Late-mover Advantages:A Study of Sporting-goods Industry
碩士 === 國立中山大學 === 企業管理學系研究所 === 100 === In recent years, the size of the sporting goods industry in mainland China is developing so rapidly that led many Chinese national sports brand to the market. Among them, the most representative brands, Li Ning and Anta, not only have outstanding performances...
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ndltd-TW-100NSYS51210552015-10-13T21:17:53Z http://ndltd.ncl.edu.tw/handle/18943483653286254697 Late-mover Advantages:A Study of Sporting-goods Industry 新興運動品牌以後進者的經營模式創造競爭優勢-以李寧與安踏公司為例 Shin-fu Wang 王信富 碩士 國立中山大學 企業管理學系研究所 100 In recent years, the size of the sporting goods industry in mainland China is developing so rapidly that led many Chinese national sports brand to the market. Among them, the most representative brands, Li Ning and Anta, not only have outstanding performances in the Chinese market, but more gradually into the international sports market. But sporting goods industry as a mature market, especially under the domination of international brands such as NIKE and ADIDAS, it is very difficult for a new luxury brand to survive as a late-mover. In this research, based on New Business Model (Hamel, 2000) and Second-Mover Advantage Theory (Varadarajan et al, 1992), developing a structural model to discuss how could a new sporting goods brand succeed competing with existing brands and go international. Li Ning and Anta, two new China sproting brands, are taken as our study cases. Several important findings are as following: 1. The national character is the competitive advantage of the sporting goods company. Companies should integrate into the China element in the product, and also go to explore the spirit of China''s unique culture. 2. Differentiation from competitors through brand positioning, to find their own niche markets. 3. Through continued sponsorship of international competition, the well-known players, not only can produce international visibility, and better able to establish its brand image. 4. China''s overall environment provides the opportunity to develop sporting goods company. Key Words: Li Ning, Anta, Sporting Brands, Second-Mover, Competitive advantage C.H Tseng Cher-Min Fong 曾志弘 方至民 2012 學位論文 ; thesis 81 zh-TW |
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碩士 === 國立中山大學 === 企業管理學系研究所 === 100 === In recent years, the size of the sporting goods industry in mainland China is developing so rapidly that led many Chinese national sports brand to the market. Among them, the most representative brands, Li Ning and Anta, not only have outstanding performances in the Chinese market, but more gradually into the international sports market. But sporting goods industry as a mature market, especially under the domination of international brands such as NIKE and ADIDAS, it is very difficult for a new luxury brand to survive as a late-mover.
In this research, based on New Business Model (Hamel, 2000) and Second-Mover Advantage Theory (Varadarajan et al, 1992), developing a structural model to discuss how could a new sporting goods brand succeed competing with existing brands and go international. Li Ning and Anta, two new China sproting brands, are taken as our study cases.
Several important findings are as following:
1. The national character is the competitive advantage of the sporting goods company. Companies should integrate into the China element in the product, and also go to explore the spirit of China''s unique culture.
2. Differentiation from competitors through brand positioning, to find their own niche markets.
3. Through continued sponsorship of international competition, the well-known players, not only can produce international visibility, and better able to establish its brand image.
4. China''s overall environment provides the opportunity to develop sporting goods company.
Key Words: Li Ning, Anta, Sporting Brands, Second-Mover, Competitive advantage
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author2 |
C.H Tseng |
author_facet |
C.H Tseng Shin-fu Wang 王信富 |
author |
Shin-fu Wang 王信富 |
spellingShingle |
Shin-fu Wang 王信富 Late-mover Advantages:A Study of Sporting-goods Industry |
author_sort |
Shin-fu Wang |
title |
Late-mover Advantages:A Study of Sporting-goods Industry |
title_short |
Late-mover Advantages:A Study of Sporting-goods Industry |
title_full |
Late-mover Advantages:A Study of Sporting-goods Industry |
title_fullStr |
Late-mover Advantages:A Study of Sporting-goods Industry |
title_full_unstemmed |
Late-mover Advantages:A Study of Sporting-goods Industry |
title_sort |
late-mover advantages:a study of sporting-goods industry |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/18943483653286254697 |
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