广州锐赢体育用品有限公司发展战略研究

发布时间：2018-07-20 17:47

【摘要】：国内传统零售业,尤其是以李宁、安踏、匹克、特步等为代表的众多国内体育用品知名品牌,本着“终端为王”的经营理念在中国内陆大肆扩张。随着互联网技术的快速发展和移动互联网的快速普及,网购已经由新鲜事务转变为人人参与的普遍消费行为。这些传统零售业业绩及利润几乎全部下滑,“终端为王”的时代是否已经结束?作为体育用品企业之一的广州锐赢体育用品有限公司如何突破困局,持续快速发展显得尤为重要。基于以上研究背景,本文对相关理论进行梳理的基础上,首先结合相关理论分析了体育用品行业所处宏观经济背景,从政治、经济、社会、技术等方面进行分析。同时,对体育用品行业本身进行五力模型分析,从供应商议价能力、购买者议价能力、潜在进入者的威胁、替代品的威胁、竞争者分析五个方面进行分析。其次,对锐赢公司内部资源、公司经营模式、公司经营能力进行分析,并通过SWOT分析法对其进行深入分析,总结出其内部优势和劣势。再次,根据对锐赢公司内外部环境分析的结果,以及利用EFE矩阵分析和IFE矩阵分析结合发展战略SWOT矩阵分析,制定出其发展战略的思想构成和战略体系。最后,根据企业发展战略的思想构成和战略体系,以及锐赢公司所面临的外部机会和威胁,结合锐赢公司内部优势和劣势,制定出其近三到五年的发展战略实施方案推进计划。同时,对锐赢公司发展斩落的实施保障从实施理念、组织结构、财务资源、人力资源、产品研发、生产制造、售后服务七个方面进行分析。最终得出锐赢公司的战略转型方案。本论文将理论与实践相结合,把锐赢公司的战略转型问题放到传统零售企业所处的时代环境中来研究,对中国传统零售企业的战略转型具有一定的参考价值。
[Abstract]:Domestic traditional retailing, especially many well-known domestic sports goods brands, such as Li Ning, Anta, Peak, step and so on, expand in the inland of China in line with the management idea of "terminal as king". With the rapid development of Internet technology and the rapid popularity of mobile Internet, online shopping has changed from new business to universal consumer behavior. With almost all of these traditional retail results and profits falling, is the end of the "end king" era over? As one of the sports goods enterprises, Guangzhou Rui win Sports goods Co., Ltd. Based on the above research background, this paper combs the related theories, and firstly analyzes the macroeconomic background of sports goods industry, from the political, economic, social, technical and other aspects. At the same time, the paper analyzes the five forces model of the sporting goods industry from five aspects: the bargaining power of suppliers, the bargaining power of buyers, the threat of potential entrants, the threat of substitutes, and the analysis of competitors. Secondly, it analyzes the internal resources, the business model and the management ability of the company, and through SWOT analysis, summarizes its internal strengths and weaknesses. Thirdly, according to the results of the internal and external environment analysis, and the combination of EFE matrix analysis and IFE matrix analysis combined with SWOT matrix analysis of development strategy, the thinking structure and strategic system of the development strategy are worked out. Finally, according to the thought structure and strategic system of enterprise development strategy, as well as the external opportunity and threat that sharp win company faces, combined with the internal advantages and disadvantages of sharp win company, we draw up its development strategy implementation plan in the last three to five years. At the same time, the implementation guarantee of the development and fall of Rui win Company is analyzed from seven aspects: implementation concept, organizational structure, financial resources, human resources, product research and development, production and manufacturing, and after-sales service. Finally, the strategic transformation plan of sharp win company is obtained. This paper combines the theory with practice and puts the strategic transformation of Win-Weng Company into the environment of the traditional retail enterprises, which has some reference value for the strategic transformation of the traditional retail enterprises in China.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.8

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