On Value Chain Reconstitution Of 361 Degree

Sport industry is deemed a sun-rising industry nowadays,which is undergoing a new round of growth,benefiting from the improving of people’s living standard and the rising of public fitness rush.The industry includes sport service industry and sport goods industry.The object of this study is 361 Degree,a well-known sport goods company in Chinese domestic market.The company is listed on the Hong Kong stock market,with its annual revenue around CNY8 billion,ranking third in the domestic sport goods industry.The research project of this essay is Reconstitution Analysis on the Value Chain of 361 Degree.With the changing of competition environment,the buyer’s market pattern has become conspicuous in the industry.Traditional value chain management has gradually lost its superiority in the competition,and it cannot satisfy the company’s demands of new competition strategies.Thereof,the research attempts to reconstitute the company’s value chain based upon its competition strategies and the improving of customer value.The essay contains three parts,five chapters.The first part(Chapter 1)mainly gives the background of the research by analyzing the development trend of the industry,which clearly identifies the opportunities and challenges faced by the company.It also has a detailed introduction to the study object and methodology of the study in this part.The second part(Chapter 2)contains relative involving theories during the research process,including theories of value chain management,core competition and customer value management.Chapter 3&4 are the third part,also the heart of this essay.Comprehensive analyses are developed in this part,including on the original value chain of 361 Degree,value chain management model of the industrial benchmarking company and two patterns of the most advanced business model in this industry.These analyses come to the conclusion of the reconstitution of 361 Degree value chain which is oriented to customer value management,as well as give extend on key elements in the implementation of reconstitution.The last chapter gives a summary to the research frame,process and conclusion of this essay.