体育用品企业竞争优势研究以迪卡侬为例.pdf

第 21 卷第 6 期2014 年 11 月体育学刊Journal of Physical o v . 2 0 1 4体育用品企业竞争优势研究——以迪卡侬为例张新英1,3,张瑞林2,王先亮15(,山东济南 250061;,吉林长春 130022;,山东临沂 273400)摘要:分析迪卡侬的竞争优势及其优势驱动因素。结果表明:迪卡侬具有成本优势和差异性优势,其成本优势驱动因素主要来源于企业文化、规模经济、价值链活动管理和目标集聚;差异性优势驱动因素主要来源于集团的商业模式、规模经济、价值链活动管理、科学管理方法及集团外部环境优势。给我国体育用品企业的启示:形成竞争优势,需制定企业竞争优势战略;加强对产品价值链活动管理;增强企业研发能力;加强差异化经营,有效实现品牌营销;积极采用先进的科学管理方法;加强企业文化建设等。关键词:体育经济;竞争优势;成本优势;差异性优势;驱动因素;迪卡侬中图分类号:G80-05 文献标志码:A 文章编号:1006-7116(2014)06-0024-06A study of petitive advantages of sports goods enterprises——Taking Decathlon for exampleZHANG Xin-ying1,3,ZHANG Rui-lin2,WANG Xian-liang1( of Physical Education,Shandong University,Jinan 250061,China; Sport University,Changchun 130022,China; Technological University,Linyi 273400,China)Abstract: The authors analyzed petitive advantages of Decathlon and its advantage driving factors, and re-vealed the following findings: Decathlon has cost advantage and difference advantage; its cost advantage drivingfactors e from enterprise culture, scale economy, value chain activity management and objective con-vergence; its difference advantage driving factors e from group business mode, scale economy, valuechain activity management, scientific management methods and the group’s external environmental advantages. In-spirations to sports goods enterprises in China are as follows: peti