全球价值链重构下我国体育品牌战略地位与升级路径

Study on Strategic Position and Upgrading Path of Chinese Sport Brand under the Environment of Global Value Chain Restructure

基于全球价值链重构视角,探讨全球价值链重构下我国体育品牌的战略地位以及突破低端锁定的发展策略,旨在为我国体育品牌实现突破性发展升级提供理论指导和管理启示。我国体育品牌突破全球价值链低端锁定的升级路径主要有:一是通过品牌国际化、提高品牌自主创新能力、发展体育服务业、实施跨国并购等途径,以提升我国体育品牌在全球价值链中现有战略地位;二是利用"一带一路"国家发展战略构建区域体育品牌价值链体系,并发挥政府主导作用,创建战略性新兴体育产业集群品牌,以构建由中国体育品牌主导的自主区域价值链。

From the perspective of GVC restructuring,the paper explores strategic position and the development path of break low-end locking of GVC for Chinese sports brands,and provides theoretical guidance and meaningful management implications for the breakthrough of Chinese sports brand under the environment of restructuring of GVC.The study presents the development paths to break through the low-end of GVC for Chinese sports brand based on.First,the existing strategic position of GVC should be upgraded through sports brand internationalization,improving the independent innovation capabilities,developing sports service industry and implementing cross-border mergers and acquisitions.Second,our country may build the autonomous regional value chains controlled by Chinese sports brand through using the national development strategy of"the Belt and Road"to construct regional sports brand value chain system,playing the leading role of government to establishing an independent regional value chain dominated by Chinese sports brands,and creating the cluster brand of strategic emerging sports industry.