Research On Development Strategy Of Anta Sports Products Company

Sports industry,as a sunrise industry in China,has broad prospects for development and development potential.In recent years,the country has attached great importance to the development of the sports industry in our country,and has introduced a number of policies and measures which are conducive to the development of domestic sports industry,making all the companies in the industry face an optimistic opportunity for development.In the past decade,a number of famous sports brands have appeared in China.As one of the earliest brands in China,Anta has been concerned by various companies in the industry.The development mode of Anta also provides an example for the development and construction of other sports brands in China.This paper briefly reviews anta's development history and existing strategies,analyzes and discusses the external and internal strategic environment of Anta Sports Products Limited by means of various analytical methods.First,the PEST analysis method and Potter's five force analysis method are used to analyze the external environment of Anta sports,and then the external environment evaluation matrix is used to make a comprehensive evaluation.For the internal environment of Anta,many factors such as the company's distribution network management,supply chain management,brand management,marketing management,product development and human resources,financial status,etc.Then,the internal environment evaluation matrix is used to make a comprehensive evaluation of Anta's internal strategic environment.Through the above analysis of the external and internal environment,we get the advantages and disadvantages of Anta,and the opportunities and threats faced by them.Finally,through the SWOT analysis,we can get the alternative development strategy of Anta company,such as expanding the sponsorship resources,strengthening the brand influence,strengthening the capital operation and capital liquidity,expanding the productivity,setting up its own brand personality and making reasonable use of the preferential policies of the country.The article provides a reference strategy for Anta company: in brand building,strengthen the existing brand building,expand brand influence,enhance the sense of brand name and user stickiness.In terms of company operation,we should strengthen capital operation,create greater value,and make full use of policy advantages to enhance the competitiveness of our company.In the aspect of continuous innovation,we pay more attention to innovation in product research and development and technology research and development,look for new marketing ways and avoid the positive competition in traditional marketing.In terms of product planning and architecture,starting with the price ratio of product structure and product,create its own independent brand personality and offer more cost-effective products to face the consumers in the middle market.This study can provide a reference for the development of other peer companies,and also put forward some practical suggestions for the future development of Anta.It has certain practical value for the enterprise itself and the development of the industry.