X体育用品零售公司战略探析

发布时间：2019-04-28 21:09

【摘要】：过去十几年,中国体育用品行业依靠“跑马圈地”式的外延扩张实现了快速增长。但最近几年来,接连受到金融海啸和欧债危机的冲击,行业增速骤降,业绩大幅下滑。体育用品零售商作为行业的触角,站在市场最前沿,最先感觉到了“过冬”的寒冷。 x公司是一家有近二十年发展历史的体育用品零售商,受到不景气的外部环境和过去高速增长带来的内部管理问题的影响,近些年来业务发展停滞不前,经营业绩持续下降。如何制定可持续的业务战略,突破业务发展瓶颈,踏上健康的发展道路,已成为X公司迫切需要解决的问题。针对X公司面临的业务发展乏力问题,本文采用实地访谈和问卷调研的方法,运用企业战略的相关理论进行了深入研究。本文首先运用PEST分析法等理论知识分析了X公司的外部宏观环境和行业现状,重点分析了体育用品零售业的发展特征和行业标杆企业。然后,从业务体系和管理机制两个方面对X公司内部环境进行了深入剖析,并通过问卷调查评估了各项业务的业务能力。进而,综合公司内外部环境的机会、威胁与优势、劣势,运用SWOT矩阵明确了X公司的总体战略。按照公司总体战略要求,结合“市场吸引力——内部竞争力”模型对各项业务的评估结果,从业务发展定位、发展路径和发展目标三个方面制定了X公司业务发展战略。最后,为实现公司业务发展战略,本文对业务战略实施提出了建议。基于上述分析,本文建议X公司采取“提升内部运营、增强内涵增长”的稳健型总体战略,并据此明确了公司的业务发展战略,即“经销代理和运动城业务为公司重点发展业务；平价潮流品类店为培育发展业务；电子商务、自建品牌和品牌代理为未来发展业务”。本文的研究是在对X公司全面分析的基础上,构建了公司的业务战略,对X公司未来发展具有指导意义。同时,本文的研究也将对国内体育用品零售企业的业务发展提供有益参考与借鉴。
[Abstract]:Over the past ten years, China's sporting goods industry has grown rapidly through the expansion of the Horse Circle. But in recent years, hit by the financial tsunami and the European debt crisis, industry growth has plummeted and performance has slumped. Sporting goods retailers, as the industry's tentacles, stand at the forefront of the market, the first to feel the "winter" cold. X Company is a sporting goods retailer with a history of nearly two decades. Affected by the bad external environment and internal management problems caused by the past high-speed growth, the business development of X Company has stagnated in recent years, and its operating performance has continued to decline. How to make a sustainable business strategy, break through the bottleneck of business development and embark on a healthy development path has become an urgent problem to be solved by X Company. In view of the weakness of X Company's business development, this paper adopts the methods of on-the-spot interview and questionnaire survey, and makes a deep research on the related theory of enterprise strategy. In this paper, the external macro-environment and current situation of X company are analyzed by using PEST analysis and other theoretical knowledge, and the development characteristics of sports goods retailing and industry benchmarking enterprises are emphatically analyzed. Then, the internal environment of X Company is deeply analyzed from two aspects of business system and management mechanism, and the business ability of each business is evaluated by questionnaire. Furthermore, combining the opportunities, threats, strengths and weaknesses of the internal and external environment, the overall strategy of X Company is defined by using SWOT matrix. According to the overall strategic requirements of the company, combined with the evaluation results of the "Market attraction-Internal Competitiveness" model, the business development strategy of X Company is drawn up from three aspects: the orientation of business development, the development path and the development goal. Finally, in order to realize the company's business development strategy, this paper puts forward some suggestions for the implementation of the business strategy. Based on the above-mentioned analysis, this paper suggests that X Company adopt a robust overall strategy of "enhancing internal operations and enhancing connotation growth", and on this basis, the business development strategy of the company is clearly defined. That is, "Distribution agents and sports city business for the company's key development business;" Parity trend stores for the development of business; e-commerce, self-building brand and brand agent for the future development business. Based on the comprehensive analysis of X Company, this paper constructs the business strategy of X Company, which is of guiding significance to the future development of X Company. At the same time, the research in this paper will also provide a useful reference and reference for the domestic sports goods retail enterprises' business development.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F724.2;F272

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