我国五家在港上市体育用品企业发展研究

发布时间：2018-10-17 18:02

【摘要】：2000~2009年中国体育用品行业经历了黄金十年的高速发展(均保持了每年30%至50%的高速增长),形成了一批以李宁、安踏、匹克等为代表的体育用品优秀企业。在2010~2014五年时间里,我国体育用品企业整体度过了2011~2013年的衰退阶段和2014~2015年的恢复发展阶段。行业寒冬的局面自2014年底开始好转,2014年我国体育用品行业增加值(运动鞋服及配件等的综合)达到2418亿元,同比增长15.89%,这是自2011年后首次实现两位数增长,展示了作为新兴经济体所爆发的巨大发展潜力,从数据上可以看出:体育用品行业在经受一股寒潮洗礼后迎来发展良机,呈现出整体强势复苏、重回快速增长轨道的态势。随着国家政策的大力支持、居民经济实力的提高和体育消费意识的提升,在未来,我国体育用品企业的发展将会越来越好。本论文以文献资料法、数理统计法、对比分析法和综合分析法为主要研究方法,以我国五家在港上市体育用品企业的发展作为研究对象(五家企业分别为:安踏、李宁、361度、匹克和特步),通过运用SWOT分析法深入研究分析,提出了一些具有操作性的建议以供企业参考,具有一定的研究意义和价值。论文通过应用SWOT分析法从优势、劣势、机遇和威胁四个方面深入分析研究2010~2014年我国五家在港上市体育用品企业发展,总结出优势是:回暖期中业绩耀眼、多品牌战略实施、赞助资源优势多;劣势是:传统渠道模式不利、研发成本投入不足、平均存货周转日数长;机遇是:国民经济发展稳定、线上经济增长快、细分市场发展空间大、国家政策积极支持等;威胁是:人力成本增加、竞争对手实力强大,总体来看,我国五家体育用品企业发展优势多、劣势少、机会大于威胁,发展前景好。此外,论文中还分别从SO战略、WO战略、ST战略和WT战略四个角度提出相应地对策,具体是SO战略:提升细分市场份额、转向零售导向模式、提高导购业务能力、提高体育赞助效果;WO战略:贴近消费者喜好、主打大众市场;ST战略:紧密沟通分销商、品牌文化特色化;WT战略:渠道模式扁平化、品牌推广深入化。最后结合全文,从加快市场反应、合资扩大企业效益、加大研发投入和线上线下协同发展四个角度提出建议。希望我国体育用品企业能充分发挥自身优势,抓住发展机遇,主动迎接市场挑战,加以改善不足之处,不断提高市场竞争力,同时也期望本论文能为我国在港上市体育用品企业更好地发展提供参考依据。
[Abstract]:From 2000 to 2009, China's sporting goods industry experienced a rapid development in the golden decade (both maintained a high growth rate of 30% to 50% per year), and formed a number of excellent sportswear enterprises represented by Li Ning, Anta, Peak and so on. In the five years from 2010 to 2014, Chinese sporting goods enterprises have passed the recession from 2011 to 2013 and the stage of recovery and development from 2014 to 2015. The winter situation in the industry has been improving since the end of 2014. In 2014, the added value of the sports goods industry in China (comprehensive sports shoes, clothing and accessories) reached 241.8 billion yuan, an increase of 15.899.This is the first double-digit growth since 2011. It shows the great development potential of emerging economies. From the data, we can see that the sporting goods industry, after a cold wave, ushered in a development opportunity, showing a strong overall recovery, back to the rapid growth track. With the support of national policies, the improvement of residents' economic strength and the promotion of sports consumption consciousness, the development of sports goods enterprises in China will be better and better in the future. In this paper, literature, mathematical statistics, comparative analysis and comprehensive analysis are the main research methods, and the development of five listed sporting goods enterprises in Hong Kong is taken as the research object (five enterprises are Anta, Li Ning, 361 degrees respectively). By using the SWOT analysis method, this paper puts forward some operable suggestions for the reference of the enterprise, which has certain research significance and value. This paper analyzes the development of five listed sports goods enterprises in Hong Kong from 2010 to 2014 through the application of SWOT analysis from four aspects of advantages, disadvantages, opportunities and threats, and concludes that the advantages are: brilliant performance in the recovery period, implementation of multi-brand strategy. The advantages and disadvantages of sponsored resources are: the traditional channel mode is unfavorable, the R & D cost is insufficient, the average inventory turnover days are long, the opportunity is: the national economy develops stably, the on-line economy grows fast, the market segment has a large space for development, The threats are the increase of manpower cost and the strength of competitors. In general, the five sporting goods enterprises in our country have more advantages, less disadvantages, more opportunities than threats, and good prospects for development. In addition, the paper also puts forward corresponding countermeasures from four angles of SO strategy, WO strategy, ST strategy and WT strategy. The specific strategy is SO strategy: to promote market share, to shift to retail oriented mode, to improve the ability of purchasing guide business. Improve the effect of sports sponsorship; WO strategy: close to consumer preferences, focus on the mass market; ST strategy: close communication distributors, brand culture characteristics; WT strategy: channel model flat, brand promotion in-depth. Finally, combining the full text, this paper puts forward some suggestions from four angles: accelerating the market reaction, expanding the benefit of the joint venture, increasing the R & D investment and coordinating the development between line and line. It is hoped that our sports goods enterprises can give full play to their own advantages, seize the opportunities for development, take the initiative to meet the market challenges, improve the deficiencies, and constantly improve the market competitiveness. At the same time, I hope this paper can provide reference for the better development of China's listed sports goods enterprises in Hong Kong.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.8

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