电子商务模式下的体育商品聚集对体育产业发展的启示被引量：2

Implications of Sports Goods Clustering for Sports Industry Development in the E-commerce Context

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摘要基于电子商务模式下体育商品聚集特征,反照体育产业聚集状况及对当前该领域发展的启示。以淘宝、拍拍、苏宁易购等电商平台为研究对象,通过分类检索、统计、分析后认为:我国网络体育商品发货区聚集在东南沿海省(市)与北京市,西北内陆为网络体育商品发货的稀疏地区;国外知名运动品牌占据着该领域的中高端市场,国产传统体育品牌商品销售遇冷;户外运动与休闲商品畅销,消费者追求商品的性能提升、功能增加及价格降低。对我国体育产业发展的启示为:应大力发展户外运动与休闲业,创造该领域的高端民族品牌;改变我国传统体育产业的数量速度型发展方式,向质量效益型发展方式转变;增加研发(R&D)资金投入比例,从环保、经济、耐用、舒适、美观、多功能等角度提升体育产品的市场竞争力;增强体育品牌的民族自信心。 Based on the features of sports goods clustering in the e-commerce context, this paper studies on the status quo of sports industry cluster as well as its implications for the current development of sports industry. Taking the e-commerce platforms, such as Taobao, Paipai, Suning and so on, as research subject, this study makes the following findings through classified retrieval, statistical data and analysis that online sports goods delivery services mainly gather in Baijing and the southeast coastal provinces/cities, while there are comparatively fewer online delivery services in operation in inland northwest China. Well-known foreign sports brands occupy the high-end market, while the sales of traditional Chinese sports brands are in had conditions. Outdoor sports and leisure goods are in pressing demand by the custerners, who pay special attention to promoted quality, increased functions and lower prices of sports goods. The implica- tions for the sports industry development in China are as follows., we should vigorously develop outdoor sports and leisure industry, where high-end national brands should be built,the quantity-speed-based de- velopment approach should transformed into the approach based on quality and effiency~ the research and development （R＆D） funding ratio should be increased so as to enhance the market competitiveness of sports products on the environmental, economical, durable, comfortable, beautiful, multi-functional as- pects~ the self-confidence of national sports brands should be enhanced.

作者孟庆光邢尊明陈洪淼扈伟

机构地区华侨大学体育学院

出处《首都体育学院学报》 CSSCI 北大核心 2015年第3期202-206,213,共6页 Journal of Capital University of Physical Education and Sports

基金国家社科基金青年项目(12CTY018) 中央高校基本科研业务费资助项目.华侨大学哲学社会科学青年学者成长工程(12SKGC-QT08)

关键词电子商务体育商品聚集体育产业发展体育品牌户外运动 e-commeree sporting goods clustering sports industry developrnent sports brand outdoor sports

分类号 G80-05 [文化科学—运动人体科学]

作者简介孟庆光（1978-），男，山东东明人，硕士，讲师，研究方向为体育产业、体育与健康；邢尊明（1978～），男，山东滨州人，博士，副教授，研究方向为体育产业；陈洪淼（1975-），男，江西武宁人，博士，讲师，研究方向为运动医学；扈伟（1980-），男，山东济南人，硕士，讲师，研究方向为体育产业。