本文選題：安踏　切入點(diǎn)：發(fā)展戰(zhàn)略　出處：《西南交通大學(xué)》2014年碩士論文

【摘要】：體育產(chǎn)業(yè)作為我國(guó)的一項(xiàng)朝陽(yáng)產(chǎn)業(yè),有著廣闊的發(fā)展前景與發(fā)展?jié)摿Α＝陙?lái)國(guó)家不斷重視我國(guó)體育產(chǎn)業(yè)的發(fā)展,推出了多項(xiàng)有利于國(guó)內(nèi)體育產(chǎn)業(yè)發(fā)展的政策與措,使得行業(yè)內(nèi)各個(gè)公司都面臨著樂(lè)觀的發(fā)展機(jī)遇。在過(guò)去的十幾年時(shí)間內(nèi)我國(guó)出現(xiàn)了一批著名的體育品牌。安踏作為國(guó)內(nèi)成立較早的品牌之一,一直受到行業(yè)內(nèi)各個(gè)公司的關(guān)注。安踏公司的發(fā)展模式也為國(guó)內(nèi)其他體育品牌的發(fā)展建設(shè)提供了一個(gè)范例。本文運(yùn)用多種分析方法對(duì)安踏體育用品有限公司的外部、內(nèi)部戰(zhàn)略環(huán)境進(jìn)行了分析與討論。首先,使用PEST分析方法和波特五力分析法對(duì)安踏體育所處的外部環(huán)境進(jìn)行分析,之后用外部環(huán)境評(píng)價(jià)矩陣對(duì)其進(jìn)行綜合評(píng)判。對(duì)于安踏公司所處的內(nèi)部環(huán)境,綜合考慮了安踏公司的運(yùn)營(yíng)現(xiàn)狀的多個(gè)因素,如公司發(fā)展歷程,公司品牌建設(shè)與管理,公司供應(yīng)鏈管理和公司基本財(cái)務(wù)狀況等。之后使用內(nèi)部環(huán)境評(píng)價(jià)矩陣對(duì)安踏公司的內(nèi)部戰(zhàn)略環(huán)境進(jìn)行了綜合評(píng)判。通過(guò)上述對(duì)外部和內(nèi)部環(huán)境的分析,得出安踏公司目前擁有的優(yōu)勢(shì)及劣勢(shì),以及外部所面臨的機(jī)遇與威脅。最后通過(guò)SWOT分析法得出安踏公司未來(lái)可選的發(fā)展戰(zhàn)略,如擴(kuò)大贊助資源,加強(qiáng)品牌影響力,加強(qiáng)資金運(yùn)作及資金流動(dòng)性,擴(kuò)大生產(chǎn)力,樹(shù)立自身的品牌個(gè)性以及合理利用國(guó)家的優(yōu)惠政策等措施。在具體的戰(zhàn)略實(shí)施方面,本文為安踏公司提供的一個(gè)可供參考的戰(zhàn)略是：在品牌建設(shè)方面,加強(qiáng)現(xiàn)有的品牌建設(shè),擴(kuò)大品牌影響力,提升用戶品牌自豪感及用戶粘性。在公司運(yùn)營(yíng)方面,加強(qiáng)資金運(yùn)作,創(chuàng)造更大價(jià)值,充分利用政策優(yōu)勢(shì)增強(qiáng)公司競(jìng)爭(zhēng)力。在持續(xù)創(chuàng)新方面,在產(chǎn)品研發(fā),及技術(shù)研發(fā)上注重創(chuàng)新,尋找新型的營(yíng)銷方式,避免在傳統(tǒng)營(yíng)銷方式上的正面競(jìng)爭(zhēng)。在產(chǎn)品規(guī)劃與架構(gòu)方面,從產(chǎn)品架構(gòu)和產(chǎn)品性價(jià)比入手,創(chuàng)造出自己獨(dú)立的品牌個(gè)性,推出更具有性價(jià)比的產(chǎn)品以面對(duì)中端市場(chǎng)消費(fèi)者。
[Abstract]:As a sunrise industry in China, the sports industry has a broad development prospect and potential. In recent years, the country has attached great importance to the development of the sports industry in China, and has put forward many policies and measures conducive to the development of the domestic sports industry. In the past ten years, a number of famous sports brands have emerged in our country. Anta is one of the earliest brands in China. The development mode of Anta also provides an example for the development and construction of other sports brands in China. This paper applies a variety of analytical methods to the exterior of Anta Sports products Co., Ltd. The internal strategic environment is analyzed and discussed. First of all, the external environment of Anta Sports is analyzed by using PEST analysis method and Porter five Force Analysis method. After that, the external environment evaluation matrix is used to evaluate the internal environment of Anta Company. For the internal environment of Anta Company, several factors of the present operating situation of Anta Company are considered synthetically, such as the development course of the company, the brand construction and management of the company. Supply chain management and basic financial situation of the company, etc. After that, the internal strategic environment of Anta Company is comprehensively evaluated by using the internal environment evaluation matrix. Through the above analysis of the external and internal environment, The advantages and disadvantages of Anta Company at present, as well as the external opportunities and threats, are obtained. Finally, by means of SWOT analysis, the optional development strategies of Anta Company in the future, such as expanding sponsorship resources and strengthening brand influence, are obtained. Strengthen capital operation and capital liquidity, expand productivity, build up one's own brand personality and make rational use of preferential policies of the country. One of the strategies this paper provides for Anta is to strengthen the existing brand construction, expand the brand influence, enhance the user's brand pride and user stickiness, and strengthen the capital operation in the aspect of the company's operation. Create greater value, make full use of policy advantages to enhance the company's competitiveness. In terms of continuous innovation, in product research and development and technology research and development focus on innovation, looking for new marketing methods, To avoid the positive competition in the traditional marketing mode. In the aspect of product planning and structure, we can create our own independent brand personality from the product structure and the price performance ratio of products, and introduce more cost-effective products to face the consumers in the middle market.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.86;F272

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