迪卡侬体育用品公司竞争战略研究.doc

迪卡侬体育用品公司竟争战略研究摘要越来越多的企业家意识到,是否有正确的企业战略和有效的战略管理,已成为决定企业成败的重要因素之一。本文应用波特( PORTER )教授的竞争战略理论对体育用品业的竞争进行分析,并具体研讨了迪卡侬( DECATHLON )体育用品公司竞争战略选择的背景及依据,提出了具体实施建议,给国内的同行业以启迪与借鉴。本文第一章阐述了竞争战略的涵义、作用及主要理论。第二章阐述了体育用品业的现状与行业竞争& 第三章阐述了 DECATHLON 公司的历史、组织结构、业务现状、发展及竞争优势与劣势。本文第四章结合 DECATHLON 公司核心能力分析,具体阐述了其差异性竞争战略——具体表现为供应链整合、品牌与创新战略选择的背景及依据,并提出了具体的实施建议。差异性竞争战略的核心在于全面提升价值链,力争在产品与服务上创造更多的差异性。关键词:竞争战略,供应链整合,品牌,创新 PETITIVE STRATEGY STUDY OF DECATHLON SPORTS GOODS GO, LIMITED ABSTRACT More and more entrepreneurs aware that it is the one of the most important factors leading to ess that setting up the suitable strategies and mastering the relevant strategic management effectively and efficiently* This article intends to analysis petitive strategies of sports goods trade by Porter ’s theory , illustrates the selection and execution petitive strategies by DECATHLON Sports goods Ltd +* The author would like our domestic sporting panies may benefit from this article by extracting the experience of DECATHLON* The 1st chapter elaborates the definition, purpose and the main theory petitive strategy* The 2nd chapter analyses the general environment, petition situation of sports goods trade. The 3rd chapter elaborates the history, organization structures, the main business, the advantage and disadvantage of DECATHLON* The 4th chapter, integrating with the core ability of DECATHLON, elaborates the background and foundation of petitive Strategies: 氺 Supply chain integration Strategy 氺 Brand Strategy * Innovation Strategy the author also gives her execution advice of petitive Strategies of DECATHLON* The core of petition strategy is to improve the value chain and be different with petitors on products and services as much as it can. KEYWORDS : competitive strategy, supply chain integration, brand t innovation 上海交通大学学位论文原创性声明本人郑重声明:所呈交的学位论文,是本人在导师的指导下, 独立进行研究工作所取得的成果。除文中己经注明引用的内容外, 本论文不包含任何其他个人或集体己经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体,均己在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。上海交通大学学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学