随着当今社会的不断发展，人们的生活变得越来越完善，越来越充实，大众 对于身体健康的重视程度也越来越高，对体育运动的需求也正日益加大，对专业 运动装备的需求同样变得越来越强，这也为体育用品欧亿·体育（中国）有限公司的发展提供了契机。而 经济全球化的进一步加剧，使得越来越多的跨国公司，国际体育用品品牌，将发 展的脚步迅速地迈向世界各地。而迪卡侬就是其中之一，作为体育用品欧亿·体育（中国）有限公司的佼 佼者，迪卡侬以其独特的生产经营模式迅速成为世界知名体育用品品牌之一。我 国是世界上最大也是最具有发展潜力的市场，迪卡侬在进入中国之后，经过多年 稳步、坚实的发展，使迪卡侬在我国体育用品市场占据一席之地。在国内体育品 牌发展日益强大、国际体育品牌的步步紧逼之下，迪卡侬未来的发展之路就变得 愈加艰难。在与领先的品牌相比，迪卡侬不论在管理水平还是企业规模都有进一 步的发展空间。加之新型冠状病毒的席卷世界，全球经济形势不容乐观，未来何 去何从，值得进行充分的思考。 本文的分析与建议对于企业的进一步发展和壮大提供了一定帮助，对企业面 对即将到来的危机提出了警示。对于面临同样发展问题的国内体育品牌也具有一 定参考价值。 关键词：迪卡侬，体育用品，发展战略 本文以在我国发展的迪卡侬体育用品有限公司为研究对象，对欧亿·体育（中国）有限公司发展趋势 和企业存在的管理问题，进行大量深入分析，运用文献阅读法、观察法、调查问 卷法、信息研究法，并辅以PEST分析模型、波特五力模型、SWOT分析模型，对 企业所处的内外部环境进行全面客观的分析，从而清楚的认识到企业面对的威胁 与挑战和当下企业所具备的竞争优势、竞争劣势。最后为迪卡侬体育用品有限公 司提出了具有参考价值的战略目标和规划，并为这些战略目标的实施提出了各方 面全方位的保障措施和相关建议。 II Abstract Withthecontinuousdevelopmentoftoday'ssociety,people'slifehas becomemoreandmoreperfect,moreandmoresubstantial,thepublic's attentiontophysicalhealthisalsoincreasing,thedemandforsportsis increasing,thedemandforprofessionalsportsequipmentisalsobecoming strongerandstronger,whichalsoprovidesanopportunityforthedevelopment ofsportsgoodsindustry.Withthefurtheraggravationofeconomic globalization,moreandmoremultinationalcompaniesandinternational sportinggoodsbrandswilldeveloprapidlytoallovertheworld.Decathlonis oneofthem.Asaleaderinthesportinggoodsindustry,Decathlonhasrapidly becomeoneoftheworldfamoussportinggoodsbrandswithitsunique productionandoperationmode.Chinaisthelargestandmostpotentialmarket intheworld.Afteryearsofsteadyandsoliddevelopment,Decathlonhas occupiedaplaceinChina'ssportinggoodsmarket.Undertheincreasingly strongdevelopmentofdomesticsportsbrandsandthepressureof internationalsportsbrands,Decathlon'sfuturedevelopmentroadbecomes moreandmoredifficultparedwithleadingbrands,Decathlonhasfurther developmentspacebothinmanagementlevelandenterprisescale.Inaddition, novelcoronavirusdecideonwhatpathtofollowinthefutureandtheglobal economicsituationissweeping. ThispapertakesdecathlonsportinggoodsCo.,Ltd.whichisdeveloping inourcountryastheresearchobject,makesalotofin-depthanalysisonthe developmenttrendoftheindustryandthemanagementproblemsexistingin theenterprise,andusesliteraturereadingmethod,observationmethod, interviewquestionnairemethodandinformationresearchmethod, supplementedbyPESTanalysismodel,PorterfiveforcemodelandSWOT analysismodeltomakeacomprehensiveguestontheinternalandexternal environmentoftheenterpriseViewoftheanalysis,soastoclearlyrecognize ·III thethreatsandchallengesfacedbyenterprisesandthecompetitive advantagesanddisadvantagesofenterprises.Atlast,itputsforwardthe strategicobjectivesandplanswithreferencevaluefordecathlonSportsGoods Co.,Ltd.,andputsforwardall-roundguaranteemeasuresandrelevant suggestionsfortheimplementationofthesestrategicobjectives. Theanalysisandsuggestionsofthispaperprovidesomehelpforthe furtherdevelopmentandgrowthofenterprises,andgiveawarningto enterprisesinthefaceofthecomingcrisis.Italsohascertainreferencevalue forthedomesticsportsbrandsfacingthesamedevelopmentproblems. Keywords:decathlon,sportinggoods,developmentstrategy IV 目录 第1章研究背景与意义..............................................................................................1 1.1研究背景............................................................................................................1 1.2研究意义............................................................................................................2 1.3研究方法与技术路线........................................................................................2 1.3.1研究方法.....................................................................................................2 1.3.2技术路线.....................................................................................................3 第2章相关理论基础及文献综述..............................................................................5 2.1基础理论............................................................................................................5 2.1.1战略概念及特点...........................................................................................5 2.1.2战略管理过程...............................................................................................6 2.2战略分析工具....................................................................................................7 2.2.1PEST分析模型...............................................................................................7 2.2.2SWOT分析模型...............................................................................................8 2.2.3波特五力模型...............................................................................................9 2.3文献综述..........................................................................................................11 2.3.1国内文献综述.............................................................................................11 2.3.2国外文献综述.............................................................................................11 第3章迪卡侬体育用品有限公司发展现状及存在的问题分析...........................13 3.1公司概况..........................................................................................................13 3.2公司的发展现状..............................................................................................13 3.2.1公司全球发展历程.....................................................................................13 3.2.2公司在华发展历程.....................................................................................14 3.2.3公司发展现状.............................................................................................15 3.3公司当前发展存在的问题..........................................................................17 3.3.1营销体系.....................................................................................................17 3.3.2人力资源体系.............................................................................................18 3.3.3企业文化和价值观.....................................................................................19 V 3.3.4组织与流程体系.........................................................................................19 第4章内外部环境及优劣势分析............................................................................21 4.1PEST分析.........................................................................................................21 4.2波特五力模型分析..........................................................................................24 4.3SWOT分析.........................................................................................................30 第5章迪卡侬体育用品有限公司在华发展战略...................................................38 5.1公司战略愿景..................................................................................................38 5.2公司战略目标..................................................................................................38 5.3公司战略规划...................................................................................................39 5.3.1明确品牌定位.............................................................................................39 5.3.2完善细节，聚焦中小市场..........................