Research On The Competition Strategy Selection Of RD Sports Goods Company

With China’s economic and social development and the continuous improvement of people’s living standards,the increasing disposable income of residents,the increasing level of consumption,as well as the change of consumerism,people’s lives are constantly extended to the depth and breadth,beginning to pay more attention to the quality of life and quality than ever before,and begin to pursue physical quality improvement and body shaping,from the point of view of national policy,we have a large population,is worthy of the sports country! The country’s attention and support to sports and fitness,which makes more and more people have intrinsic demand for sports and fitness for different reasons,and the demand for sports and fitness equipment for both home and business is rising,all kinds of fitness equipment companies are rising like mushrooms,and the fitness equipment market shows good development potential.Indoor equipment fitness has become the trend of mass fitness in China,and the most common and most frequent fitness equipment product in many fitness equipment markets is the treadmill,and treadmill fitness is regarded by the international medical and sports community as the most effective and scientific way to maintain personal body and mind,and is favored by more and more fitness enthusiasts.To the producers,how to occupy the advantageous position in the fierce market competition and what kind of competitive strategy to adopt to form the relative competitive advantage have become the most concerned issues for all sports equipment manufacturers.This paper combines the theory of competitive strategy,the RD sporting goods company competitive strategy choice research,first of all,to describe the research background,research significance and research methods to carry out RD sports company market competitive strategy,and then using PEST analysis,Porter five forces model,and SWOT analysis to consider the advantages and disadvantages,opportunities and threats of RD company fitness equipment market competition,through the quantitative strategy The QSPM matrix analyzes the cost leadership strategy,differentiation strategy and target concentration strategy to arrive at the conclusion that RD should implement differentiation strategy;finally,it provides reasonable suggestions on the specific implementation of RD’s fitness equipment market competition strategy from four aspects: brand differentiation,channel differentiation,service differentiation and product differentiation.At the same time,the company puts forward safeguards in four aspects,namely,improving organization management,strengthening marketing strategy,building human resource management and cultivating enterprise culture.