Research On The Performance Evaluation And Development Path Of Sports Goods Listed Companies From The Perspective Of Value Chain

China’s sports industry is in a golden period of rapid development,with many sports listed companies emerging one after another.However,in recent years,the actual operation of sports listed companies has been hindered to some extent by the international economic environment and market conditions in China.In the company’s business process,operational efficiency is an important indicator of the company’s development,which can reflect the competitiveness and sustainable development ability of sports goods enterprises in the market.How to make the sports listed companies in China develop continuously and effectively under the economic "New Normal" ? It is not enough to focus on their own internal operating efficiency.Only by bringing the entire value chain into the scope of business performance evaluation can enterprises find their own advantages and disadvantages.Based on this,this article collects financial data from 12 sample sports goods listed companies from 2017 to 2021,uses a three-stage DEA model to construct a company input and output efficiency evaluation index system for calculation and research,and further uses the Tobit model to analyze the degree of influence of influencing factors,obtain the operating situation of sports goods listed companies in China,and provide targeted suggestions,Assist enterprises in coordinating or utilizing the optimal benefits brought by the value chain in a reasonable manner.The empirical test results show that most of the sample companies are in the increasing stage of returns to scale,their performance has not reached an effective level,and the external environment has a certain negative impact on them;Further using the Tobit model to analyze the degree of influence of influencing factors,the results show that the operating cost ratio,sales expense ratio,and company size have a significant negative impact on performance evaluation.The establishment period has a significant positive impact,and the proportion of research and development expenses has a significant negative impact.After analyzing the empirical results,this article proposes the following development paths:(1)Strengthen cost control and improve management level.Enhance bargaining power through centralized procurement,form stable cooperation with high-quality suppliers,and reduce required costs;On the other hand,establish a comprehensive cost control system for all employees,the entire process,and all aspects,and conduct regular audits of cost expenses to reduce unnecessary cost expenditures.(2)Reasonably control sales expenses.Firstly,improve the management level of marketing activities;Secondly,strengthen the brand building of enterprises;Finally,it is necessary to improve the after-sales service system.(3)Enhance independent research and development capabilities.On the one hand,enterprises should continuously optimize product performance and improve product quality based on their own scale and resources;On the other hand,to improve research and development efficiency,based on existing research and development technologies,optimize the research and development process,eliminate unnecessary research and development processes,achieve precise research and development,and fully utilize the conversion efficiency of existing funds and human resources of the enterprise.(4)Optimize and integrate the upstream and downstream value chains of enterprises,strengthen communication between enterprises,enhance their collaborative capabilities,achieve positive interaction between upstream and downstream of the value chain,promote new business model changes,innovate enterprise strategic layout,and cooperate and win in the competition of the sports goods industry.