Comparative analysis of Chinese and western sporting goods enterprises' growth pattern

摘要

After 2008 Beijing Olympic Games, sports industry is becoming an investment hotspot in China. And 2008 Beijing Olympic Games become a powerful springboard for China''s domestic sporting goods enterprises to sprint world-class brand. In western countries sporting goods industry is mature industry, but in China it belongs to emerging industry. Big gaps exist between Chinese and western sporting goods enterprises. If China wants to realize the leap from “a big country for manufacturing sporting goods” to “a powerful country for manufacturing sporting goods”, a lot of good lessons have to be learnt from the successful growth of western enterprises. The paper firstly explains the connotation of sporting goods, sporting goods industry, sporting goods enterprises and growth pattern. And then three patterns of growth are analyzed, they are, American growth pattern (Nike as an example), German growth pattern (Adidas as an example), and Chinese growth pattern. Research findings show that western sporting goods enterprises pay more attention to brand construction, R&D, marketing, and global resource integration. And Chinese sporting goods enterprises are in the low-end of value chain. Finally, the paper puts forward feasible suggestions for Chinese sporting goods enterprises to grow bigger and stronger.