【摘要】：2000~2009年中國體育用品行業(yè)經(jīng)歷了黃金十年的高速發(fā)展(均保持了每年30%至50%的高速增長),形成了一批以李寧、安踏、匹克等為代表的體育用品優(yōu)秀企業(yè)。在2010~2014五年時間里,我國體育用品企業(yè)整體度過了2011~2013年的衰退階段和2014~2015年的恢復(fù)發(fā)展階段。行業(yè)寒冬的局面自2014年底開始好轉(zhuǎn),2014年我國體育用品行業(yè)增加值(運動鞋服及配件等的綜合)達(dá)到2418億元,同比增長15.89%,這是自2011年后首次實現(xiàn)兩位數(shù)增長,展示了作為新興經(jīng)濟體所爆發(fā)的巨大發(fā)展?jié)摿?從數(shù)據(jù)上可以看出:體育用品行業(yè)在經(jīng)受一股寒潮洗禮后迎來發(fā)展良機,呈現(xiàn)出整體強勢復(fù)蘇、重回快速增長軌道的態(tài)勢。隨著國家政策的大力支持、居民經(jīng)濟實力的提高和體育消費意識的提升,在未來,我國體育用品企業(yè)的發(fā)展將會越來越好。本論文以文獻資料法、數(shù)理統(tǒng)計法、對比分析法和綜合分析法為主要研究方法,以我國五家在港上市體育用品企業(yè)的發(fā)展作為研究對象(五家企業(yè)分別為:安踏、李寧、361度、匹克和特步),通過運用SWOT分析法深入研究分析,提出了一些具有操作性的建議以供企業(yè)參考,具有一定的研究意義和價值。論文通過應(yīng)用SWOT分析法從優(yōu)勢、劣勢、機遇和威脅四個方面深入分析研究2010~2014年我國五家在港上市體育用品企業(yè)發(fā)展,總結(jié)出優(yōu)勢是:回暖期中業(yè)績耀眼、多品牌戰(zhàn)略實施、贊助資源優(yōu)勢多;劣勢是:傳統(tǒng)渠道模式不利、研發(fā)成本投入不足、平均存貨周轉(zhuǎn)日數(shù)長;機遇是:國民經(jīng)濟發(fā)展穩(wěn)定、線上經(jīng)濟增長快、細(xì)分市場發(fā)展空間大、國家政策積極支持等;威脅是:人力成本增加、競爭對手實力強大,總體來看,我國五家體育用品企業(yè)發(fā)展優(yōu)勢多、劣勢少、機會大于威脅,發(fā)展前景好。此外,論文中還分別從SO戰(zhàn)略、WO戰(zhàn)略、ST戰(zhàn)略和WT戰(zhàn)略四個角度提出相應(yīng)地對策,具體是SO戰(zhàn)略:提升細(xì)分市場份額、轉(zhuǎn)向零售導(dǎo)向模式、提高導(dǎo)購業(yè)務(wù)能力、提高體育贊助效果;WO戰(zhàn)略:貼近消費者喜好、主打大眾市場;ST戰(zhàn)略:緊密溝通分銷商、品牌文化特色化;WT戰(zhàn)略:渠道模式扁平化、品牌推廣深入化。最后結(jié)合全文,從加快市場反應(yīng)、合資擴大企業(yè)效益、加大研發(fā)投入和線上線下協(xié)同發(fā)展四個角度提出建議。希望我國體育用品企業(yè)能充分發(fā)揮自身優(yōu)勢,抓住發(fā)展機遇,主動迎接市場挑戰(zhàn),加以改善不足之處,不斷提高市場競爭力,同時也期望本論文能為我國在港上市體育用品企業(yè)更好地發(fā)展提供參考依據(jù)。
[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.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F426.8

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