Research On Suning Sports Business Model In The Development Of China's Sports Industry

As one of the most promising industries in China,the sports industry has broad development prospects and development potential.In recent years,the state has paid more and more attention to the development of China' s sports industry and has introduced a number of policies and measures that are conducive to the development of the domestic sports industry.Under the background of favorable economic and social environment,the powerful Internet and commercial enterprise giants have set foot in the sports industry and strived to find a way to develop the sports industry efficiently,and tried in various fields of the sports industry.This paper takes Suning Sports' business model as the research object.Through the literature data method,case analysis method,SWOT analysis method and logic analysis method,the layout of Suning Sports in seven aspects was analyzed.Suning Sports takes football as the core,the seven aspects are club operations,event copyright operations,sports training,sports media,sports data,sports retail and sports real estate development.Through the Osterwalder business model analysis method,the business model of Suning Sports was constructed from the nine elements of value proposition,customer segmentation,channel access,customer relationship,key business,core resources,important cooperation,cost structure and income source.Finally analyzed the strengths,weaknesses,opportunities and threats of Suning sports'development through the SWOT analysis method and gave corresponding strategies.The main conclusions of this paper are mainly three points,1.Suning Sports actively carries out the sports industry layout according to the national strategy and has gradually built a complete sports industry chain management system;2.Suning Sports has a reasonable business model structure and still has space for improvement,which is characterized by a multilateral platform business model,a free and paid business model and an open business model;3.Suning Sports has strengths of high brand visibility,large platform,rich resources,and it has opportunities of policy support,economic growth,and increased awareness of mass sports consumption,and it also has weaknesses of high cost,high cash flow pressure,and unreasonable management system,apart from this,it has threats of incomplete laws and regulations,intense industry competition.In response to the above analysis,four suggestions were put forward:1.Seeking government support and expanding cooperation models;2.Optimizing business models and doing risk aversion;3.Cultivating local competitions and equal emphasizing on assets and operations;4.Building with the power of technology and constructing smart sports.