基于波特五力模型的运动服装行业竞争态势分析

Competitive Situation Analysis of Sportswear Industry Based on Porter’s Five Forces Model

摘要: 随着人民健康意识的提升和运动文化的普及，消费者对健身和户外的重视程度日益增加，推动运动服装市场的增长。随着市场规模的扩大，运动服装行业势必将迎来更加激烈的竞争格局，国内品牌将不断加大市场投入和品牌推广力度，占据更多的市场份额。本文首先概述了运动服装行业的发展现状，然后探讨了学界关于运动服装市场营销策略的热点话题，接着基于波特五力模型对运动服装行业的竞争态势展开详细分析，给出一些现阶段运动服装行业的竞争策略，例如通过微盟智慧零售联动公私域流量来打通线上线下、结合国潮文化来破圈营销、拓展全域消费者等策略来提高业绩，以应对运动服装行业未来的发展和变革。

Abstract: With the improvement of people’s health awareness and the popularization of sports culture, consumers are paying more and more attention to fitness and outdoors, driving the growth of the sportswear market. With the expansion of the market scale, the sportswear industry is bound to usher in a more fierce competition pattern, and domestic brands will continue to increase market investment and brand promotion efforts to occupy more market share. This paper first summarizes the development status of the sportswear industry, then discusses the hot topics on sportswear marketing strategies in the academic circles, and then makes a detailed analysis of the competitive situation of the sportswear industry based on Porter’s Five Forces Model, and gives some competitive strategies for the sportswear industry at this stage, such as connecting online and offline through Weimob smart retail to connect public and private domain traffic, combining national tide culture to break the circle of marketing, and expanding global consumers to improve performance, so as to cope with the future development and transformation of the sportswear industry.