体育用品上市公司产品战略转型影响因素的实证研究——基于2008—2015年面板数据
Empirical Research on the Influencing Factors of Product Strategic Transformation of Sporting Goods Listed Companies: Based on the Panel Data of 2008-2015

摘要：依据企业战略转型理论，采用多元回归数理统计方法，对2008—2015年间安踏、特步、匹克、361°等4家体育用品上市公司产品战略转型的影响因素与企业经营绩效之间的关系进行了实证研究。研究结果表明：毛利率对体育用品上市公司的经营绩效水平具有显著的正向作用；产品研发投入比、广告及宣传投入比、存货周转率对改善体育用品上市公司的绩效水平具有正向作用，但作用不显著；主营业务贡献率对体育用品上市公司的绩效水平具有显著的负向作用。根据研究，分析了4家体育用品上市公司在产品研发投入、产品组合结构以及产品运营效率等方面存在的问题，并据此提出未来体育用品企业产品战略转型的方向与对策。旨在为未来中国体育用品企业产品转型升级以及战略转型提供理论依据和有参考价值的建议。
Abstract: According to the theory of enterprise strategic transformation, the study conducted the empirical research on the relationship between the influencing factors of product strategic transformation and enterprise performance of four sporting goods listed companies Anta, Xtep, Peak and 361° from 2008 to 2015 by the method of multiple regression. Research results showed that the gross margin has significant positive effect on performance level of sporting goods listed companies; R&D investment ratio, advertising and publicity input ratio and the inventory turnover ratio have positive effects on improving performance level of sporting goods listed companies, but no significance; the main business contribution rate has significant negative effects on performance level of sporting goods listed companies. This study analyzed the existing problems of the four enterprises in R&D investment, product mix and product operation efficiency, proposed the future product transformation direction and strategies for the sporting goods companies, aimed at providing theoretical reference and valuable suggestions for the transformation and upgrading of China’s sporting goods enterprises