迪卡侬“全产业链”管理模式研究及其对中国本土体育用品企业的启示

发布时间：2018-01-12 13:13

本文关键词：迪卡侬“全产业链”管理模式研究及其对中国本土体育用品企业的启示　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文从产业链管理的角度出发,以迪卡侬体育用品有限公司现行的“全产业链”管理战略为研究对象,基于产业链整合理论,结合目前中国体育用品产业的发展现状,对迪卡侬体育用品有限公司的“全产业链”管理模式的目标、组成和特点进行理论研究,并依照产业链各环节进行详细分析。同时,本文采用波特五力模型对“全产业链”管理模式的竞争力进行逻辑分析,得出此管理模式在价值创造上的优势和创新性以及实用性。另外,本文对我国体育用品产业知名企业的产业链管理模式进行分析并找到欠缺所在,结合我国体育用品产业发展的现状,在“全产业链”管理战略的基础上提出有参考价值和针对性的发展建议。本文研究内容主要包括以下几部分:一、研究我国体育用品产业发展现状及特点二、研究归纳迪卡侬“全产业链”管理模式的特征、竞争力三、运用波特五力分析模型研究迪卡侬“全产业链”管理的竞争优势四、与我国体育用品企业管理模式及绩效的对比分析本文研究结论如下:(1)我国体育用品行业现状主要为:企业规模小、创新能力差、品牌影响力低、产品竞争能力有待提高,体育用品企业产业链管理模式较为单一,多数企业尚未走出贴牌加工的初级阶段,品牌效益不明显。近几年,我国体育运动行业热潮高涨,“全民健身”、“大众健身”等热潮不断涌现,体育运动行业也得到了国家决策层的大力支持,未来的十年将成为我国体育用品行业发展的黄金十年。(2)体育用品行业“全产业链”管理集运动用品及服装服饰的设计、研发、生产、物流、品牌营销、零售、售后服务于一体,为企业组织起一个高效反应、迅速调配的弹性供应链,全产业链模式将企业需要解决的各种问题分散在产业链各环节,并及时依次处理,能够最大限度的提高企业经营效率、减少商品成本,使企业更加灵活地应对市场和行业变化,增强企业竞争力和品牌影响力。成熟的全产业链管理模式的核心竞争力明显,很难被其他企业复制和超越。迪卡侬“全产业链”管理的模式作为“全产业链”管理成功应用的案例代表,其竞争优势在中国体育用品行业明显。(3)中国本土的体育用品企业应在市场定位、设计研发、供应商关系管理、零售渠道控制及体验经济等多方面向迪卡侬体育用品有限公司学习。本土企业应加强产品研发能力,持续不断的向市场输送高科技含量的最优性价比产品,以满足不同运动等级的消费者的运动需求;精准定位细分市场,为不同类型的运动爱好者提供专业服务;完善供应商合作关系,提高供应链弹性、缩短产品交货期,提高物流配送能力;强化零售渠道控制,改善门店形象及陈列管理,提供店内店外运动体验;组合多种营销模式,强化品牌形象及售后服务。
[Abstract]:This article from the industrial chain perspective, Decathlon Sports Goods Co. Ltd. the whole industry chain management strategy as the research object, based on the theory of industrial chain integration, combined with the current development of China sports goods industry at present, the Decathlon Sports Goods Company Limited "industrial chain" management mode, composition and the characteristics of theoretical research, and detailed analysis is carried out in accordance with the various sectors of the industry chain. At the same time, the competitiveness of the Potter five forces model to the whole industry chain management model for the logical analysis, the management mode in the value creation of the advantages and innovative and practical. In addition, the well-known enterprises of China's sports goods industry the industrial chain management mode analysis and find the lack of place, combining the current situation of the development of sports goods industry in China, based on "whole industry chain management strategy on This has reference value and specific development proposals. The main contents of this paper include the following parts: first, the research of China's sports goods industry development status and characteristics of Decathlon two, summed up the whole industry chain management pattern characteristic, the competitiveness of three, using Potter five capacity analysis of Decathlon "model of whole industry chain management the competitive advantage of four, compared with China's sporting goods business management model and performance analysis of the conclusions of this study are as follows: (1) the status quo of China's sports goods industry mainly for the small scale of enterprises, innovation ability, brand influence is low, the product competition ability needs to be improved, the sports industry chain management mode is single. The primary stage has not been out of the majority of enterprises OEM, brand benefit is not obvious. In recent years, China's sports industry boom," national fitness "," public fitness craze " Continue to emerge, the sports industry has also received strong support from the state policy, the next ten years will be the development of sports goods industry in China's gold for ten years. (2) the sporting goods industry in the whole industry chain management in sports supplies and clothing design, development, production, logistics, marketing, retail customer service, service in one, a high efficiency reaction for the enterprise organization, rapid deployment of flexible supply chain, the whole industry chain model will be a variety of issues for enterprises scattered in various sectors of the industry chain, and timely order processing, can improve enterprise operational efficiency to the maximum extent, reduce the cost of goods, make the enterprise more flexible in response to changes in the market and industry, enhance the competitiveness of enterprises and brand influence. The mature management mode of the whole industry chain of the core competitiveness is obvious, it is difficult to be replicated by other enterprises and beyond. Decathlon "industrial chain" management The model as "case on behalf of the whole industry chain management application, its competitive advantage in the Chinese sporting goods industry is obvious. (3) China local sporting goods enterprises should design in the market positioning, supplier relationship management, multiple retail channel control and experience economy, learn from Decathlon Sports Co. Ltd. home enterprises should strengthen product development capabilities, optimal cost-effective products continuous delivery to the market of high-tech content, to meet the needs of different sport levels of consumers; accurate positioning of market segments, to provide professional services for different types of sports enthusiasts; improve the supplier relationship, improve supply chain flexibility, shorten delivery time, improve the ability of distribution logistics; strengthen the retail channel control, improve store image and store display management, provide movement in store experience combination of a variety of marketing mode, Strengthen brand image and after-sales service.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8

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