| With the new normal economy and industrial construction adjustment,China sports industry will have a promising future.There are many capital investments in sports industry,for example ?43 billion in 2015,it is necessity for them to find a booming way in sports industry,and the key is to design some good strategies.For this reason,the paper takes LANDER SPORTS DEVELOPMENT CO.LTD.(LANDER for short)as an example to solve this problem.LANDER used to be a real estate enterprise and now it transforms into sports industry as a sports enterprise,however it is difficult to start its sports business successfully in such a circumstance,hence this paper uses literature analysis,field method and case analysis to find out the most suitable way for LANDER to put its transformation strategies into practice.The whole construction of this paper follows the pattern of strategy transformation,including motive,path and performance appraisal.In detail,this paper firstly analyzes China general environment,sports industry and the competition of these capital investments in sports industry;secondly analyzes the internal environment of LANDER;finally puts forward the strategic recommendation and safeguard measure to support this strategy transformation of LANDER.The conclusions are as following:(1)The characteristics of the general environment of China sports industry are as follows: firstly Chinese policies support the development of sports industry vigorously;secondly Chinese society now under the pressure of new normal economy and industrial construction adjustment,the advantages of sports industry,such as increase employments,strengthen industry relevance and convergence,values a lot;thirdly Chinese residents now pay more attention to spirit consumption due to consumption upgrade;finally the growth of technology enlarges the margin of sports industry.(2)The current situation of China sports industry is as following: there are many capital investments to sports industry and many sports events;the development of e-sport is very fast;the convergence of technology and sports is faster and greater than ever.In the future,the development of China sports industry will depend much on corporations;the construction of sports industry will more relay on services than ever;the sports consumers will have much more choices,the relevance of sports industry will become stronger than before.According to the difference of capital sources,the main competitive power in sports industry is divided into three segments: one comes from mass media companies,such as Tencent,Le TV,PPTV,etc.;one comes from enterprise groups,such as Wanda Group,Alibaba Group,etc.;one comes from investment funds,such as sports industry investment fund of China Everbright Group.(3)LANDER is now at the combine point of real estate business curve and sports industry business curve,therefore it is necessity for LANDER to implement the new strategy as soon as possible.Used to be a real estate enterprise,LANDER has enough money flow and rich operational experience of real estate,all these advantages will help the strategy transformation.(4)Faced with the fierce competition and almost the same kind of strategy among companies in sports industry,LANDER should make full use of its resource and advantages to form its core competitiveness.Therefore,the strategic positioning of LANDER should adhere to differentiation strategy for spindle,value chain and industry chain for the wings.LANDER should combine the strength of sports industry and itself,in detail,it should focus much on sports events,sports real estate and “Internet+ sports”.Sports events can affect the development of both sports real estate and “Internet+sports”,in another words,it can form a strategic pattern of “one focus two basic points”.LANFER's differentiation strategy means to establish a different business model to provide happiness and health for customers.Value chain appreciation means to excavate every possible increase factor of profit in it.Industry chain appreciation means to prompt the development of industry integration and industrial cluster by horizontal and vertical expansions,and to increase operation efficiency by providing sports service,integrating industry resources,carrying out equity investment at the same time.(5)In order to put this strategy into practice successfully,LANDER should establish a performance appraisal system,which combines both the strengths of balanced scorecard and key performance indicators.The system's indicator should include four segments as follow: finance,customers,interior operation,creativity and learning.The board of director should measure the performance of the senior executives.This paper points out how to establish and use the performance appraisal of LANDER. |
PDF Full Text Request