摘要
改革开放35年以来我国体育用品制造业的发展已卓有成效,但是,伴随国内外环境的变化,产业面临着转型与升级。运用文献资料法、比较分析法对我国体育用品制造业面临的困境及成因进行了分析,认为成本上升、需求下降和业绩下滑是我国体育用品制造业面临的主要困境,这与产品市场定位模糊、自主创新能力缺乏、品牌建设不足、消费者健身意识不足、体育文化氛围缺乏和产品差异化不足等密切相关。相关建议如下:注重产品差异化,实施目标聚集战略;加大科技投入,推行标准化建设;加强体育文化建设,刺激体育用品需求。
Thirty-five years after the introduction of reform and opening up,China has achieved remarkable successin sporting goods manufacturing. The industry,however,is now facing the challenges of transformation and upgra-ding. In the present study,the difficulties and the causes for them were analyzed using literature and comparison a-nalysis. The challenges mainly included rising costs,decreasing demand and declining performance. Among otherthings,fuzzy market positioning,lack of innovativeness,insufficient brand building,consumer＇s weak health con-sciousness,absence of sports culture atmosphere and inadequate product differentiation were the main causes. Sug-gestions are made as follows：pay more attention to product differentiation;execute concentrated goal strategies;in-crease scientific and technological input;promote standardization;strengthen the building of sports culture;and stim-ulate demand for sporting goods.
出处
《南京体育学院学报（社会科学版）》
2014年第3期45-48,61,共5页
Journal of Nanjing Institute of Physical Education
关键词
体育用品制造业
困境
成因
sporting goods manufacturing industry
difficulty
causes
作者简介
鲍芳芳（1984-）,女,山东曲阜人,博士后,研究方向：体育经济与产业.
