价值共创视角下体育用品企业战略转型的基点与路径

Strategy Transformation Basis and Path of Sports Goods Enterprises from the Perspective of Value Co-creation

由要素驱动向创新驱动战略转型已成为我国体育用品企业的共识。围绕产业成长路径、产品供给结构、大众消费方式等系统分析我国体育用品企业战略转型基点,揭示体育用品企业传统要素驱动型单一价值创造模式的突出问题。运用价值共创理论框架分别从资源整合、组织联盟以及市场拓展,构建创新驱动战略背景下我国体育用品企业战略转型的路径。

The strategy transformation from element- driven to innovation - driven has become the consensus of sports goods enterprises in China. This paper analyzed systematically the basis of strategic transformation among China＇ s sports goods enterprises from the perspectives of industry growth path, product supply structure and consumption mode, and revealed the key problems of the single value creation mode of the driven factors. The study, with the theory framework of value co - creation, offered the new strategy transformation path as followed： to integrate consumer resources, to choose strategic alliances and to expand target market.