Study On The Competition Strtegy Of ZK Company

With the vigorous development of outdoor sports in our country,the outdoor sports goods industry has also led to rapid growth,while the industry is full of various competitions and challenges.ZK company is a processing textile enterprise engaged in outdoor products labeling and substituting.At the same time,it also takes into account the production and manufacture of outdoor products of its own brand.In recent years,ZK Company has developed rapidly,but with the global economic crisis affecting all sectors of the company has also given ZK greater operational pressure,so how to deal with the external situation,reform and innovation,access to sustainable competitive advantage has become a major problem facing the company.Faced with the cruel competition in the industry,ZK must find its own position,analyze its own characteristics and external environment in detail,and carry out a drastic strategic change.Based on the current external environment of ZK company,this paper analyzes the competition strategy of ZK company in detail,aiming to make ZK company stand out in the fierce competition environment.Firstly,this paper analyzes the current external environment of outdoor products industry,as well as the external competition factors faced by ZK company,and analyzes the impact of the current domestic and foreign economic downturn on ZK company.From the two aspects of theory and practice,it expounds the theoretical and practical significance of the research.The definition of strategy management and the research progress of experts at home and abroad are summarized.The PEST,Porter’s Five Forces Model and SWOT model are also introduced to support and pave the way for the follow-up research.Then the author uses three theoretical models to analyze the external environment of ZK Company and its own strengths and weaknesses,opportunities and threats,and makes a choice for the strategic choice of ZK Company,that is,the strategic model of combining centralized strategy with differentiated strategy to provide personalized customers for high-end customers.External sports products.In order to ensure the implementation of the strategy,the author in the seventh chapter introduces the relevant safeguards to ensure the implementation of the strategy of ZK company:strengthen the construction of independent brands,expand the channels of independent brand marketing,improve the influence of the brand,and do a good job of risk prevention and control measures and other related safeguards.