本文關(guān)鍵詞：迪卡儂“全產(chǎn)業(yè)鏈”管理模式研究及其對(duì)中國(guó)本土體育用品企業(yè)的啟示　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：本文從產(chǎn)業(yè)鏈管理的角度出發(fā),以迪卡儂體育用品有限公司現(xiàn)行的“全產(chǎn)業(yè)鏈”管理戰(zhàn)略為研究對(duì)象,基于產(chǎn)業(yè)鏈整合理論,結(jié)合目前中國(guó)體育用品產(chǎn)業(yè)的發(fā)展現(xiàn)狀,對(duì)迪卡儂體育用品有限公司的“全產(chǎn)業(yè)鏈”管理模式的目標(biāo)、組成和特點(diǎn)進(jìn)行理論研究,并依照產(chǎn)業(yè)鏈各環(huán)節(jié)進(jìn)行詳細(xì)分析。同時(shí),本文采用波特五力模型對(duì)“全產(chǎn)業(yè)鏈”管理模式的競(jìng)爭(zhēng)力進(jìn)行邏輯分析,得出此管理模式在價(jià)值創(chuàng)造上的優(yōu)勢(shì)和創(chuàng)新性以及實(shí)用性。另外,本文對(duì)我國(guó)體育用品產(chǎn)業(yè)知名企業(yè)的產(chǎn)業(yè)鏈管理模式進(jìn)行分析并找到欠缺所在,結(jié)合我國(guó)體育用品產(chǎn)業(yè)發(fā)展的現(xiàn)狀,在“全產(chǎn)業(yè)鏈”管理戰(zhàn)略的基礎(chǔ)上提出有參考價(jià)值和針對(duì)性的發(fā)展建議。本文研究?jī)?nèi)容主要包括以下幾部分:一、研究我國(guó)體育用品產(chǎn)業(yè)發(fā)展現(xiàn)狀及特點(diǎn)二、研究歸納迪卡儂“全產(chǎn)業(yè)鏈”管理模式的特征、競(jìng)爭(zhēng)力三、運(yùn)用波特五力分析模型研究迪卡儂“全產(chǎn)業(yè)鏈”管理的競(jìng)爭(zhēng)優(yōu)勢(shì)四、與我國(guó)體育用品企業(yè)管理模式及績(jī)效的對(duì)比分析本文研究結(jié)論如下:(1)我國(guó)體育用品行業(yè)現(xiàn)狀主要為:企業(yè)規(guī)模小、創(chuàng)新能力差、品牌影響力低、產(chǎn)品競(jìng)爭(zhēng)能力有待提高,體育用品企業(yè)產(chǎn)業(yè)鏈管理模式較為單一,多數(shù)企業(yè)尚未走出貼牌加工的初級(jí)階段,品牌效益不明顯。近幾年,我國(guó)體育運(yùn)動(dòng)行業(yè)熱潮高漲,“全民健身”、“大眾健身”等熱潮不斷涌現(xiàn),體育運(yùn)動(dòng)行業(yè)也得到了國(guó)家決策層的大力支持,未來的十年將成為我國(guó)體育用品行業(yè)發(fā)展的黃金十年。(2)體育用品行業(yè)“全產(chǎn)業(yè)鏈”管理集運(yùn)動(dòng)用品及服裝服飾的設(shè)計(jì)、研發(fā)、生產(chǎn)、物流、品牌營(yíng)銷、零售、售后服務(wù)于一體,為企業(yè)組織起一個(gè)高效反應(yīng)、迅速調(diào)配的彈性供應(yīng)鏈,全產(chǎn)業(yè)鏈模式將企業(yè)需要解決的各種問題分散在產(chǎn)業(yè)鏈各環(huán)節(jié),并及時(shí)依次處理,能夠最大限度的提高企業(yè)經(jīng)營(yíng)效率、減少商品成本,使企業(yè)更加靈活地應(yīng)對(duì)市場(chǎng)和行業(yè)變化,增強(qiáng)企業(yè)競(jìng)爭(zhēng)力和品牌影響力。成熟的全產(chǎn)業(yè)鏈管理模式的核心競(jìng)爭(zhēng)力明顯,很難被其他企業(yè)復(fù)制和超越。迪卡儂“全產(chǎn)業(yè)鏈”管理的模式作為“全產(chǎn)業(yè)鏈”管理成功應(yīng)用的案例代表,其競(jìng)爭(zhēng)優(yōu)勢(shì)在中國(guó)體育用品行業(yè)明顯。(3)中國(guó)本土的體育用品企業(yè)應(yīng)在市場(chǎng)定位、設(shè)計(jì)研發(fā)、供應(yīng)商關(guān)系管理、零售渠道控制及體驗(yàn)經(jīng)濟(jì)等多方面向迪卡儂體育用品有限公司學(xué)習(xí)。本土企業(yè)應(yīng)加強(qiáng)產(chǎn)品研發(fā)能力,持續(xù)不斷的向市場(chǎng)輸送高科技含量的最優(yōu)性價(jià)比產(chǎn)品,以滿足不同運(yùn)動(dòng)等級(jí)的消費(fèi)者的運(yùn)動(dòng)需求;精準(zhǔn)定位細(xì)分市場(chǎng),為不同類型的運(yùn)動(dòng)愛好者提供專業(yè)服務(wù);完善供應(yīng)商合作關(guān)系,提高供應(yīng)鏈彈性、縮短產(chǎn)品交貨期,提高物流配送能力;強(qiáng)化零售渠道控制,改善門店形象及陳列管理,提供店內(nèi)店外運(yùn)動(dòng)體驗(yàn);組合多種營(yíng)銷模式,強(qiáng)化品牌形象及售后服務(wù)。
[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.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.8

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