中国体育用品制造产业集群品牌特征及发展策略研究

发布时间：2018-03-05 10:45

本文选题：体育用品　切入点：产业集群　出处：《杭州师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：目前国内学术界对于体育用品制造产业集群品牌论研究尚处于起步阶段。本研究希望借鉴和吸收国内外现有研究成果,通过跨学科的整合研究,运用多重理论知识来尝试构建中国体育用品制造产业集群品牌理论体系;探讨中国体育用品制造产业集群品牌形成机制;明确中国体育用品制造产业集群品牌现状;探析中国体育用品制造产业集群品牌发展过程中所存在的问题;探讨促进中国体育用品制造产业集群品牌发展的对策与建议。本研究采用文献资料法、专家咨询法、实地考察法、问卷调查法、数理统计法等研究方法,对体育用品制造产业集群品牌的基本理论和发展策略进行了分析研究,基本理论的研究结论是:(1)体育用品制造产业集群品牌是指以体育用品制造产业及其集群为支撑、以特色体育用品产品为卖点、以集群所在区域地名和特色体育用品产品类别名进行组合所形成的区域品牌;(2)当前中国体育用品制造产业集群品牌主要存在法律认可的产业集群品牌、行业认可的产业集群品牌以及市场认可的产业集群品牌3种类型;(3)体育用品制造产业集群品牌具有根植性、公共物品、创造价值等特征;(4)体育用品制造产业集群品牌的形成机制表现为:体育用品制造产业集群品牌来源于产业集群的竞争优势、企业优势和制度优势。发展策略的研究结论是:根据研究发现我国体育用品制造产业集群品牌建设中存在建设水平过低、服务支撑体系不健全、企业市场投机行为盛行、外部信息供给不足、内部协作不畅、遭遇过多行政干预等实际问题,有针对性地提出了以下发展策略:(1)发挥龙头企业作用,推进集群内部协作;(2)建立健全服务支撑体系,弥补外部信息供给不足;(3)维护产业集群品牌,克服过多行政干预;(4)促进集群内企业品牌建设,推进品牌国际化发展。最后,指出了本研究存在一些局限与不足,以及有待进一步研究的问题。
[Abstract]:At present, the research on the brand theory of sporting goods industry cluster is still in its infancy in domestic academic circles. This study hopes to draw lessons from and absorb the existing research results at home and abroad, and through interdisciplinary integration research, Using multiple theoretical knowledge to try to construct the brand theory system of Chinese sports goods manufacturing industry cluster, to explore the forming mechanism of China sports goods manufacturing industry cluster brand, to make clear the current situation of China sports goods manufacturing industry cluster brand. This paper probes into the problems existing in the brand development of sports goods industry cluster in China, and probes into the countermeasures and suggestions to promote the brand development of sports goods manufacturing industry cluster in China. Field investigation, questionnaire survey, mathematical statistics and other research methods, the basic theory and development strategy of sports goods industry cluster brand are analyzed and studied. The conclusion of the basic theory is: (1) the brand of sports goods manufacturing industry cluster refers to the sports goods manufacturing industry and its cluster as the support, and the characteristic sports goods products as the selling point. The regional brand is formed by the combination of the geographical names of the region where the cluster is located and the name of the sports goods category with characteristics.) at present, there are mainly the industrial cluster brands recognized by law in the Chinese sports goods manufacturing industry cluster. There are three types of industry cluster brands recognized by industry and market.) the brands of sports goods manufacturing industry clusters are rooted and public goods. The forming mechanism of the brand of sports goods manufacturing industry cluster is that the brand of sports goods industry cluster comes from the competitive advantage of industry cluster. The research conclusion of the development strategy is: the construction level is too low, the service supporting system is not perfect, the enterprise market speculation is prevailing in our country sports goods manufacturing industry cluster brand construction. The external information supply is insufficient, the internal cooperation is not smooth, and the actual problems such as excessive administrative intervention are encountered. The following development strategies: 1) play the role of leading enterprises, promote the internal cooperation in the cluster and establish a sound service support system are put forward. To make up for the shortage of external information supply, to maintain the brand of industrial cluster, to overcome the excessive administrative intervention and to promote the brand construction in the cluster, and to promote the development of brand internationalization. Finally, the paper points out that there are some limitations and shortcomings in this study. And the problems to be further studied.
【学位授予单位】：杭州师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G80-05

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