The Effect of Competition Strategy on Performance of Listed Companies in Sports Industry

Based on the public data of 20 sport industry listed companies from the first quarter of 2010 to the fourth quarter of 2015, the study makes a confirmatory factor analysis (CFA) to identify the competition strategy trends of the listed companies.And the multiple regression is used to explore the effect on their performance of these sport industry listed companies from short and long term perspectives.The results show that both low cost and differentiation strategies have a positive effect on their short term performance, and the low cost strategy has a better performance than that of the differentiation strategy.The differentiation strategy has a significant impact on the long term performance of the listed companies while the low cost does not.