我国体育用品业发展的制约因素及路径选择

Restrictions and Developing Ways of Sports Products Industry in China

对我国体育用品业的发展现状进行分析,指出企业规模小、知名品牌少、品牌意识弱、科技含量低、人才匮乏和营销观念落后是制约我国体育用品业发展的主要因素。并在此基础上提出我国体育用品业发展的5大路径:科技领先、品牌强化、产业重组、人才优先和跨国发展。

The paper analyses the current development of sports product industry in China and points out that the sports product industry in China is restricted mainly by small enterprise scale, lack of famous brand, brand awareness, scientific technique involvement and talents and the out-of-date marketing concept. The paper also proposes the five developing ways, i.e., advanced scientific technology, brand enhancement, reorganization of industry, talent orientation and interna-tional development.