会计学院知识库

随着“十四五”规划将体育产业提升到了国家战略层面，各级政府相继推出了各种政策，以支持体育产业发展为推动经济的重要力量。而人们的生活水平提高的同时，强身健体的意识也随之加强，这就为体育用品行业创造了需求市场与发展空间。但发展机遇与风险并存，同时带来的还有市场层出不穷的挑战。安踏体育作为国内体育用品企业中的龙头，是否还具备成长空间？其成长潜力如何？在愈加激烈的市场竞争当中，安踏能否抵御风险抓住机遇？在超越阿迪达斯之后，能否加速成长，进一步推动国际化与耐克相抗衡？这都值得我们思考和研究。因此本文将安踏体育作为研究对象，以 2016-2020 年的财务数据为基准，以哈佛分析框架为手段，最大化的掌握安踏体育的未来成长现状，为可能出现的问题提出解决方法，对企业的成长路线进行科学合理的规划，为同类型企业未来进一步发展提供了参考。在文章的架构安排上，第一章说明了的研究背景、目的、意义、以及方法，整理和总结过往相关文献。第二章陈述了理论基础和相关概念。 第三章分别介绍了体育用品行业的发展情况以及安踏体育公司的基本情况。第四章利用哈佛分析框架对安踏体育进行成长性了研究。第五章是根据前面章节的分析，找出安踏体育成长过程中的成效与经验，思考面临的问题以及成因，以提升安踏体育成长性为目，提出相应的对策建议。 通过研究体育用品行业中的典型个案，同时选取行业内有代表性的企业与安踏进行横向对比，最后得出具有普遍性与实践操作性的研究结论。以此为安踏以及其他体育用品企业提高自身成长性提供一定的参考性，推动中国体育用品行业的整体发展。

With the promotion of the sports industry to the national strategic level in the 14th five year plan, governments at all levels have launched various policies to support the development of the sports industry as an important force to promote the economy. While the improvement of people's living standards, it also strengthens the awareness of physical fitness, which creates development space for the sporting goods industry. However, development opportunities and risks coexist, and at the same time, there are endless challenges emerging from the market. As the leader of domestic sporting goods companies, what is the growth potential of Anta sports? Is there room for growth? In the increasingly fierce market competition, can Anta resist risks and seize opportunities? After surpassing Adidas, can we accelerate growth and further promote internationalization to compete with Nike? This is worthy of our thinking and research. Therefore, this paper takes Anta sports as the research object, takes the financial data from 2016 to 2020 as the basis, takes the Harvard analysis framework as the means, maximizes the understanding of the growth status of Anta sports, puts forward solutions to the possible problems, makes a reasonable plan for the growth path of enterprises, and provides reference for the future development of similar enterprises. In the structure of the article, the first chapter expounds the research background, purpose, significance and methods of the paper, and arranges and summarizes the relevant literature in the past. The second chapter states the theoretical basis and related concepts. The third part introduces the development of industry and the basic situation of Anta sports company. The fourth chapter uses the Harvard analysis framework to study the growth of Anta sports. As can be seen from the previous parts, the fifth chapter finds out the results and experience in the growth process of Anta sports, considers the problems and causes, and puts forward corresponding countermeasures and suggestions for the purpose of improving the growth of Anta sports. By studying the typical case study in the sporting goods industry, and selecting the representative enterprises in the industry to make a horizontal comparison with Anta, we finally draw a universal and practical research conclusion. This will provide some reference for Anta and other sporting goods enterprises to improve their growth and promote the overall evolution of China's sporting goods industry.