【摘要】：作為泉州本土民營企業(yè)，安踏主要占據(jù)體育用品市場，主要從事運動服裝、鞋帽等產品的研發(fā)、制造、銷售等。經過20年來的發(fā)展，如今的安踏從地區(qū)型的民營企業(yè)成長為具有全國影響力的營銷型企業(yè)集團。安踏公司年銷售額在2011年超過李寧，在中國運動鞋類商品市場上的占有率連續(xù)11年居于首位。成為名副其實的國內體育品牌“霸主”。近幾年，安踏成長迅速，企業(yè)的銷售總額逐年增加，銷售范圍不斷擴大，員工熱情高漲，，在這一個企業(yè)快速成長的時期，企業(yè)制定怎樣的一個發(fā)展戰(zhàn)略關系到企業(yè)能否再創(chuàng)輝煌，關系到企業(yè)的未來和命運，是企業(yè)需要考慮的一個重大問題。 本文在對戰(zhàn)略管理理論進行簡要回顧的基礎上，結合安踏公司自身實踐闡明研究背景和意義，并進一步確立了論文的研究思路和框架。文章首先從內部和外部環(huán)境出發(fā)，找出影響企業(yè)未來發(fā)展的關鍵影響因素，并在此基礎上確定企業(yè)未來的發(fā)展定位。接著通過SWOT分析確定企業(yè)的競爭優(yōu)勢、劣勢以及面臨的機遇和挑戰(zhàn)，列出了企業(yè)發(fā)展的四種戰(zhàn)略模式，并對安踏集團今后的發(fā)展戰(zhàn)略進行探討分析。 安踏公司的發(fā)展戰(zhàn)略研究具有重要的現(xiàn)實意義，為中國體育用品企業(yè)提供一個成功的戰(zhàn)略發(fā)展范例，具有一定的借鑒意義，同時也為安踏等本土體育用品品牌走上國際化道路，提升品牌的國際競爭力提供一些參考。
[Abstract]:As a private enterprise in Quanzhou, Anta mainly occupies the sports goods market, mainly engaged in the R & D, manufacture and sales of sportswear, shoes and hats and other products. After 20 years of development, Anta has grown from a regional private enterprise to a marketing enterprise group with national influence. Anta surpassed Li Ning in annual sales in 2011 and ranked first in the Chinese sports shoes market for 11 consecutive years. Become a real domestic sports brand "overlord". In recent years, Anta has grown rapidly, the total sales volume of the enterprise has increased year by year, the range of sales has been continuously expanded, and the enthusiasm of the staff has been high. In this period of rapid growth of the enterprise, What kind of development strategy the enterprise makes is related to whether the enterprise can create the brilliance again, relates to the future and the destiny of the enterprise, is an important question which the enterprise needs to consider. On the basis of a brief review of the strategic management theory, this paper expounds the background and significance of the research in combination with Anta's own practice, and further establishes the research ideas and framework of the thesis. Based on the internal and external environment, this paper finds out the key factors that affect the future development of the enterprise, and then determines the position of the future development of the enterprise. Then through the SWOT analysis to determine the competitive advantages, weaknesses, opportunities and challenges faced by enterprises, listed the four strategic models of enterprise development, and discussed the future development strategy of Anta Group. The research on Anta's development strategy is of great practical significance, which provides a successful example of strategic development for Chinese sporting goods enterprises, and also provides some reference for local sports goods brands, such as Anta, on the way of internationalization. Improve the international competitiveness of the brand to provide some reference.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.86

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