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沈阳理工大学学士学位论文I摘要鹏达体育用品公司是中国最大的体育用品连锁经营公司，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。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。本文第一章介绍了主要竞争理论；第二章阐述了鹏达公司的历史、组织结构、业务现状、发展；第三章分析了体育用品业的市场环境与行业竞争，通过SWOT分析阐述了鹏达体育的竞争优势与劣势；第四章分析竞争对手的状况与鹏达公司的竞争策略；第五章分析鹏达公司的竞争策略中存在的问题；第六章提出解决问题的对策和新的经营策略并提出了具体的解决对策。关键词：竞争策略；领导者；防御策略沈阳理工大学学士学位论文IIAbstractThehugemythicalbirdreachesthesportsisChina'slargestsportinggoodschainmanagementcompany,sinceit’senteredthemarketinShenyang,salesrising,companiesareincreasinglygoodreputation.Basedonthecompetitivesportinggoodsindustryanalysis,especiallywiththehugemythicalbirdreachesthecompetitivestrategycontrast,AspecificstudyoftheInundateswrestlessportinggoodscompaniesacompetitivestrategyandtheproblems,andputforwardspecificproposalstoimplement.Thispaperintroducedthefirstchapterthehugemythicalbirdreachesofcompetitionstrategy,andthemajorroleoftheory;Thesecondchapterthecompany'shistory,organizationalstructure,operationalstatus,development;Chapterthirdofthemeaningpresentsthesportinggoodsindustryinthemarketenvironmentandindustrycompetition;ChapterforthanalyzesthesituationandcompetitorsstrategiesandAnalysisoffifthimpairedsportscompetitivestrategy;Chaptersixthofthesolutionandthenewbusinessstrategyandputforwardspecificrecommendationsfortheimplementation.Keywords:Competitivestrategy;Leader;Defensestrategy沈阳理工大学学士学位论文III目录引言........................................................................................................................................11竞争理论概述......................................................................................................................21.1基本竞争策略...........................................................................................................21.2不同地位竞争者策略...............................................................................................21.3营销组合策略...........................................................................................................32沈阳鹏达体育用品公司简介..............................................................................................53沈阳鹏达营销环境分析......................................................................................................73.1沈阳鹏达宏观环境分析...........................................................................................73.1.1人口环境........................................................................................................73.1.2经济环境分析................................................................................................73.1.3政治环境分析................................................................................................83.1.4社会文化环境分析........................................................................................83.2供应商分析...............................................................................................................93.3沈阳鹏达自身能力分析...........................................................................................93.4消费者分析.............................................................................................................103.5沈阳地区体育用品竞争状况分析.........................................................................123.5.1现有竞争状况分析......................................................................................123.5.2主要竞争对手分析......................................................................................133.5.3主要竞争对手经营现状..............................................................................133.5.4主要竞争对手竞争策略..............................................................................133.6沈阳鹏达竞争策略SWOT分析............................................................................143.6.1机会分析......................................................................................................153.6.2威胁分析......................................................................................................153.6.3优势分析......................................................................................................153.6.4劣势分析......................................................................................................154沈阳鹏达目前竞争策略分析............................................................................................164.1价格策略分析.........................................................................................................164.2产品策略分析.........................................................................................................16沈阳理工大学学士学位论文IV4.3促销策略分析.........................................................................................................174.3.1广告宣传策略分析......................................................................................174.3.2店铺促销策略分析......................................................................................174.4销售服务策略.........................................................................................................184.5横向一体化策略分析.............................................................................................185沈阳鹏达竞争