The Differentiation Strategy Study Of China’s Sports Goods Enterprises

After the Beijing Olympic Games, China’s sports career and sports market usheredin a hitherto unknown full activation of sports in our country, with thesocialization and industrialization of continuously thorough, more and more peopleare willing to participate in sports in the past, and purposeful, selectively addedto the appropriate sports project to. With the rapid growth of our national economy,the improvement of living standards, people’s requirements for quality of life andgrow with each passing day, which brings huge market demand for the sporting goodsindustry in china. At the same time, the choice of sports activities are also moretargeted--professional, comfortable, durable is the first choice of sportsproducts. Therefore, the future of China’s sports goods enterprises should applythe innovation of science and technology and material technology perfect to be insports products to win more market share.At present, China is the world’s largest production base, accounting for65%share of global sporting goods. But with the arrival of the economic globalization,all kinds of foreign brands to enter the Chinese market, various defects andweaknesses existing in Chinese local sporting goods enterprises is increasinglyrevealed. Small scale enterprises, products with low technological content,technology innovation ability is weak and so are the Chinese sporting goodsenterprises fatal, if do not strive for breakthrough and innovation, China sportinggoods market in the future may be occupied by foreign sports brand. The purpose ofthis study is to solve the existing problems of our sports goods enterprises in theirown development and foreign competition, the strategic plan for their owndevelopment for China’s sports goods enterprises to develop, in order to clear thefuture of China’s sports goods enterprises direction.In this paper, using the method of literature, logical analysis, expertinterview, on the existing problems in Chinese sports enterprises are discussed andanalyzed, through in-depth understanding, comparing their differences, the establishment of a "differentiation strategy" form, different from the products,brands, channels and other aspects analysis for its own development direction, soas to provide reference for the future development of Chinese sports enterprises.A case study of Anta Sports Products Limited, the empirical analysis of sports goodsenterprise strategy, bring the realistic basis for the paper.