摘要
本文旨在深入分析特步国际的经营战略,探讨其在当前市场环境中的发展机遇与挑战。通过文献综述,本文回顾了企业战略分析模型的发展历程,并结合特步国际的具体情况进行了PEST分析、波特五力模型分析和SWOT分析。特步国际的宏观发展环境分析显示,中国体育产业政策支持和全民健身趋势为公司提供了发展机遇,而技术进步和国潮文化兴起也为公司带来了新的增长点。研究发现,特步国际在品牌价值、技术研发和市场营销方面具有明显优势,但也面临主品牌依赖、全球影响力有限等劣势。基于分析结果,本文提出了优化建议,包括加强多品牌协同、增加研发投入、优化营销资源分配等。This article aims to provide an in-depth analysis of Xtep International Holdings Limited’s business strategy and explore its development opportunities and challenges in the current market environment. Through literature review, this article reviews the development process of enterprise strategic analysis models and conducts PEST analysis, Porter’s Five Forces model analysis, and SWOT analysis based on the specific situation of Xtep International Holdings Limited. The analysis of the macro development environment of Xtep International Holdings Limited shows that the policy support of China’s sports industry and the trend of national fitness have provided the company with development opportunities, while technological progress and the rise of China-Chic culture have also brought new growth points to the company. Research has found that Xtep International Holdings Limited has significant advantages in brand value, technological research and development, and marketing, but also faces disadvantages such as dependence on the main brand and limited global influence. Based on the analysis results, this article proposes optimization suggestions, including strengthening multi brand collaboration, increasing research and development investment, and optimizing
出处
《电子商务评论》
2024年第3期7101-7110,共10页
E-Commerce Letters
