Research On Current Situation And Developing Strategy Of Chain Operation Of Well-known Sports Goods Enterprise In China

Although the quantity and the total output of sports goods enterprise in China accounts for a huge part of the worlds', there is long way to climb to the top of tangible sport products country in the field of quality ,brand awareness and sales.In order to reverse this situation,the first thing we need to do is to improve our brand awareness ,international capacity of competition and economic efficiency.Chain operations,enjoys its'scale effect such as research, logistic and sales, is product of large-scale socialized production,which is more beneficial to none chain operation one, and also a effective way to expand market share.The growth of Chain operation company shows a very good trend.Gradually,our well-known sports goods enterprise,as lacking of chain operation professional talents,unify of service standard and management of standard is lower and cannot fully show its' competitive advantages.with research methods like literature research, comparative study, logic analysis, case research,This article,which is aim to offer a complete reference to our well-known sports goods enterprise and help to their development , take an analysis and research to our famous sport companys on their current situation future development strategy and their experience of success and also make respectively suggestions and handle strategies accordingly.According to the analysis,our well-known sports goods enterprise,who take chain operation concept in their consideration,have not only low price advantage,but also larger scale industrial concentration in some area,standard company management and craftily financing experience in the other. Mean while,it also shows some problems,such as short growth time,comparative small scale,low brand awareness,lacking technical innovation,decreasing talents in chain-run company,low standard management,immature sale channels and identical company culture.We also witness good macro economic situation,better consumer's purchasing power and its changing structure and awareness,breeding policy and constantly mature law,and fast development of online and IT.As a result of that,it offer not only a prefect opportunity for our sport good manufactures, but also some challenge like fierce competition and current international financial crisis and trade protection .On the basis of our country's basic situation and company's own current cituationq,bearing international well-known sports manufactures' success experience in mind,suggestion has been given as follows:(1) Using methods like merger ,public financing and small capital operation in order to change our sport manufactures small scale disadvantage.(2)Improving R&D invest,breed new innovation company,concentrate on brand culture cultivation and fully implement sport marketing (3)Strengthening chain operation management channel (4)Enhancing delivery center construction (5)Intensifying chain company's information management (6)Reinforcing scientific and complete human resource management system. (7) Answer the current international financial crisis and trade protection actively.