沈阳鹏达体育用品公司竞争策略研究.docVIP

摘 要 沈阳鹏达体育用品公司是中国最大的体育用品连锁经营公司，沈阳鹏达有限公司经过十多年的发展，目前已成为东北地区经营国际知名体育运动品牌的著名代理商。主要经营Nike、Adidas等国际知名体育品牌，店铺遍布沈阳、大连各大商场及商业区，并在省内有几十家经销商，是东北享有盛誉的品牌公司。 自从其进入沈阳市场以来，销售额不断攀升，公司信誉也越来越好。他们有着完整畅通的供应链系统，系统中间层次清晰，这也就保证也相对较低的成本和充足货物供应在竞争中存在价格货源优势。 在售后服务方面，鹏达体育也在行业中树立了一定的威信，在保真的同时如果出现质量问题退换都没有问题。 鹏达体育有着很宽的竞争领域本文通过对体育用品行业的竞争进行分析，特别是对鹏达体育用品公司的竞争策略进行分析，具体研究了鹏达体育用品公司竞争策略和存在的问题，提出了具体解决对策。 本文第一章主要介绍了目前体育用品市场状况背景与及沈阳鹏达公司制定战略的意义；第二章阐述了鹏达公司的基本竞争策略；第三章主要介绍鹏达公司的概况；第四章分析沈阳鹏达目前的竞争策略与存在的问题；第五章分析鹏达公司的沈阳鹏达竞争策略存在问题的解决对策；第六章结束语。 关键词：竞争策略；解决对策；策略分析 Abstract Pengda sporting goods company in Shenyang is the largest sporting goods chain management company, Shenyang Pengda Ltd After ten years of development, has become internationally renowned business in Northeast famous brand sports agents. Mainly engaged in Nike, Adidas and other famous international sports brands, shop around Shenyang, Dalian, major shopping malls and business districts, and dozens of dealers in the province, the Northeast prestigious brands. Since its entry into Shenyang market, rising sales, the company is also getting better and better reputation. They have a complete supply chain flow, the system intermediate level of clarity, it will ensure a relatively low cost and adequate supply of goods supply in the competition there are price advantages.  In the after-sales service, Pengda sports industry also set a certain amount of prestige, while the fidelity quality problems if there is no problem returned.  Pengda Sports has a wide field of competition on the sporting goods industry, this paper analyzes the competition, especially for the sporting goods company Pengda competitive strategy analysis, specific studies on the competitive strategy Pengda sporting goods company and the existing problems, propose specific countermeasures.  The first chapter introduces the background of the current market conditions and sports and to develop strategies Shenyang PENGDA meaning the company; second chapter describes the