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论文编号：	15208
作者编号：	2320213836
上传时间：	2024/12/12 13:59:37
中文题目：	迪卡侬（中国）自行车事业部竞争战略研究
英文题目：	Research on the Competitive Strategy of Decathlon（China）Bicycle Division
指导老师：	焦媛媛 教授
中文关键字：	自行车行业; 竞争战略; 聚焦化战略
英文关键字：	Bicycle Industry; Competitive Strategy; Focus differentiation strategy
中文摘要：	本研究针对迪卡侬（中国）自行车事业部在中国市场的竞争战略进行了深入分析，目的是提出有效的战略方案以应对激烈的市场竞争和多变的市场需求。通过PEST分析、五力模型和价值链分析等工具，全面评估了迪卡侬（中国）自行车事业部所处的宏观环境、行业环境和内部环境，揭示了市场趋势、政策变化、技术进步和消费者行为等多方面的影响。研究发现，迪卡侬在全产业链管理经营模式上具有竞争优势，但也面临全球通胀导致的零件价格上涨、欧盟碳关税政策所带来的贸易壁垒，以及ECFA取消后台湾核心零部件供应的紧张局势等挑战。同时，国家政策的支持和公路车细分市场的迅猛增长为其提供了发展机遇。在此背景下，迪卡侬（中国）自行车事业部必须审慎应对外销市场的萎缩，将战略重心转移到国内市场，积极布局并把握市场机遇。 面对挑战，本文进行了战略定量和定性分析以进行战略选择。基于环境分析的结论，结合市场环境，通过客户主体评价分析、市场同质性分析和企业实力分析，选择在中、高端市场实施聚焦战略。利用EFE和IFE分析结果，运用QSPM进行定性分析，最终选择了差异化聚焦战略。通过识别客户购买标准，确定战略内容涉及满足消费者对环保、快速交付、专业服务和智能化产品的需求，同时有效利用迪卡侬在品牌、技术、供应链管理方面的优势。具体而言，竞争战略内容包括推动全产业链环保减排、整合供应链以实现快速交付、扩展门店提供专业配套服务，以及加大智能化产品的研发力度，以提升品牌形象、增强客户体验和提高市场竞争力。 为确保战略的有效实施，本文提出了具体的实施措施和保障措施。实施措施包括全价值链减排方案，降低公司运营对环境的影响；推进敏捷供应方式，快速响应市场需求；布局核心技术产业链，满足产品功能要求；一站式购物，为消费者提供独特的购物体验。保障措施包括组织结构调整，确保战略目标的顺利实现；人力资源保障，通过培养和引进人才，提升团队整体素质，为战略实施提供人才支持。通过这些措施，迪卡侬（中国）自行车事业部能够在高端自行车市场获得竞争优势，实现品牌的持续发展和市场份额的扩大。
英文摘要：	This study provides a strategic analysis of Decathlon (China)'s Bicycle Division to address competitive market and evolving consumer demands. Utilizing strategic management frameworks such as PEST, the Five Forces model, and value chain analysis, we assess the general, industry, and internal environments. Our findings reveal that while Decathlon holds advantages in full industry chain management, it faces challenges like inflation-driven cost increases, EU carbon tariffs, and supply uncertainties post-ECFA. Despite these, national policy support and the growing road bike market present opportunities. We recommend a strategic pivot to the domestic market to leverage these opportunities. In response to these challenges, we conducted quantitative and qualitative analyses to select a competitive strategy. Based on environmental analysis, market conditions, customer evaluations, market homogeneity, and corporate strength assessments, we chose a focus strategy for the mid-to-high-end market. Using EFE, IFE, and QSPM analyses, we determined a differentiated focus strategy to meet consumer demands for sustainability, quick delivery, professional services, and intelligent products, leveraging Decathlon's brand, technology, and supply chain strengths. This strategy includes full industry chain emission reduction, supply chain integration for rapid delivery, store expansion for enhanced services, and increased R&D in intelligent products to enhance brand image, customer experience, and market competitiveness. To implement this strategy effectively, we propose specific measures and safeguards. These include a full value chain emission reduction plan to lessen environmental impact, agile supply methods to respond to market demands, core technology industry chain layout to meet product functionality, and a one-stop shopping experience to offer a unique consumer experience. Safeguard measures involve organizational restructuring for strategic alignment and human resource development to enhance team quality and support strategic execution. These Abstract III measures aim to secure a competitive edge for Decathlon's Bicycle Division in China's high-end bicycle market, fostering brand growth and market share expansion.
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