| With the development of society,people’s life quality has been improved a lot.More and more people realize that health and sports is so important and necessary in their lives and doing physical exercises become part of people’s normal lives.Young people even think of sport as a fashion.With the continuous surge of people’s sports enthusiasm,the sporting goods market has also ushered in a round of development climax.However,with the increasing competition in the industry,how to find the competitive advantage and stand out in the competition is an urgent problem for the sporting goods enterprises.Jingsu company is an American company that has been established for nearly 50 years.It has rich experience in sports products industry and has achieved good results.However,Jingsu company has tremendous pressure on business development facing the increasingly fierce market competition.This paper firstly introduces the competitive strategy and the niche of enterprise theories,and then illustrates the history and present situation of Jingsu company.Then,the external environment of Jingsu company is checked by PEST model,five-force model and enterprise niche theory.WE compares horizontally to 6 well-known sports companies in to know the enterprise niche of Jingsu company and the fierce external competition factors;then,according to the management status of Jingsu company,the financial standing,and the internal factor evaluation of IFE,the present situation of Jingsu company is analyzed,and the existing problems of the existing competition strategy are studied;then,based on the corporate niche performance model and the niche factor model we design the competitive strategy for Jingsu company which will help promote the niche of Jingsu company and sustain the competitive advantage in the long-term market competition in order to achieve the strategic goal.Finally,the concrete implementation measures,steps and conditions guarantee of the new competition strategy are explained. |
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