D Sports Apparel Company Development Strategy Study

Experienced a rapid growth brought by the2008Olympic Games,China sporting goods industry shift from a high growth rate to the growthrate stable period, gradually shifting from growing to maturity over theindustry slow growth, increased competition, industry concentrationgradually increase. The industry is facing reshuffle. In this case, thecompanies are thinking about the future direction of development of thecompany, ways and means to achieve their goals, and how effective thebusiness enterprise, win the favor of the market. Therefore, how todevelop effective strategies becomes an important issue.This paper selects a representative Jinjiang sports shoes&clothesenterprises--D as research object. Since the reform and opening up, after20years of market baptism, this enterprise has developed from dozensemployee of small factories to the present scale of thousands of people,with a hundred million brand value. In the increasingly fierce marketcompetition, the D enterprise urgently needs a set of systematic andscientific strategy for the company’s long-term development. Suchenterprises are the backbone of China’s private real economy, and also theseeds of hope for the future of national brands.Focus on the management issues, as well as the development of theindustry trend, on the basis of the comb corporate strategic objectives,this paper designed D enterprise development strategy. In researchprocess, mainly with interviews, induction, and comparative analysis ofresearch methods, study and compare a variety of strategic analysismethods, select the PEST, SWOT and value chain analysis tools, athorough analysis of enterprise and industry of the status quo, after thecompetition and other proposed strategic planning, given the strategicpositioning and strategy through the Balanced Scorecard specific goalsbroken down into four aspects of strategic implementation of the securitysystem and related recommendations. The sports industry is a global industry, and very intensecompetition from international brands. To help local enterprises to learnthe advanced experience from foreign countries, to improve theircompetitiveness, and create the national brand, so as to enhance China’seconomic capacity，it is the positive significance of this paper.