| With the rapid development of the globalization of the world economy,the increasing diversification of sports programs and the universal popularity of sports in the world,the sports industry is becoming one of the most promising and promising emerging industries in the world.For the United States,where the sports industry is more developed,the sports industry has become a new growth point for the US national economy.The profit of the sports industry is also constantly improving.In 2015,the added value of its sports industry was 500 billion US dollars,which is the output value of its film and television industry during the same period.Seven times as much as the output value of the automobile industry in the same period,which also shows that the sports industry is a growth industry in various industries in the United States.In the international sporting goods manufacturing industry,the sporting goods manufacturing industry in the developed countries such as the United States occupies the OBM segment,and brand manufacturing has advantages.DM Sporting Goods Co.,Ltd.is a Dallas company specializing in R&D,production and sales of new multi-functional sports mats.The company was founded in 1996.Under the condition of understanding the characteristics of traditional products and customers' upgrade requirements,DM Company has developed a new type of roll-to-roll.Sports mats,new roll mats break the traditional flat block form of flat motion mats to meet the needs of customers' individualized and customized.DM's new rollable sports mats are gradually recognized by the industry and customers in the market.The popularity has also been continuously improved,and its innovative technology,sales and brand promotion have become the core competitive advantages of DM companies.In the process of continuous development and expansion of the company,the acquisition of SWAIN,a sports company of well-known judo athletes in the United States,has made new products stand out in the field of professional competitions and has been gradually recognized.In the process of continuous international market expansion,we seize the opportunity of global sports development in China.Established a joint venture company to focus on the global business of sports mats.DM is committed to being the most professional sports mat leader in the world.DM Sporting Goods Co.,Ltd.is the epitome of the specialized strategic enterprise types in the sports manufacturing industry in the international market.With the innovative patent technology as the leading and specialized market,the unique products have gained market recognition and formed a new product model.Entering different sports fields plays an important role in the competition.At present,in the sporting goods market,traditional products are widely used and the market is mature.How to find a way out for innovative products and how to gain competitive advantage in the increasingly fierce competition of peers has become a realistic problem to be solved.On the basis of analyzing the internal and external environment of the enterprise,the paper chooses the competitive strategy of the long-term development of the company and proposes corresponding implementation and safeguard measures,which has certain theoretical and practical significance.Through in-depth study and research on professional strategic management knowledge,this paper discusses the development of corporate strategic theory and competitive strategy theory,and summarizes three competitive strategies of today's enterprises.This paper uses PEST to analyze the external environment of DM company,summarizes the external factor evaluation matrix,uses the Porter model to analyze the competitive structure of the sports pad industry,summarizes the internal value chain of DM company,and establishes the internal factor evaluation matrix.Through the detailed internal and external environmental analysis of DM Sports Company,the SWOT analysis model is established,and it is concluded that DM enterprises have a good external environment and should adopt a growth strategy.This paper finally determines the differentiation strategy as the first choice for the DM company's new product competition strategy.It elaborates the implementation of the differentiated competition strategy from the perspectives of brand differentiation,product differentiation and service differentiation,and proposes the implementation guarantee of the differentiated strategy. |
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