Research On Strategic Transformation And Performance Evaluation Of Sporting Goods Enterprises

Under the support of national policies and the guidance of the international sports boom,the sports industry is now in full swing as a industry of the national economy.As an important part of sports,with the continuous upgrading and changes of national consumption demand and consumption structure,it is also constantly changing in the steady development for many years.In 2011,due to the retreat of the Olympic boom and the disadvantages of extensive management,the development of the sporting goods industry fell into a low ebb.Many sporting goods companies sought strategic transformation and development to cope with the corporate crisis.Since the implementation of the "single focus,multi-brand,omnichannel" strategic transformation in 2014,Anta has actively carried out strategic transformation work,leading the company to successfully walk out of the crisis and have a leading position in the industry.Therefore,this paper selects Anta as the case study object analyzes its strategic transformation motivation and transformation path,and evaluates its strategic transformation effect.This paper adopts the method of combining literature research and case investigation to study the case of Anta’s strategic transformation.Firstly,the domestic and foreign research literatures related to strategic transformation and performance evaluation are sorted out,and the research theories such as strategic management and the balanced scorecard are deeply understood.Secondly,it summarizes the development history of my country’s sporting goods industry and the strategic transformation of sporting goods enterprises.Thirdly,this paper analyzes the strategic transformation process of the case object Anta in detail,introduces the general situation of Anta’s enterprise development;uses the SWOT model to summarize its strategic transformation motivation;analyzes the specific implementation path of Anta’s strategic transformation from the two dimensions of strategic decision-making procedures and strategic content;It makes a comprehensive evaluation of its strategic transformation performance from the four dimensions of the Balanced Scorecard.Finally,through the case analysis of Anta’s strategic transformation,this paper draws the following research conclusions:(1)Anta’s strategic transformation is a long-term development guide formulated after a comprehensive analysis of the external industry environment and internal corporate resources in the face of a development crisis;(2)Anta chooses a reasonable strategic transformation path in terms of strategic decision-making procedures and strategic content around the company’s strategic goals and according to its development needs and resource capabilities;(3)Anta’s strategic transformation helps Anta companies get rid of financial crisis and gradually improve the company’s multi-level corporate governance.Brand matrix construction,improve the efficiency of internal organization and management of enterprises,enhance the professional scientific research ability and information technology level of products,cultivate high-quality management talents,have leading advantages in the industry,and have good potential for future development.This paper also puts forward development suggestions for peer companies from three aspects: strategic transformation timing control,strategic decision-making and transformation process promotion based on their successful transformation experience.