Financial Strategy Research Of ANTA Sports From The Perspective Of Brand Competitiveness

As a department of national economy,sports industry is similar to other industries in paying attention to market efficiency and economic efficiency,but different from other industries in that its important function is to improve the physical quality of residents and stimulate the national spirit.Sports are regarded as a reflection of life style,especially when China’s economic level and living standard are improved and people begin to pay attention to health,the demand of mass sports will accelerate the development of sports industry.In the market demand,many sports shoes and clothing enterprises emerge,but in the fierce competition of globalization,can continue to survive in the market must have a good brand competitive advantage.Anta Sports,as a modern comprehensive sports goods enterprise,is the leader of Sports shoes and clothing industry in China.Through studying the measures and strategies of anta’s financial strategy in the process of improving brand competitiveness,we hope to provide some experience for other enterprises to obtain brand competitiveness.Through the analysis of domestic and foreign scholars on brand competitiveness and the related research of financial strategy,the brand competitiveness and financial strategy related theory,then introduce anta sports achievement process of brand building and brand,operating environment of external and internal factors of SWOT analysis,PEST factors found anta sports brand competitiveness has a positive role on the development of the enterprise.Anta competitiveness in the market have a certain brand,want to understand anta in the process of gradually enhance the brand competitiveness of financial strategy is how to layout,thus collected anta sports in all kinds of data and financial data from 2013 to2020,for financing,investment,operation and dividend distribution strategy implementation is analyzed,and then to specific analysis of the effect of each strategy.Due to the enterprise strategy implementation,the financial strategy is the specific strategy is to cooperate with each other to adjust,so the building enterprise financing,investment,operation and strategy of dividend distribution of various index system,combining the entropy value method to appraise the overall effect of the implementation of the strategy of its financial,it is concluded that cooperate with each other in financial strategy effect under the overall score is rising steadily.Finally,the value created by the financial strategy implemented by Anta sports is measured as a whole.By calculating the economic added value in recent years,it is concluded that Anta sports has achieved value creation.Based on the analysis of financial strategy from the perspective of anta sports brand competitiveness,several conclusions are drawn: first,improving brand competitiveness can achieve economic growth;second,a good financial strategy can promote brand competitiveness;third,improving brand competitiveness contributes to the creation of enterprise value.And according to the case,put forward some enlightenment: first,need to combine financing,investment,operation and dividend distribution strategy,multi-strategy coordination,in order to enhance the competitiveness of the brand;Secondly,with "R & D+ design + marketing" as the core,to promote the sales growth of enterprises,to enhance brand awareness;Finally,it is necessary to enter the subdivided field of the brand industry and enhance the brand competitiveness through a variety of ways to improve the market share.