Study On The "Integrated Industrial Chain" Management Model Of Decathlon And Proposals It Have For Domestic Sports Goods Enterprises

This essay is based on the theory of industrial chain integration.By using the current situation of the development of China's sporting goods industry as objective,this essay analyzes objectives,composition and characters of the "Integrated Industrial Chain" management strategy of Decathlon Co.,Ltd.from the industrial chain management's point of view combining with the current situation of China's sporting goods Industrial,detailed analysis is made according to the different industry chain links.At the same time,this essay uses the Porter five force Model to analyze the competitiveness of the "Integrated Industrial Chain" management mode,and draws the advantages and innovation of the "Integrated Industrial Chain" management model in value creation and practicality.In addition,this paper analyzes the industrial chain management mode of some of the well-known enterprises in China's sporting goods industry and finds out the current need-to-improve points.Based on the present situation of the development of sporting goods industry in China,the paper puts forward the development proposals in reference value in the "Integrated Industrial Chain" management strategy.The main contents of this paper include the following parts:First,the study of the development status and characteristics of China's sporting goods industry;Second,study and summarizes the characteristics of the management model of the "Integrated Industrial Chain" of Decathlon;Third,using Porter's five-force analysis model to study the competitive advantages of Decathlon's Decatur's "Integrated Industrial Chain" management model;Fourth,comparison with the business management model of China 's sporting goods enterpirse and performance analysis.The conclusions of this paper are as follows:(1)the current status of China's sporting goods industry mainly are: small-scale enterprises,poor innovation capability,low brand influence,and product competitiveness to be improved;the industry chain management model of China's sporting goods industry is quite single,most enterprises have not yet come out of the initial stage of OEM processing,thus brand benefits are not obvious.In recent years,China's sports industry begins to boom,"national fitness","public fitness" and other upsurge constantly emerge,the sports industry has also been strongly supported by national decision-making level,the next decade will become the golden period of China's sporting goods industry.(2)The "Integrated Industrial Chain" management model combines sporting goods and clothing apparel's design,research and development,production,logistics,brand marketing,retail and after-sales service in one,and organizes a highly efficient response,rapid deployment's flexible supply chain for enterprises,and the "Integrated Industrial Chain" model can solve the various problems scattered in the industrial chain links,and make timely processing to maximize the efficiency of enterprises to reduce the cost of goods,and to enable enterprises to more flexible response to market and industry changes,thus enhance the competitiveness of enterprises and brand influence as well.Mature "Integrated Industrial Chain" management model has obvious core competitiveness,it is difficult to be copied and beyond by the other enterprises.Decathlon's "Integrated Industrial Chain" management mode,as a successful application of the "Integrated Industrial Chain" management model,has significant competitive advantage in the China's sporting goods industry.(3)China's domestic sports goods enterprises should learn from Decathlon in the process of market positioning,design and development,supplier relationship management,retail channel control and experience economy and other aspects.Local enterprises should strengthen the product research and development capabilities to continuously delivery high-tech content of the best cost-effective products to the market to meet the different demand for different sports level consumers;precisely position market segments,provide professional service for different types of sports enthusiasts;improve the relationship between suppliers to improve supply chain flexibility,shorten product delivery time,improve logistics and distribution capabilities;strengthen the retail channel control,improve the image of the store and display management,provide store experience;make combination of a variety of marketing models,strengthen brand image and after-sales service.