta's own practice, and further establishes the research ideas and framework of the thesis. Based on the internal and external environment, this paper finds out the key factors that affect the future development of the enterprise, and then determines the position of the future development of the enterprise. Then through the SWOT analysis to determine the competitive advantages, weaknesses, opportunities and challenges faced by enterprises, listed the four strategic models of enterprise development, and discussed the future development strategy of Anta Group. The research on Anta's development strategy is of great practical significance, which provides a successful example of strategic development for Chinese sporting goods enterprises, and also provides some reference for local sports goods brands, such as Anta, on the way of internationalization. Improve the international competitiveness of the brand to provide some reference.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86
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本文编号：2352810
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