体育用品企业竞争优势研究-以迪卡侬为例

A study of the competitive advantages of sports goods enterprises ——Taking Decathlon for example

分析迪卡侬的竞争优势及其优势驱动因素。结果表明:迪卡侬具有成本优势和差异性优势,其成本优势驱动因素主要来源于企业文化、规模经济、价值链活动管理和目标集聚;差异性优势驱动因素主要来源于集团的商业模式、规模经济、价值链活动管理、科学管理方法及集团外部环境优势。给我国体育用品企业的启示:形成竞争优势,需制定企业竞争优势战略;加强对产品价值链活动管理;增强企业研发能力;加强差异化经营,有效实现品牌营销;积极采用先进的科学管理方法;加强企业文化建设等。

The authors analyzed the competitive advantages of Decathlon and its advantage driving factors, and revealedthe following findings： Decathlon has cost advantage and difference advantage; its cost advantage drivingfactors mainly come from enterprise culture, scale economy, value chain activity management and objective convergence;its difference advantage driving factors main come from group business mode, scale economy, valuechain activity management, scientific management methods and the group’s external environmental advantages. Inspirationsto sports goods enterprises in China are as follows： form competitive advantages; establish enterprisecompetitive advantage strategies; strengthen product value chain activity management; enhance enterprise’s developmentability; strengthen differential management; effectively realize brand marketing; actively apply advancedscientific management methods; boost enterprise culture construction etc.