Research On Competitive Advantage And Competitive Strategy Of Shandong Luneng Taishan Football Club

Guided by the State Council ’s overall reform plan for Chinese football,the Football Association has launched a vigorous reform and new deal.At the same time,China is about to become the host country of the World Club in 2021 and the Asian Cup in 2023.Such an environment both inside and outside makes China The football circle "Vientiane renewal".Shandong Luneng Taishan Football Club,as a veteran of the Chinese football team,has always been a leader in Chinese professional football clubs in terms of competition results and operation management for a long time.Study its competitive advantages in the current background and the corresponding competition strategy adopted is of great significance for the "Luneng Taishan" club to better adapt to the times,give play to its own advantages,enhance its comprehensive strength,and then achieve the "hundred years club" goal.This thesis uses the literature method,Delphi method,interdisciplinary research method,field investigation method,qualitative and quantitative analysis research methods,through Porter’s competitive strategy theory of competitive advantage,corporate organization strategy analysis tools,value engineering as Theoretical basis.First,analyze the external macro environment,industrial environment,and market environment of Shandong Luneng Taishan Football Club to obtain the opportunities and threats it faces,and then combine the expert score table to build an external factor evaluation matrix to determine whether the external objective environment is helpful.For its competitive advantage.Next,the relationship between Luneng Taishan’s internal conditions and competitive advantage is studied.In this part,the key value activities are derived through the construction of the value chain,and the key internal influence factors of the Chinese professional football club are obtained through the Delphi method.Luneng Taishan’s scores in these factors refined its internal advantages and disadvantages,built an internal factor evaluation matrix,and then made an overall evaluation of its competitive advantage.In the course of researching the competition strategy of Shandong Luneng Taishan Football Club,this article first based on the internal and external factor evaluation matrices obtained above,and obtained the overall strategy that Luneng Taishan should adopt at the current stage through qualitative analysis of SWOT matrix and quantitative analysis of coordinates.Then rely on Porter’s theory and locate the appropriate basic strategy according to the characteristics of professional football clubs.At the same time,through the analysis of the entire process of Shandong Luneng Taishan’s industrial value chain,it finds out the competitive strategy it has adopted.In the end,using the value engineering method,from the perspective of value maximization and value innovation,it puts forward suggestions for the selection of Shandong Luneng’s competitive strategy.Based on the above research,the conclusions of this article are: the external environment of Shandong Luneng Taishan Football Club is conducive to the development of its competitive advantage;the combination of key factors within Shandong Luneng Taishan Football Club gives it a competitive advantage;Adopt the basic strategy of centralized differentiation;Shandong Luneng Taishan Football Club adopts the vertical integration strategy of value chain extension;Shandong Luneng Taishan Football Club should adopt the overall strategy of strength growth at this stage;Shandong Luneng Taishan Football Club should adopt the value innovation strategy Realize the coordinated development of economic value and social value.