| Nowadays, explosive development is being achieved in science and technology. Insuch an era, global economic integration is being constantly facilitated, whilepeople’s consumption needs are becoming personalized and diversified. Thus,corporate external environment gets complex, changeable and unpredictable.Meanwhile, the competition among enterprises becomes increasingly fierce.Under such complicated dynamic environment, how to carry out strategicmanagement is an urgent problem to be solved for enterprises. Aiming at themost representative PS enterprise in Chinese sportswear retail industry, thispaper analyzes strategic problems that have emerged during the development ofthis enterprise and makes following conclusion. Strategic transformation issupposed to be the dominant idea for strategic management of Chinesesportswear enterprises.During case analysis, current competition environment and development trendof Chinese sportswear retail market are analyzed to strategically perceive the PSenterprise, for the purpose of determining time and direction of its strategictransformation. Then, optional strategies are exemplified by SWOT analysis incombination with theories about corporate value chains by analyzing PSenterprise’s competitive advantages and disadvantages. Strategic choices aremade according to development tendency of external environment andfundamental principles for maintaining corporate sustainable development.Furthermore, it is proposed that it is important for Chinese sportswear retailersto incorporate risk management into their strategic management system. Finally,this paper analyzes possible problems that would appear during PS enterprise’sstrategic implementation and puts forward corresponding solutions. Besides,some mainstream methods for strategic changes and strategic implementationhome and abroad are summed up, in hope of integrating theories with practices,so as to provide Chinese sportswear retailers with constructive, strategic andpractical models. |
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