我国体育用品产业集群的区域品牌建设研究

The Regional Brand of Sports Goods in Manufacture Industrial Clustering in China

辨析产业集群与区域品牌的关系,对我国体育用品产业集群的总体现状作出分析,从中筛选出8个典型的产业集群进行区域品牌的重点研究。结果表明,产业集群的区域品牌经历了区域产品、区域认知、区域美誉和区域文化4个阶段;区域品牌存在市场集中度低、知名品牌缺乏、品牌经营费用投入增速缓慢、产品宣传方式单一、品牌创新能力薄弱等问题。因此,在区域品牌建设路径上,首先应当全力打造龙头企业,大力实施名牌战略,不断加快体育产业园区建设,最终打造区域联动下的共同区域性品牌。

Based on identify relations of industrial clusters and regional brands, the paper analyzed the overall status about sporting goods industry cluster, selected the eight typical industrial clusters to make research on regional brands. The results showed that the regional brands of industrial clusters have four stages, from a regional product, regional knowledge, regional reputation, to regional cultural. Regional brand has low market concentration, lack of well- known brands, the slow growth in operating expenses, single product promotion means, weak brand innovation capability and so on. Therefore, first of all, we must try its best to build leading enterprises, vigorously implement the brand-name strategy, accelerating the building of sports industrial complex and eventually create regional linkage under the common regional brand.