| （1.School of Physical Education，Shandong University，Jinan 250061，China；2.Jilin Sport University，Changchun 130022，China；3.Qingdao Technological University，Linyi 273400，China) Abstract: The authors analyzed the competitive advantages of Decathlon and its advantage driving factors, and re-vealed the following findings: Decathlon has cost advantage and difference advantage; its cost advantage driving factors mainly come from enterprise culture, scale economy, value chain activity management and objective con-vergence; its difference advantage driving factors main come from group business mode, scale economy, value chain activity management, scientific management methods and the group’s external environmental advantages. In-spirations to sports goods enterprises in China are as follows: form competitive advantages; establish enterprise competitive advantage strategies; strengthen product value chain activity management; enhance enterprise’s devel-opment ability; strengthen differential management; effectively realize brand marketing; actively apply advanced scientific management methods; boost enterprise culture construction etc.
Key words: sports economy；competitive advantage；cost advantage;difference advantage；driving factor；Decathlon |
