| （1.山东大学 体育学院，山东 济南 250061；2.吉林体育学院，吉林 长春 130022；3.青岛理工大学，山东 临沂 273400） 摘 要：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。 |
ZHANG Xin-ying1，3，ZHANG Rui-lin2，WANG Xian-liang1
| （1.School of Physical Education，Shandong University，Jinan 250061，China；2.Jilin Sport University，Changchun 130022，China；3.Qingdao Technological University，Linyi 273400，China) Abstract: The authors analyzed the competitive advantages of Decathlon and its advantage driving factors, and re-vealed the following findings: Decathlon has cost advantage and difference advantage; its cost advantage driving factors mainly come from enterprise culture, scale economy, value chain activity management and objective con-vergence; its difference advantage driving factors main come from group business mode, scale economy, value chain activity management, scientific management methods and the group’s external environmental advantages. In-spirations to sports goods enterprises in China are as follows: form competitive advantages; establish enterprise competitive advantage strategies; strengthen product value chain activity management; enhance enterprise’s devel-opment ability; strengthen differential management; effectively realize brand marketing; actively apply advanced scientific management methods; boost enterprise culture construction etc. |
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