本文选取了一家具有代表性的晋江运动鞋服企业——D作为研究
对象。始自改革开放，在历经了 20 多年市场风雨洗礼之后，从几十
人的小厂发展为现今几千人的规模，近亿品牌价值。在日趋激烈的市
场竞争中，D 企业迫切需要一套适合公司长期发展的、系统化、科学
化的发展战略。这类企业是我国民营实体经济的中坚力量，也是未来
民族品牌的希望种子。
本文针对企业多年积攒的管理问题，以及行业的发展变化趋势，
在梳理企业战略目标的基础上，设计适合 D 企业的发展战略。在研究
过程中，主要采用访谈、归纳、比较分析等研究方法，通过研究和比
较各种战略分析方法，选择以 PEST、SWOT、价值链等分析工具，在
透彻的分析企业自身情况及行业的现状、竞争情况等后，提出战略规
划，给出了战略定位，并通过平衡计分卡将战略分解为四个方面的具
体目标，最后提出战略实施的保障体系和相关建议。
体育行业是一个全球性的行业，来自国际品牌的竞争非常激烈。
帮助本土企业学习国外的先进经验，提升自身竞争能力，创建民族品
牌，从而提升中国的综合经济能力，是本文的积极意义所在。
关键词：体育用品；发展战略；价值链
Abstract
Experienced a rapid growth brought by the 2008 Olympic Games,
China sporting goods industry shift from a high growth rate to the growth
rate stable period, gradually shifting from growing to maturity over the
industry slow growth, increased competition, industry concentration
gradually increase. The industry is facing reshuffle. In this case, the
companies are thinking about the future direction of development of the
company, ways and means to achieve their goals, and how effective the
business enterprise, win the favor of the market. Therefore, how to
develop effective strategies becomes an important issue.
This paper selects a representative Jinjiang sports shoesclothes
enterprises -- D as research object. Since the reform and opening up, after
20 years of market baptism, this enterprise has developed from dozens
employee of small factories to the present scale of thousands of people,
with a hundred million brand value. In the increasingly fierce market
competition, the D enterprise urgently needs a set of systematic and
scientific strategy for the company39;s long-term development. Such
enterprises are the backbone of China39;s private real economy, and also the
seeds of hope for the future of national brands.
Focus on the management issues, as well as the development of the
industry trend, on the basis of the comb corporate strategic objectives,
this paper designed D enterprise development strategy. In research
process, mainly with interviews, induction, and comparative analysis of
research methods, study and compare a variety of strategic analysis
methods, select the PEST, SWOT and value chain analysis tools, a
thorough analysis of enterprise and industry of the status quo, after the
competition and other proposed strategic planning, given the strategic
positioning and strategy through the Balanced Scorecard specific goals
broken down into four aspects of strategic implementation of the security
system and related recommendations.
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