Research On Strategic Cost Management Of Anta Sports Based On Shank Model

In today’s increasingly globalized economy,with the penetration of foreign sporting goods enterprises,the rise of domestic sporting goods enterprises,China’s sporting goods enterprises have been facing a huge change in the market economic environment,sporting goods market competition is increasingly fierce.At the same time,in the land,labor,raw materials and transportation costs are rising,China’s sporting goods enterprises cost dividend gradually disappear,to cheap production factors as the main driving force of the operating model needs to be improved.In this case,how to effectively reduce the cost of investment through scientific cost control program,improve operational efficiency,enhance competitiveness is the future development of all sporting goods enterprises in China must think about the reality of the problem.In the 1980 s,in order to meet the needs of both strategic planning and cost management,strategic cost management came into being as a new type of cost management,whose core concept is that the specific measures of cost management should be adapted to the overall strategic objectives of the enterprise and serve the strategic development needs of the enterprise.Under the fierce market competition,in order to cope with the unfavorable situation of rising costs,the implementation of scientific strategic cost management to effectively reduce operating costs and establish competitive advantages is an inevitable choice for sporting goods enterprises in China.Based on the strategic cost management framework of Shank model,this paper takes Anta Sports Products Limited(hereinafter referred to as "Anta Sports"),a leading sports goods company in China,as the research object to conduct a strategic cost management study.Using the research methods of literature,expert interviews,field research,logical analysis,this paper analyzes Anta Sports’ strategic cost management from three aspects: value chain,cost drivers,and strategic positioning,and proposes a strategic cost management plan to meet Anta Sports’ long-term development goals.This paper argues that the implementation of strategic cost management is an inherent need for the development of sporting goods enterprises in China.Through the strategic cost management analysis framework,this paper deeply explores the value chain,cost drivers and strategic positioning value-added and weak points of Anta Sports,provides directional guidance for the enterprise’s cost optimization behavior,and formulates the following strategic cost management plan for it,which can also provide reference implications for domestic sporting goods enterprises of the same type:(1)strengthen value chain integration and improve overall operational effectiveness:ensure innovation and R&D investment,follow the real market demand,optimize supply chain structure governance,and properly deal with industry competition;(2)pay attention to cost motivation control and make full use of existing resources:suspend the process of multi-brand acquisition,cultivate the cost awareness and comprehensive quality of employees,and adjust the layout of future industrial park planning;(3)clarify the strategic positioning of the enterprise and firm strategic cost management objectives: establish the concept of differentiated strategic cost management,shape the strategic cost management culture,and constructing strategic cost management evaluation system.