The Development Strategy Research Of Anta Company

As Quanzhou local private enterprise, ANTA mainly occupies sporting market,including sports apparel, shoes and other products, engaged in designing,manufacturing, sales, etc. After20years of development, now the anta from areas ofprivate enterprises grow into a type of the influence of national marketing enterprisegroup. The annual sales of ANTA Company has been surpassed Li Ning Company in2011,ANTA Company keep the first for11years in the share of the footwearcommodity market of China,it has become a true "hegemony". In recent years, withthe rapid growth of Anta, total sales of enterprises increased year by year, sales isexpanding and the enthusiasm of the staff is rising, in this period of rapid growth of abusiness, how to develop a business development strategy related to the ability of thebusiness glory, the future and destiny of the enterprise, so it is a major problem forenterprise to be considered.Based on a brief review of strategic management theory, the article clarify thebackground and significance combined with the ANTA company’s own practice, andestablished the research idea and the framework of this paper further. Firstly, thearticle identified the key factors which affecting the future development of enterprisesand the future development orientation of the enterprise on the basis of the internaland external environment. Then identify the enterprise’s competitive advantagethrough SWOT which means analysis, weaknesses, opportunities and challenges,after that lists the four strategic model of enterprise development and discuss thefuture development of Anta.The development strategy research of the company of Anta has important practicalsignificance, a successful strategy development paradigm for the Chinese sportinggoods company with a certain reference, and also provides some reference to Antaand other local sports brand on the international road and the ascension of theinternational competitiveness.