10384 200115142 UDC A Study on the Developing Strategy of Xiamen Evere Sports Goods Co., Ltd. A Case Study based on the Theory of Value Chain (MBA) 2005 5 2005 6 2005 5 2005 5
WTO OEM
Abstract Abstract After China entry WTO, it has been developing as a world-wide manufacturing center. Cheap labor, stable social environment, and favorable investment policies make it the best for foreign investment, especially for the labor-intensive industries. Fitness equipment industry is a good example. Most of manufacturers around the world built up plants in China. Since the investment expense for a fitness equipment plant is relatively low, the amount of the manufacturers in China increases rapidly. This makes the competition among the fitness equipment manufacturers fierce. Qunxin Company is a plant invested by Taiwan businessman which produces kinds of fitness equipment for foreign franchisers. It has become a good-sized plant in the past eight years. However it also faces the scorching competition. The aim of this paper is to analyze the domestic and international competitive situation of the fitness equipment industry. Meanwhile, the advantages and disadvantages of Qunxin Company in the competition are also discussed. The analysis of the fitness equipment industry and the value chain of Qunxin Company is based on Michaele Porter's Value Chain theory. The paper summarizes the models of the value chain applied in some typical fitness equipment manufacturers and the procedures of their development, and makes a conclusion that the Qunxin company should keep its low cost development strategy and focus on becoming a competitive OEM. In the end, the paper discusses some detailed methods of applying the low cost developing strategies for the company. Key Words: Fitness equipment industry; Value Chain; Developing strategy.
... 1... 3...3...3...3...4...6...6...7...9...9...9...9...10...11...11... 13...13...13...14...15...16
...17...17...18...19...20...21...21...23... 24...24...24...25...26...26...26...28...29...29...29...30 OEM...31 OEM...31 OEM...32 OEM...33
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1997 20 2000 FQ CANTLERHAMMERBODY WTO 90 2003 OEM - 1 -
OEM OEM - 2 -
- 3 -
1. 5 0 1 2 0 8 0 2000 2001 55 2.93 2002 3.37 2. (ZL00252011.7)http:// www.fzpatent.com. - 4 -
(1)1996 (2) (3) (4) 1992 1993 3.5 800 (5) 5 (6) (7) (8) (9) 3 5-5 -
(10) OEM 100% 70 80 65% 2000 70 10 24.9% 23 19 16 13 (ZL00252011.7)http:// www.fzpatent.com http:// www.xmyumi.com 20030331 20030331-6 -
1. 2000 500 OEM 2003 5% 2000 10% 2 2003 1 2004 2 30%( 1-1) 30% 1-2 2004 1-1 / Jan-03 Mar-03 May-03 Jul-03 Sep-03 Dec-03 Jan-04 Feb-04 1,400 1,500 1,700 1,800 2,100 2,400 2,800 3,000 1.5 4,185 4,715 4,426 4,330 4,426 4,513 4,542 4,784 2.0 4,085 4,615 4,326 4,230 4,326 4,326 4,413 4,442 (3 ) 3,600 3,530 3,100 3,250 3,550 3,900 4,200 4,550 4,950 5,300 5,000 4,600 5,000 5,000 5,200 5,600-7 -
1-2 / Jan-03 Mar-03 May-03 Jul-03 Sep-03 Dec-03 Jan-04 Feb-04 HDPE 6700 7600 6350 6700 7050 8200 8450 9250 PP 7200 8100 6600 7300 7500 8500 8450 8750 ABS 10500 10900 9100 9500 10200 10600 11000 11900 PVC 6500 7400 6250 6650 7200 7830 8120 8830 PS 8600 9400 7200 8050 8600 8800 9200 9500 3. G7 4. 2 60% 5, - 8 -
1998 4 1000, 3000, 100% 99 4 TUV ISO9001 10, 7, 12, 8, 70 200 1-1 2500 35 15 30-9 -
85 135 80% 11 1998 125 100 2000 3000 2500 2001 911 2002 2002 1700 1000 2004 5000 2500 1-2 2004 5000 2 10 4 1000-10 -
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