从加工制造走向品牌制造:中国体育用品制造业品牌化路径研究

From OEM to OBM: a research on brand of Chinese sports goods manufacturing industry

1)定位当前中国体育用品制造业在世界体育用品制造业中的格局。2)分析中国体育用品制造业在加工制造(OEM)情境中产生的困境。3)透视体育用品制造业发达国家品牌制造(OBM)的优势。4)探索中国体育用品制造业品牌化路径,旨在为中国体育用品制造业生产方式转型和品牌化打造提供理论参考和实践建议。

This paper regarded sports goods manufacturing industry as research object by using meth- ods of literature, expert, investigation and comparison. The study opened from four directions ： 1 ） located the pattern of chinese sports goods manufacturing industry in the wold sports goods manufacturing industryl 2）analyzed the dilemma in OEM of chinese sports goods manufacturing industry. 3 ） studied the advantage in OBM of developed sports goods manufactuing industry countries. 4） probed the brand way of chinese sports goods manufacturing industry between two comparison, the aim is to offer the theory preference and practice suggestion of production mdoe transformion and brand for chinese sports goods manurfacturing industry.