Case Analysis Of Chinese Sports GoodsPublicCompanies’ Development Strategy

With consuming population increment and life quality enhancement, the sports goods marketing get rapidly developed in China-market growth rate is high, market shares keep increasing. More leisure time, urbanization process, more and more important sports events, good achievement of Chinese players promote the above development. Currently, there are more than four hundred outdoor sports brands in domestic marketing and local brands occupied30%. International brands always keep in monopoly position in first line marketing. After financial crisis in2008, there are some changes of this situation. On this competition background, the writer takes local sports goods public companies as study objects, try to find the successful experience and failure on their development strategy setting to provide inference for other companies so that they can enhance competition capability and internationalized local brands.The writer looks back related theories and documents, adapts theory and methods of management science, focuses on actual evidence, and combines regular study and evidence study. First collect related theory files through documents collection, then picks five samples of public companies according to the files collected as case study and analysis basis. The creation point of this paper is study on multi-samples.After sample-selection, the writer concludes that the current macro-economy situation is good, and the forehead of trade increment is positive, according to study the outside environment (including macro and external environment). Then, the writer analysis the internal factors of the companies, and find the advantage of cost, price and sales of local brands. But the brand value of local brands is comparatively low, especially compared with international brands. So, after this analysis, the writer thinks the key point to achieve competition advantage of public companies is to pay attention to marketing strategy and brand strategy, add retail sales points, enhance the management level of retail stores, and implement brand strategy, enlarge the goods differentiation and improve the brand image.Through analysis of marketing growth rate, the writer finds with domestic sports goods marketing growth rate gets higher, and marketing shares keeps increasing, and goods quality, technology and design differentiation, more and more companies get into this career. So, since currently the local sports goods trade is in growth period, in this period, goods sales is critical. The companies should reinforce brands strategy, enhance goods brands loyalty, to enhance the entrance protection of sports goods trade.With internet technology popularization, e-commerce developed rapidly. And this provides companies an efficient sales method. Enterprises should catch this chance, make full use of e-commerce sales method, build official internet stores, or cooperate with current e-malls to add sales method and goods capability, to enlarge marketing shares and survive in furious marketing competition.This paper includes three parts and seven chapters. The First part is the background information of this paper. And this part is the basis, especially the forehead in Chapter One. The Second part is study design and case study. This part is the core, including the study design in Chapter Two, outside environment analysis in Chapter Three, internal environment analysis in Chapter Four, and current situation analysis of domestic public companies development strategy. The Third Part is conclusion, including further discussion and analysis suggestion in Chapter Six and the new point of views and disadvantages of this paper in Chapter Seven.